PC Insiders Report
The Insiders Program is PC’s biggest enterprise-wide 360° campaign, running twice a year (Summer/Holiday). I established the photography style for the campaigns, partnering on set with a roster of fantastic photographers, food magicians and prop stylists to bring the products and season to life across all channels—in the Report, across digital assets, and for signage in Loblaw banner stores nationwide.
I led creative direction and design for the printed Report, showcasing a plethora of PC products with an engaging editorial approach (and lots of alliteration). The issue was then reimagined into a mobile-first digital format, creating a shoppable interactive experience. Social content built excitement and continued the buzz, and a video series featuring PC Test Kitchen chefs took a deeper dive, highlighting standout new products.
Plus, we put Galen in a Christmas sweater.
Site design: Loblaw Digital
Site design: Loblaw Digital
client: President’s Choice
agency: Loblaw Agency
photography: Edward Pond, Jodi Pudge, Maya Visnyei
food styling: Annabelle Waugh, Matthew Kimura, Nicole Young
set styling: Lara McGraw, Madeleine Johari, Martine Blackburst, Shelly Shnier
illustration: Camille Charbonneau, Tracy Walker
