All Christmas Music: CHFI National Holiday Takeover

Executed by an incredibly agile, hyper-lean team—consisting of just one project manager and three designers, including myself; this massive campaign required end-to-end creative autonomy. I personally discovered Toronto-based illustrator Rosey Cheekes, onboarded her to the project, negotiated her talent fees, and briefed her on the conceptual direction to establish the custom nostalgic character illustrations that formed the visual heart of the takeover.

The centerpiece of the campaign was an enormous, full-station environmental takeover of Toronto’s bustling Dundas TTC Subway Station. Partnering with Pattison Outdoor, we structurally mapped and transformed every possible surface within the transit hub. I personally directed the spatial strategy and layout for every environmental decal, including the precise, bespoke positioning of all 74 holiday elves across the platform level to delight commuting crowds.

Navigating a spatial installation of this magnitude required immense technical adaptability. When ongoing PRESTO turnstile construction unexpectedly threatened the original station footprint mid-production, our lean team rapidly engineered unique design workarounds to navigate the changing site constraints, successfully preserving the continuity and impact of the immersive brand environment.

The campaign's footprint extended far beyond transit to capture broad national engagement. The visual system was scaled across Western Canada for Calgary’s 95.9 CHFM; anchoring experiential activations across three high-traffic Alberta retail malls; while a comprehensive multimedia rollout delivered cohesive digital geofilters, animated social content, and branded colouring pages nationwide. Demonstrating the ultimate longevity of the creative strategy, the concept I originally pitched for a custom Toronto Santa Claus Parade float was later fully realized by the network, cementing the campaign's visual legacy for years to come.