A contracted advertising gig promoting Greater Sudbury, Ontario as a must-visit destination. Took on all creative concept and design work, building out campaign visuals that capture what makes the region worth the trip. A fun project that challenged the balance between local personality and wider audience appeal across multiple ad formats.
Designer, Copywriter
InDesign, Illustrator
Brief: Greater Sudbury Tourism needed a campaign that repositioned the city as a destination worth planning a trip around, not just a stop on the way somewhere else. Sudbury has genuine depth across nature, culture, food, and family experiences, but no campaign had told that story in a way that stuck. This is that campaign.
Role: Designer · Art Director · Copywriter · Motion Designer Deliverables: Campaign strategy, visual identity, pitch deck, illustration system, copy platform, motion assets, social content. Tools: Illustrator, After Effects, Premiere. Pro Status: In production.
The Idea: People think they know Sudbury. They don't. Most Ontarians associate it with the highway; a gas stop, a vague sense of "up north." The gap between that assumption and the reality of what Sudbury actually is became the campaign. Every execution plants a small doubt, then pays it off. The city surprises you. That surprise is the emotion we're selling.
Sudbury. Worth the detour.
Social Campaign: Part of the Wild pillar - the first in a four-part social series built around the campaign's content territories. The Wild pillar pairs real drone footage of the Sudbury basin with the illustrated campaign identity, showing the tension between perception and reality in a single shot. Nature you didn't expect. A city you haven't discovered yet. Formats: Instagram feed 1:1
The City, In Motion.
Every element of the Sudbury illustration was designed as a separate, animatable shape: the buildings, the trees, the food, the water, the sun. The logo animation brings the campaign identity to life by having each piece of the city fly in from the left and assemble in real time, as if Sudbury is building itself in front of you. The movement is intentional. Each shape has its own personality: the sun spins in, the buildings jet and squash on landing, the trees bounce up from the ground. Nothing moves the same way twice. It reflects the campaign idea: Sudbury surprises you. Even the logo doesn't behave the way you expect. Built in After Effects using the original Illustrator vector assets. Every shape is a separate layer, animated with custom easing curves and overshoot keyframes to give the motion physical weight.
Logo animation · After Effects · 1080×1080 · 24fps · Transparent master exported as ProRes 4444