Loblaws 🥕
As one of Canada’s leading supermarket chains, Loblaws is celebrated for its commitment to quality and freshness across a diverse portfolio of stores. However, with rising food costs, the challenge lies in communicating value without compromising the trust of loyal customers. By leveraging digital platforms, social media, and in-store storytelling, we helped Loblaws highlight its affordability, local partnerships, and sustainability efforts, making value a tangible and meaningful aspect of the shopping experience for budget-conscious Canadians.
Work
Advertisement, in-store signage, social media
Roles
Art direction, Lead designer, motion graphics & video editing
Year
2021–2024
Spring Into Market
For Loblaws' "Spring Into Market" campaign, we envisioned a dynamic in-store experience, showcasing shoppers playfully pushing items like BBQs and tables through the aisles. This creative concept highlighted the fresh inspiration awaiting customers in every aisle, sparking excitement about refreshing their shopping habits for the spring season. The campaign aimed to connect the joy of seasonal freshness with the unique shopping experience Loblaws offers, encouraging customers to explore and discover.
Taste the Now
The "Taste the Now" campaign for Loblaws brings the concept of ultimate freshness to life by depicting customers picking seasonal produce directly from the tree, stalk, and ground. This visually engaging campaign emphasizes Loblaws' commitment to offering the freshest produce available, connecting consumers with the natural origins of their food. By highlighting the journey from farm to table, "Taste the Now" reinforces Loblaws' dedication to freshness, encouraging shoppers to experience the peak flavours of the season.
Classic food imagery
Imagery you can eat with your eyes. Well light scene with in-situ plating and dressing of the meal. I love to capture that moment right before you pick up the plate and eat the meal.
Use of firefly to make corrections in-studio
This example demonstrates the use of Adobe Firefly to remove the rapini leaf from the final asset. On set, the client decided not to include the rapini in the shot. Since the image had already been captured and the production had moved on, rather than reshooting the scene—which would have set us back an hour or two—I opted to use AI. The result was flawless, free of pixelation, and saved us both time and money.
