Overview
Forty Creek
Creative Direction
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Art Direction
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Design
2019
As Creative Director, I developed concepts and visual content for Forty Creek Whisky's social media and digital advertising campaigns, shaping the creative direction from initial idea through production and final execution.
I leaned into a distinctly Canadian visual language, drawing inspiration from working-class culture, familiar places, and everyday moments. We recreated rustic pubs, cottages, cabins, woodworking shops, and fishing docks on studio sets, creating environments that felt lived-in, authentic, and unmistakably Canadian.
Lighting, materials, and atmosphere were central to the approach. Warm natural light, golden-hour tones, weathered wood, flannel, and subtle vintage influences gave the imagery a sense of familiarity and character. The goal was something honest, nostalgic and grounded, rather than sleek or overly polished.
I sourced and directed photographers, videographers and prop stylists, collaborating closely on set to bring these concepts to life. Alongside leading the creative team, I remained hands-on with the design, translating the photography and creative direction into cohesive campaign assets across digital channels.
Photography by Dan Robb.
