Roles: art direction, photoshoot direction, graphic design, client presentation

In this Camapign, new markets were targeted through a brand ambassador campaign featuring Mark Scheifele. With the Winnipeg Jets centreman signing a multi-year contract and building his legacy in the city, there was a perfect tie-in with IJL’s established local brand. Communicated through outdoor, point-of-sale print and display ads, the series helped expose the brand, and IJL’s collection of luxury watches, to a larger audience. The design employed masculine fonts as well as Mark’s signature #55 jersey number to offset the original black and white photography. In place of IJL’s primary teal colour, a steel blue was introduced as a nod to the Winnipeg Jets organization.