President’s Choice ✅

President’s Choice has become a trusted part of Canadian homes, offering stylish and versatile products that make everyday moments special. From PC Everyday Essentials to Life at Home, each collection brings together tableware, bedding, and furniture designed to elevate any occasion—in any space. Every season, the focus is on creating campaigns that feel fresh, inspiring, and true to how people live—encouraging shoppers to see the possibilities and add a little extra style to their lives. With thoughtful design and engaging storytelling through photo and video, President’s Choice transforms home essentials into something truly memorable.

In-store Signage

Working with a creative team and vendors, we developed seasonal stories that came to life in-store, showcasing the breadth of products available to shoppers. During shoot days, we collaborated closely to achieve the desired direction, highlighting as many products as possible in an impactful way. In the design phase, I selected colours from the product designers' palettes to create a cohesive and visually engaging narrative. I then worked with production artists to finalize the designs, ensuring everything was flawlessly executed and shipped to stores across Canada, delivering a consistent and captivating experience for shoppers nationwide.

Social Ads

Collaborating with a talented creative team and vendors, we developed a series of on-trend social videos to showcase product applications and tools in engaging and innovative ways. I was involved in every step of the process, from supporting storyboarding and art directing on set to editing each video with precision. My role extended to ensure all content was polished, optimized, and ready for upload, delivering ads that captured the attention and highlighted the products' versatility and appeal in a dynamic, shareable format.

Lifestyle Images

Each period, we styled and photographed a curated list of products in situ, showcasing their functionality and design. Working with the acting art director, we organized products, planned pages, and divided the workload to efficiently capture images for signage, digital platforms, and print ads. From versatile table settings to food and locations that celebrated each collection’s inspiration and multiculturalism, the styling reflected the brand’s aesthetic and elevated every dining occasion.

Digital Flyer

Using lifestyle images and a framework from the promotions team, I collaborated with a copywriter to develop a dynamic and engaging digital flyer. Featured on online flyer platforms and grocery store websites, the booklet used bright colours and bold layouts to capture attention and encourage shopping directly from the pages. The design balanced functionality with creativity, making it an enjoyable and seamless experience for shoppers from the book to our websites to purchase.