Canada Day arrived at a moment of heightened reflection around national identity and sovereignty. Providing creative leadership, I helped develop a concept that reimagined Canada’s most enduring symbol the maple leaf, as a living expression of diversity and collective strength, reinforced by an epic, cinematic image that embodied that same sense of strength and scale.

I developed a layered visual system using varying forms and tones of red to represent the people and communities that define the country, while Copywriter Alec Ieletzky developed a narrative to complement the visuals celebrating shared freedoms and the importance of connection during uncertain times.

The campaign rolled out nationally across Scotiabank’s social channels and branch environments, creating a consistent presence across customer touchpoints.