Campaign Concept Art Direction Design

First Canadian Place and Exchange Tower are home to a plethora of retailers at the concourse connected to Toronto’s PATH system. Their campaigns have always required a strategic and nuanced approach to include the diversity of retail offerings available under one roof. WE worked with the FCPEx team to develop a versatile and flexible campaign that would be adaptable to unexpected changes in the retail environment. The campaign aims to provide a moment of calm amongst the chaos. Focusing on food for the soul and retail therapy, it uses dreamy, luxurious photography and soothing language to highlight the diversity of products available in the relaxed, convenient and safe retail environment.