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 living and working in the west end of Toronto, Ontario.
With several years of experience with both in-house and agency teams, I’ve garnered a lot of experience in point of sale marketing, especially in the areas of consumer packaged goods and food products both in the QSR and retail spaces. I’ve worked directly with clients at major national brands like Tim Hortons®, Cineplex®, and Burger King®.
I graduated with an Honours BFA from The University of Toronto and BA from Sheridan College in 2012. There, I studied several mediums from printmaking to photography to design. I’m inspired not only by changes and trends in the design world, but by artists that work in all mediums. They tell us so much about how our tastes and values are generationally changing and I think it’s important to pay attention to that.
In my spare time, I mostly likes to bake, watch movies, and play piano. I’m known to bring trays of cookies and donuts to the office (or the bar, seriously), so that’s kind of a personal perk of being my colleague or friend! I have a baking Instagram that I often post to over on @fables_to if you want to check that out. ◡̈
Thanks for reading!
az.
With several years of experience with both in-house and agency teams, I’ve garnered a lot of experience in point of sale marketing, especially in the areas of consumer packaged goods and food products both in the QSR and retail spaces. I’ve worked directly with clients at major national brands like Tim Hortons®, Cineplex®, and Burger King®.
I graduated with an Honours BFA from The University of Toronto and BA from Sheridan College in 2012. There, I studied several mediums from printmaking to photography to design. I’m inspired not only by changes and trends in the design world, but by artists that work in all mediums. They tell us so much about how our tastes and values are generationally changing and I think it’s important to pay attention to that.
In my spare time, I mostly likes to bake, watch movies, and play piano. I’m known to bring trays of cookies and donuts to the office (or the bar, seriously), so that’s kind of a personal perk of being my colleague or friend! I have a baking Instagram that I often post to over on @fables_to if you want to check that out. ◡̈
Thanks for reading!
az.