Creative that drives the story without overpowering its message is not always an easy task, especially when your objective is to be bold but subtle.

Teaming up with John St. and Heyd & Seek, we worked with Shoppers Drug Mart to identify their goals and inspirations, and carefully applied their brand style into their 2018 Colour campaign. Aligning ourselves with the brand, we recognized their themes of boldness, beauty, courage and individuality were top priority and animation seamlessly integrated into the spot would serve a far greater purpose in supporting and complementing these themes.

Developing several approaches that ranged from conservative to boundary-pushing, we landed on a reserved but dynamic style that highlighted the looks of each actor and flowed with their movements on screen without overpowering the models.

The message came through loud and clear – be bold, be YOU!