Role: Live-Action Director + Art Director
Production Company: Imaginary Forces
Co-Director: Mark Gardner
The Canadian network “W” is a lifestyle destination, with a focus on beauty, style, home and food. It is an eclectic mix of all of the different things that we like- from favorite foods and colors to furniture and textures.
Our assignment was to give W a new branded look. We wanted to represent individual tastes and preferences, but we also wanted to show they way these self expressions can come together and evolve with the help of friends and family.
Our solution was to create a branded package that revolves around continual change in a communal environment. Each ID is focused around a hero element that is central to home life and family interaction. As friends and family move through each scene, the objects and environment change and evolve over time.
We get touches of warmth and human interaction, while also showing clever design solutions, healthy living and stylish spaces- all integral themes to the network's identity.