Canadian Tire
Canadian Tire is one of Canada's most recognizable retailers, offering trusted products for everyday life from automotive and tools to home, outdoor living, and seasonal essentials.
Winter Imagebank Photoshoot
Art Director: Vicky Nanowski
CD: Alexa Forsyth
Photographer: James Tse
THE CHALLENGE
Canadian Tire relied heavily on a limited library of stock photography, resulting in repetitive, generic marketing assets that lacked visual impact. At the same time, adapting existing creative for new campaigns was a time-intensive process, creating inefficiencies and making it difficult to produce fresh, engaging content at scale.
THE INSIGHT
Rather than producing campaign-specific photography, create a comprehensive image library built around evergreen lifestyle scenarios. By establishing a consistent visual language rooted in the Canadian Tire brand, the team would have a flexible bank of assets that could be reused across seasons, product categories, and future campaigns.
Create an evergreen library of lifestyle photography built around everyday Canadian Tire moments.
THE IDEA
RESULT = Playful, authentic, brand-specific imagery.
RESULT = Playful, authentic, brand-specific imagery.
Bring on Winter
Bring on Winter is a seasonal campaign for Canadian Tire that shifts the focus from everyday cold weather centric products to the moments they make possible, celebrating the excitement of winter and everything that comes with it.
CD: Alexa Forsyth
Art Director Vicky Nanowski
Copywriting: Shane Terry
Director: Ryley Burghall
Conceptualization | Art Direction | Casting
THE CHALLENGE
How do you make everyday automotive essentials, like windshield wiper blades, feel engaging and memorable? The challenge was to transform highly functional, low-interest products into a campaign that captured attention and resonated with consumers.
THE INSIGHT
The key insight behind Bring on Winter is that for many Canadians, winter isn’t just a season to endure. Canadians are emotionally driven by the promise of what winter enables: road trips to snowy destinations, family outings, and the thrill of embracing the cold.
Shift the focus away from the product and toward the experiences it makes possible.
THE IDEA
THE RESULT
The result was a campaign that transformed everyday essentials into enablers of memorable winter experiences.
Summer Gear Event
A carefully curated summer series featuring Canadian Tire’s lifejackets, picnic gear and camping equipment.
CD: Alexa Forsyth
Art Director: Vicky Nanowski
