PRESIDENT’S CHOICE®
INSIDER’S REPORT - HOLIDAY 2025
OBJECTIVE
The PC® Insider’s Report is a biannual publication showcasing the latest President’s Choice product innovations for each season. The goal of this edition was to reintroduce the brand to a younger, more style-conscious audience through authentic storytelling and a refreshed visual approach.
SOLUTION
I led the art direction and team management throughout the project, overseeing creative development from concept to execution. This included directing photography, guiding visual tone and styling, presenting creative decks, creating the pre-pro deck and collaborating closely with our illustrator to shape ideas that would bring the stories to life. I also art directed on set to ensure every visual aligned with the campaign’s vision. The result was a unified, engaging editorial experience that highlighted each product through compelling, relatable narratives.
RESULT
A fully revitalized edition of the PC® Insider’s Report that felt contemporary and culturally attuned, featuring striking photography and cohesive storytelling. The campaign extended beyond the publication, with a nationwide in-store rollout that seamlessly complemented the magazine’s creative direction.
CREDITS
ECD: Jim Wortley
CD: Jessica Lucivero
Associate Creative Director: Andrea Zadro
Senior Copywriter, Lead: Meredith Hardie
Designers: Talia Dimerman, Jennifer Fernandes
Book Photography: Suech & Beck
Signage Photography: Edward Pond
Food Stylist: Nicole Young
Second Food Stylist: Matthew Kimura
Prop Stylist: Renée Drexler
Props Assistant: Denis Canhasi
Off-Figure Stylist: Wilson Wong
Hair & Makeup: Grace Lee
Hair: Kristjan Hayden
Wardrobe: Jillian Vieira
INSIDER’S REPORT - HOLIDAY 2025
OBJECTIVE
The PC® Insider’s Report is a biannual publication showcasing the latest President’s Choice product innovations for each season. The goal of this edition was to reintroduce the brand to a younger, more style-conscious audience through authentic storytelling and a refreshed visual approach.
SOLUTION
I led the art direction and team management throughout the project, overseeing creative development from concept to execution. This included directing photography, guiding visual tone and styling, presenting creative decks, creating the pre-pro deck and collaborating closely with our illustrator to shape ideas that would bring the stories to life. I also art directed on set to ensure every visual aligned with the campaign’s vision. The result was a unified, engaging editorial experience that highlighted each product through compelling, relatable narratives.
RESULT
A fully revitalized edition of the PC® Insider’s Report that felt contemporary and culturally attuned, featuring striking photography and cohesive storytelling. The campaign extended beyond the publication, with a nationwide in-store rollout that seamlessly complemented the magazine’s creative direction.
CREDITS
ECD: Jim Wortley
CD: Jessica Lucivero
Associate Creative Director: Andrea Zadro
Senior Copywriter, Lead: Meredith Hardie
Designers: Talia Dimerman, Jennifer Fernandes
Book Photography: Suech & Beck
Signage Photography: Edward Pond
Food Stylist: Nicole Young
Second Food Stylist: Matthew Kimura
Prop Stylist: Renée Drexler
Props Assistant: Denis Canhasi
Off-Figure Stylist: Wilson Wong
Hair & Makeup: Grace Lee
Hair: Kristjan Hayden
Wardrobe: Jillian Vieira
Hello! I’m an art director and designer based in Toronto’s west end.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.