MISC. SELECTIONS, 2024
HUDSON’S BAY SPECIAL PROJECTS
CREATIVE DIRECTION, ART DIRECTION, DESIGN, STRATEGY
Holidays 2024: Your Home for the Holidays
This was HBC’s 2024 seasonal campaign, transporting the customer into a “Winter Wonderland”. The title was meant to feel and even sound familiar, all while also suggesting that HBC has everything you need for Holiday gifting all in one place. Highlights included the limitied-edition and highly-coveted Beauty Calendar, designed to honour the heritage of the Queen Street location by utilizing a graphic front facade and nostalgic, graphic/illustrated (+ animated) limited edition Holiday gift cards that brought more of the Holiday spirit.
Key Value Items: The Everyday Edit
HBC’s “key value items” collection included timeless essentials always offered at an affordable price. The overall approach to the creative was straight to the point, never boring and slightly modern/ elevated. Highlighting the textures and details of the pieces, the quality of products always shine through and are the hero (these are also used as backgrounds and framing devices). The tone expresses a direct communication style that’s engaging and cuts through the noise.
Zellers: Back to School Newness
These visuals were developed to engage parents with a playful, colourful and exciting aesthetic. The animated GIFs were all shot in-house and utilized on social and owned channels.
Fall 2024: Finally, Fall
This campaign was a transition from Summer’s slow days to a busier routine, highlighting the excitement of Fall festivities and the stability to manage it all smoothly. We utilized dreamy “drapescape” backdrops, projected with fall sky and background imagery as a framing device for products. Lighting within our photography utilized a “golden hour” aesthetic to further empasize cozy Fall days and colours.
Studio: SLC
Lead Photographer: Mark Schultz
Photo Assist: Steve Lee
Executive Producer: Caroline Palmer
Jr. Producer: Sandy Law
Styling: Jenn Nikolic
Retouching: Michelle Matthews
Design Assist: Sam Marinaccio, Stephen Fiset, Diana Arce
Motion Design: Evgenia Krichanovskaya
Copywriting: Randi Bergman, Ciara Koth, Andrew Pigott
︎ ︎︎︎
HUDSON’S BAY SPECIAL PROJECTS
CREATIVE DIRECTION, ART DIRECTION, DESIGN, STRATEGY
Holidays 2024: Your Home for the Holidays
This was HBC’s 2024 seasonal campaign, transporting the customer into a “Winter Wonderland”. The title was meant to feel and even sound familiar, all while also suggesting that HBC has everything you need for Holiday gifting all in one place. Highlights included the limitied-edition and highly-coveted Beauty Calendar, designed to honour the heritage of the Queen Street location by utilizing a graphic front facade and nostalgic, graphic/illustrated (+ animated) limited edition Holiday gift cards that brought more of the Holiday spirit.
Key Value Items: The Everyday Edit
HBC’s “key value items” collection included timeless essentials always offered at an affordable price. The overall approach to the creative was straight to the point, never boring and slightly modern/ elevated. Highlighting the textures and details of the pieces, the quality of products always shine through and are the hero (these are also used as backgrounds and framing devices). The tone expresses a direct communication style that’s engaging and cuts through the noise.
Zellers: Back to School Newness
These visuals were developed to engage parents with a playful, colourful and exciting aesthetic. The animated GIFs were all shot in-house and utilized on social and owned channels.
Fall 2024: Finally, Fall
This campaign was a transition from Summer’s slow days to a busier routine, highlighting the excitement of Fall festivities and the stability to manage it all smoothly. We utilized dreamy “drapescape” backdrops, projected with fall sky and background imagery as a framing device for products. Lighting within our photography utilized a “golden hour” aesthetic to further empasize cozy Fall days and colours.
Studio: SLC
Lead Photographer: Mark Schultz
Photo Assist: Steve Lee
Executive Producer: Caroline Palmer
Jr. Producer: Sandy Law
Styling: Jenn Nikolic
Retouching: Michelle Matthews
Design Assist: Sam Marinaccio, Stephen Fiset, Diana Arce
Motion Design: Evgenia Krichanovskaya
Copywriting: Randi Bergman, Ciara Koth, Andrew Pigott
︎ ︎︎︎
