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 creative direction end to end across the project, shaping the visual identity and editorial storytelling from initial concept through final execution. This included developing the creative vision and moodboards, directing photography and on-set execution, building and presenting creative decks, creating the pre-pro materials, and collaborating closely with an illustrator to translate concepts into polished renders. I also guided the team throughout the process, ensuring every detail — from styling and composition to tone and pacing — aligned with the overall vision. The result was a highly crafted, visually cohesive editorial experience that brought the products to life through modern, relatable storytelling.
RESULT
A fully revitalized edition of the PC® Insider’s Report designed to feel contemporary, culturally relevant, and storytelling-driven through striking photography and a cohesive visual narrative. The creative extended beyond the publication into a nationwide in-store rollout that carried the same elevated art direction and seamlessly connected the campaign across touchpoints.
CREDITS
ECD: Jim Wortley
CD: Jessica Lucivero
Associate Creative Director: Andrea Zadro
Senior Copywriter, Lead: Meredith Hardie
Copywriter Asst.: Monica Ferguson
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 creative direction end to end across the project, shaping the visual identity and editorial storytelling from initial concept through final execution. This included developing the creative vision and moodboards, directing photography and on-set execution, building and presenting creative decks, creating the pre-pro materials, and collaborating closely with an illustrator to translate concepts into polished renders. I also guided the team throughout the process, ensuring every detail — from styling and composition to tone and pacing — aligned with the overall vision. The result was a highly crafted, visually cohesive editorial experience that brought the products to life through modern, relatable storytelling.
RESULT
A fully revitalized edition of the PC® Insider’s Report designed to feel contemporary, culturally relevant, and storytelling-driven through striking photography and a cohesive visual narrative. The creative extended beyond the publication into a nationwide in-store rollout that carried the same elevated art direction and seamlessly connected the campaign across touchpoints.
CREDITS
ECD: Jim Wortley
CD: Jessica Lucivero
Associate Creative Director: Andrea Zadro
Senior Copywriter, Lead: Meredith Hardie
Copywriter Asst.: Monica Ferguson
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 agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.
With experience across both agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.