The ACE Up Your Sleeve
Mathieu Swaby & Toni Benning
ASET – New Canadian
Sticks & Stones
KEEP IT A GAME
Fridge Fresh Chocolate
ZGM Modern Marketing Partners
Ghostlight Coffee House
Client - Advertising Club of Edmonton
Client - Edmonton Metro Transit Service Commission
For the EMTSC – which will be evolving eight local transit systems into one – we created a logo based on transit map graphics. The positioning of the words in each line was designed to create a sense of momentum, and connections between the words represented many municipal transit authorities coming together.
Client - Association of Science and Engineering Technology Professionals of Alberta (ASET)
This project is a great example of story first. It’s an inspiring and wholesome experience for anyone watching. Told with a cinematic documentary style, autheticity was always a priority to portray a true and trusted story. One challenge evident off the start was to find the appropriate person to convey the idea to other immigrants in a situation where their education is not recognized in Alberta. We pushed to have a significant casting process across the province to identify the family with the best story to share. It’s not easy to connect with someone over online casting but we remained patient to find the appropriate story to share. Another challenge was to convey the needed program information all while keeping the story engaging and making the target audience identify with the subject. Since most immigrants move to provide better lives for their family, we made the family the first focus. Providing this insight into the immigration challenges of the family has draw in a wide variety of viewers into this story, where we are all cheering for our subject to succeed. Making it an appealing story beyond just being directed at those new to Canada, we knew this offers the client another opportunity to share another layer of their organizations focus and vision regarding helping members find successes for their families.
Client - Edmonton Elks
It was time for the Edmonton Football Club to retire a controversial name. The rebrand had to create pride and enthusiasm among players and fans. And lead the way in CFL team branding. This system was created to work in many applications from helmets to merch embracing the green and gold.
Client - Fort Edmonton Park
Endless Adventure is an interactive video experience created for heritage tourism attraction Fort Edmonton Park. The project was developed in conjunction with Explore Edmonton and Travel Alberta for two purposes. Firstly, it’s designed for hybrid conferences hosted in Edmonton, as a way for online attendees to experience a local attraction. Secondly, it is to showcase specific park attractions in a memorable and unconventional way. Entering the project we expected to make a standard historical or eductional video, however, upon further exploration we quickly recognized that myth making and drama was much more in line with the client’s vision. Endless Adventure is an endless dream loop based around the dreams or nightmares you might have while staying at the park. An empty carnival, a dusty pub, or a period accurate steam train; we filmed branching narrative stories for each of these locations and utilized an interactive platform to put the decision making in the viewer’s hands.
Client - Alberta Gaming, Liquor and Cannabis
GameSense focuses on social responsibility for Alberta Gaming, Liquor and Cannabis. This resource helps individuals enjoy gaming while drawing their attention to possible pitfalls that could lead to addiction and/or devastating consequences. This creative encourages people to keep the game fun.
Video – Beard
Video – Chip
Video – Cat
Video – Fish
Client - City of Edmonton Recreation Centres
As families began making their way back to Edmonton’s recreation centres, our client needed to replenish their aquatics department after scaling it back due to the pandemic. The challenge was to reach students, as they are the ideal job candidate, and to position recreation centres as an ideal job opportunity for students. We were fortunate to have cost-free access to internal advertising real estate within recreation centres across the city. We displayed several concept variations, digitally and non-digitally, throughout these centers as they are also likely destinations for students to exercise and socialize. Using the familiar sight of a google calendar we depicted the flexibility these jobs offered, appealing to the hectic and unpredictable student schedule.
Client - NKD Chocolate
NKD chocolate is so fresh and natural that it has to be kept in the fridge.
Client - The Citadel Theatre
The eerie, mesmerizing quality of a solitary ghostlight on the stage inspired this identity for the Citadel’s new coffee house. We designed it to function as a pattern when needed, and coexist with a range of imagery and art styles related to theatre and the Citadel’s productions.
Client - EIA (Edmonton International Airport)
This annual report is a testament to the tenacity of the Edmonton International Airport and its team of dedicated employees during COVID. EIA found new ways to turn challenges into opportunities while always being mindful of the customer experience. Big and bold illustrations and hopeful words underscored this achievement.