PRESIDENT’S CHOICE®
SALTY SNACK CAMPAIGN
OBJECTIVE
Increase awareness and consideration for President’s Choice® Salty Snacks by positioning the lineup as more than everyday snacks. The goal was to create a culturally relevant campaign platform that celebrated flavour exploration and drove engagement across retail, social, experiential, and entertainment channels.
SOLUTION
I helped develop the initial campaign concept and led the art direction that established the visual language for the entire platform. The creative centered on the idea that every flavour can transport you somewhere new, bringing each snack's personality to life through bold, immersive visuals and storytelling.
Working alongside my team, we translated the campaign across multiple touchpoints, including experiential activations, in-store signage, social content, and a Netflix partnership featuring commercial spots and pause ads. A custom sampling experience, complete with a branded flavour-discovery chip dispenser, invited consumers to engage with the products firsthand while reinforcing the campaign’s playful, exploratory spirit. As the campaign evolved, I provided creative leadership and oversight to ensure consistency and impact across all executions.
RESULT
A highly visible, integrated campaign platform that successfully connected consumers with President’s Choice® Salty Snacks across retail, experiential, social, and entertainment channels. The campaign generated $88M in sales and surpassed performance goals, reaching 104% of target. By delivering a consistent brand experience across touchpoints, the program strengthened awareness, drove engagement, and reinforced the brand's flavour-forward positioning.
CREDITS
ECD: Jim Wortley
Associate Creative Director: Andrea Zadro
Copywriter: Kristin Atkinson
ADs: Ali Asfour, Sarah Jackson
Designer: Lisa Sands
Photography: Rob Fiocca, Fuze
SALTY SNACK CAMPAIGN
OBJECTIVE
Increase awareness and consideration for President’s Choice® Salty Snacks by positioning the lineup as more than everyday snacks. The goal was to create a culturally relevant campaign platform that celebrated flavour exploration and drove engagement across retail, social, experiential, and entertainment channels.
SOLUTION
I helped develop the initial campaign concept and led the art direction that established the visual language for the entire platform. The creative centered on the idea that every flavour can transport you somewhere new, bringing each snack's personality to life through bold, immersive visuals and storytelling.
Working alongside my team, we translated the campaign across multiple touchpoints, including experiential activations, in-store signage, social content, and a Netflix partnership featuring commercial spots and pause ads. A custom sampling experience, complete with a branded flavour-discovery chip dispenser, invited consumers to engage with the products firsthand while reinforcing the campaign’s playful, exploratory spirit. As the campaign evolved, I provided creative leadership and oversight to ensure consistency and impact across all executions.
RESULT
A highly visible, integrated campaign platform that successfully connected consumers with President’s Choice® Salty Snacks across retail, experiential, social, and entertainment channels. The campaign generated $88M in sales and surpassed performance goals, reaching 104% of target. By delivering a consistent brand experience across touchpoints, the program strengthened awareness, drove engagement, and reinforced the brand's flavour-forward positioning.
CREDITS
ECD: Jim Wortley
Associate Creative Director: Andrea Zadro
Copywriter: Kristin Atkinson
ADs: Ali Asfour, Sarah Jackson
Designer: Lisa Sands
Photography: Rob Fiocca, Fuze
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.