Canadian Tire "We Do New"
This campaign set out to redefine the iconic Canadian Tire brand through a year-long initiative called “We Do New,” featuring five seasonal spots. I led the overall art direction, ensuring each film felt distinct while maintaining a cohesive visual identity across the campaign. I was deeply involved throughout the production process, from art direction and design to storyboarding. The design phase was a fully collaborative effort with our 3D team, resulting in bold, high-energy visuals tailored to each season.
2018-2019 • Canadian Tire • Art Direction / Design
Story Arcs
01
After the storm, the first streak of sunlight becomes a symbol of hope—resilient, optimistic, and guiding us forward. Even through loss and chaos, light returns stronger, echoing the poem’s belief that we’re stronger together.
The story follows three emotional arcs:
-
Uncertainty & Observation — She wakes to unexpected sunshine and quietly begins following the light.
-
Action & Solidarity — Internally, she reflects on the storm’s toll and how light still breaks through.
-
Unbridled Optimism — Light bursts through the clouds. She steps outside—renewed, ready to act.
01
Story Arcs
After the storm, the first streak of sunlight becomes a symbol of hope—resilient, optimistic, and guiding us forward. Even through loss and chaos, light returns stronger, echoing the poem’s belief that we’re stronger together.
The story follows three emotional arcs:
-
Uncertainty & Observation — She wakes to unexpected sunshine and quietly begins following the light.
-
Action & Solidarity — Internally, she reflects on the storm’s toll and how light still breaks through.
-
Unbridled Optimism — Light bursts through the clouds. She steps outside—renewed, ready to act.
01
Storytelling & Art Direction
Canadian Tire wanted something fresh and unexpected—without losing the essence of their brand. We leaned into color, pattern repetition, and creative use of their signature triangle logo to create a strong, recognizable visual system. Each spot is filled with high-octane energy, playful humor, and a clear connection to the product being featured.
02
Summer – Thermacell
A mosquito-repelling miracle machine gets the spotlight in this playful summer spot designed to scratch an itch—literally and visually.
03
Fall - Humidifier
Natural textures and colorful water droplets evoke the changing season, with a humidifier at the center of this foliage-filled fall scene.
