The future is yours to make
Project Advertising & Marketing Campaign
Role Art Direction, broadcast concept ideation, XM concept ideation, UX & UI Design
Client Employment and Social Development Canada (ESDC)
Year 2025
Tradespeople shape the world around us – from the bridges we cross to the meals that bring us together. Their impact is everywhere, yet often overlooked. We set out to change that by showing young Canadians how skilled trades power everyday life, and redefining them as career paths that are hands-on, rewarding, and essential to building the future they want to see.
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Agency Feast Inc
Creative Directors Rob Vena, Ante Kovac
Copywriter Michael Knudson
Design team Sam So, Kate Kim, Miranda Cagas
XM Execution Partners: Proof
Year 2025My Role Art Director, UX/UI Designer
We developed a national bilingual campaign that featured a vibrant visual identity catered to Canadian youth, broadcast video ads, OOH billboards, audio ads, as well as Experiential Marketing (XM) initiatives in multiple high school locations across Canada.
Campaign Visual Identity
Broadcast Video
Out Of Home Ads
Social Media Ads
We created platform-specific ads: Pinterest carousels, Spotify audio with banners, and Meta carousels to meet youth where they are and inspire them to help build the future.
Experiential Marketing Event
To reach youth beyond ads, we launched experiential events in malls and high schools across Canada. Five gamified stations let teens try different trades, supported by two interactive screens showcasing career opportunities and real tradespeople’s stories.
Gamified Experiences
Each game had an interactive component where youth could get a glimpse of five different trades with the help of simulated controls, time-based challenges, and hands-on experiences. Brand ambassadors were on site to guide visitors throughout the experience, and directed them to further information on the interactive digital screens.
Digital Screens
We began with an Information Architecture flowchart to define the user flow and content. Then we extended the visual identity across all screens, designing each one while ensuring the information was clear, concise, and engaging for youth.
Collateral Materials
As part of the experiences in high schools, we designed a takeaway package where each student received a sheet with questions from the games they played, a brochure with key information and resources, and a branded pen with the website link to learn more.
