OVERVIEW: From April 2021 to April 2023, I served as the lead designer on the PC Optimum social media team, working collaborating with a copywriter and social media manager to concept, design, and art direct new content for the brand’s channels. In this role, I was responsible for shaping the visual identity of PC Optimum's social presence, ensuring all creative aligned with broader campaign strategies while laddering up to established brand guidelines. Together with my team, we produced assets for major campaigns, including Summer and Holiday Insiders Reports, Preferred Member Pricing program, and ongoing always-on content; delivering both static and animated formats optimized for Instagram, Facebook, TikTok, and X (formerly Twitter). By balancing creativity with platform best practices, I helped establish a consistent, engaging, and visually cohesive brand experience across all channels.
| Category | Digital | Skills | Art Direction, Strategy, Illustration
| Tools Used | Illustrator, Photoshop, Fresco, After Effects, Premier
| Tools Used | Illustrator, Photoshop, Fresco, After Effects, Premier
Static and Animated Social Assets
Wes Anderson Social Media Trend
In April 2023, our PC Optimum social team, consisting of myself, a copywriter, and a social media manager, developed a Wes Anderson–inspired storyboard to highlight how easy it is to earn points while grocery shopping at Loblaws. I began by sketching a detailed storyboard that incorporated symmetry, framing, and compositional techniques reflective of Anderson’s style, ensuring representation of key store departments while featuring both no-name and PC products. From there, I created a comprehensive shot list with precise notes to guide the team during filming, including optional shots to maximize flexibility in post-production. Once approved by stakeholders, I led the creative execution, overseeing shooting, art direction, and editing to deliver the final suite of assets.
