I am an
Experiential Art Director
shaping brand experiences through design and storytelling.

C2 Montréal

  • C2 Montréal 2025 — “Motion: The Art of Taking Action”
    An international creative-business event exploring how motion fuels transformation. This edition invited participants to step out of passivity and into intentional action across three thematic days: Experiential Storytelling, Sustainability & Purpose, and Transformative Technology.

    The Challenge:
    Design immersive branded environments that bring this theme to life—across signage, stages, digital, and spatial experiences. Each space needed to move participants both physically and emotionally.

  • Art Director

    • Created the creative world for the annual theme “Motion: The Art of Taking Action,” encompassing branding, design, signage, and overall narrative.

    • Led a multidisciplinary team including graphic designers, motion artists, sound experts, and scenographers, ensuring clarity and consistency in artistic concepts.

    • Integrated AI tools such as ChatGPT and DALL·E to enhance creativity and accelerate the development of visual drafts.

    • Managed the full creative workflow, maintaining a clear vision and effective communication.

    Key Achievements:

    • Developed adaptable visual systems suitable for various formats and spatial arrangements.

    • Contributed to the creation of moodboards, 3D models, and story frameworks aligned with the event’s three-day thematic structure.

    • Collaborated closely with production and construction teams to uphold the integrity of the creative vision throughout execution.

    • 30,000+ sq ft of designed space across 5 immersive zones.

    • Guided 6,500+ participants through dynamic, future-driven environments.

    • Environments praised for their coherence, depth, and emotional resonance.

    • Visual language unified across print, digital, and physical touchpoints.

    Keywords:
    Art Direction • Experiential Design • Immersive Environments • Motion Systems • Strategic Storytelling • Scenography

CN100 - A Moving Celebration

Art Director

  • CN100 – A Moving Celebration
    Commissioned by Canadian National Railway to mark its 100th anniversary in 2019, CN100 – A Moving Celebration was a touring experiential exhibition—a mobile, intermodal container village designed to bring the history, people, and identity of CN vividly to life throughout North America.

    The Challenge:

    • Create a transportable exhibition that could function across multiple cities yet feel rooted in discovery and emotion.

    • Translate CN’s century of railway heritage into modular spatial design, in container-based installations.

    • Fuse brand identity and storytelling into physical environments that evoke motion, community, innovation, and Canadian identity.

    • Engage diverse audiences—families, railway enthusiasts, local communities—through accessible, interactive exhibits that educate and inspire.

  • Role: Art Director

    • Co-led the art direction of CN’s centennial traveling exhibition, shaping the creative vision across spatial storytelling, visual identity, signage systems, and interpretive experiences.

    • Facilitated brainstorm sessions and cross-disciplinary collaboration, ensuring the creative process remained inclusive, strategic, and aligned with the project's core narrative: celebrating 100 years of movement and connection.

    • Directed a multidisciplinary team (graphic, motion, spatial designers, and content creators) and worked in tight coordination with production and fabrication partners to translate vision into buildable, tour-ready environments.

    • Ensured that every element—from container layout to narrative pacing—supported a unified, emotionally engaging visitor journey.

    Process Highlights:

    • Developed a modular, site-adaptable design system suited for a multi-city tour across Canada and the U.S.

    • Led the creation of an integrated visual language applied across exhibition graphics, motion content, interpretive signage, and environmental design.

    • Prioritized accessibility and emotional resonance by integrating interactive, family-friendly storytelling formats.

    • Bridged creative ambition and logistical constraints by partnering closely with engineering and build teams from early ideation to on-site execution.

  • The exhibition traveled across multiple cities in Canada and the U.S., welcoming thousands of visitors and creating a deeply personal, interactive encounter with CN’s 100-year legacy.

    • Successfully transformed a complex historical narrative into a memorable and emotionally resonant experience—accessible to families, rail enthusiasts, and local communities alike.

    • The modular, container-based design allowed for efficient touring logistics without compromising on creative impact, earning praise for both its flexibility and visual coherence.

    • Received national and international recognition, including a Grand Prix Design IDÉA, and features in prominent creative awards showcases such as The One Show (ADC) and Applied Arts.

    • Helped reposition CN as not only a logistical leader, but a cultural and historical touchstone, reinforcing its role in shaping communities, commerce, and Canadian identity.

    Keywords:
    Art Direction • Exhibition Design • Experiential Storytelling • Modular Environments • Centennial Branding • Public Engagement • Award-Winning Work

Sid Lee

C2 Montréal 2025
Motion: The Art of Taking Action

Art Director

LG2 Architecture

Sid Lee

2019

National Bank - Alt Court

Art Director

2016

  • As part of National Bank of Canada’s sponsorship of the Rogers Cup (Canadian Open Tennis), the ALT Court experience was a bold, invitation-only event targeting millennials while maintaining appeal to broader audiences.

    Designed by Sid Lee, ALT Court blended elements of nightclub, art installation, fashion, and music into a high‑tech, immersive activation. It reimagined tennis conventions with cutting-edge design, branding, and sensory storytelling aimed at building brand equity among younger demographics while reinforcing National Bank’s connection to tennis.

    The Challenge:

    • Reinvent National Bank’s role in a traditional sports sponsorship into a cultural experience for millennials.

    • Create a brand-driven activation that balanced exclusivity with energy, merging art, fashion, design, and music.

    • Conceptualize and enact a short-lived yet visually and emotionally impactful event that felt both unexpected and authentic.

  • Role: Art Director

    • Contributed to the art direction and brand identity of ALT Court, a disruptive experiential campaign for National Bank, designed to connect the institution’s core brand with tennis culture and the values of a younger, millennial audience.

    • Helped shape a visual language that blended sport, fashion, and nightlife codes, positioning National Bank as a culturally attuned brand while maintaining its credibility and trust.

    • Collaborated on the design of the event’s immersive tennis court installation, using reactive lighting and scenography to transform the space into an emotionally charged, unexpected experience.

    • Participated in the development of an original short film created for the campaign—ensuring aesthetic coherence between the event environment and its narrative extensions.

    • Supported creative leads through moodboarding, identity development, typographic exploration, and presentation design, ensuring cohesion across print, digital, and spatial outputs.

    Process Highlights:

    • Contributed to defining the brand tone and visual codes—balancing National Bank’s institutional DNA with bold, culturally relevant storytelling.

    • Collaborated with spatial and motion teams to integrate sound, light, and movement into a unified experiential arc.

    • Participated in cross-disciplinary brainstorms to ensure alignment across physical installation, video content, and brand positioning.

    • Supported onsite execution and production oversight to ensure design integrity in the final build.

    • ALT Court served as a successful bridge between National Bank’s institutional identity and millennial culture, activating its sponsorship with a visually daring, emotionally resonant experience that felt authentic and culturally relevant.

    • The invitation-only, influencer-led event became a high-visibility moment on social platforms, positioning the activation as shareable and aspirational content tied to a major sports sponsorship.

    • The immersive, reactive lighting tennis court installation and the event’s short film extended engagement beyond the physical space—serving as strong visual collateral widely shared by creative media and attendees alike.

    • Industry reception highlighted ALT Court as a blueprint for future experiential activations, particularly in how it melded sport, fashion, music, and design to create distinction within a traditional event setting.

    • ALT Court reinforced National Bank’s connection to tennis while advancing a fresh, bold brand image—elevating a standard sponsorship into a memorable, culturally attuned experience.

    Keywords: Brand Activation • Experiential Design • Millennial Engagement • Cultural Storytelling • Lighting Installation • Film Integration • Sports Sponsorship Reimagined

2025

Comfort Colors - The Comfort Oasis

Art Director

  • To reinforce its presence in the U.S. apparel market, Comfort Colors sought to bring its brand values—softness, emotion, sustainability, and individuality—into a physical environment. The goal was to go beyond product and offer visitors a full-body, sensory experience that would deepen emotional connection and elevate brand perception.

    The Comfort Oasis, unveiled at the 2023 Impressions Expo in Long Beach, was conceived as a multi-room, immersive installation:
    a space to pause, breathe, and connect—with oneself and the brand.

    The Challenge:

    • Translate the tactile softness and pigment-rich tones of Comfort Colors apparel into a visceral, spatial experience

    • Design an emotionally resonant environment that would feel personal, reflective, and calm within the busy context of a trade show

    • Structure the space around four distinct sensory zones—each capturing a mood or value central to the brand (comfort, nostalgia, sustainability, and play)

    • Integrate a digital layer (aura-matching QR experience) to personalize interaction while reinforcing product relevance

    • Balance commercial goals (increased brand affinity, sales enablement) with an authentic, emotionally driven experience architecture

  • Role: Art Director

    • Worked in close collaboration with the architect to co-conceive the spatial layout and flow of The Comfort Oasis, ensuring the environment reflected the emotional and sensory values of the Comfort Colors brand.

    • Led the graphic design across the entire experience, creating the visual system—typography, signage, color palettes, and layout elements—that supported the narrative arc and visitor orientation.

    • Collaborated with the creative director and copywriters to align visual tone and messaging across the four themed zones: Comfort, Retro, Eco-Conscious, and Rainbow.

    • Focused on integrating brand expression into both spatial and graphic elements, creating a cohesive experience from entrance to exit.

    • My involvement concluded at the final delivery of design files; I was not involved in client presentations or fabrication.

    Process Highlights:

    • Co-developed the spatial experience concept alongside the architect, shaping the emotional logic of the visitor journey.

    • Designed all environmental graphics, including large-scale text treatments, signage, and subtle narrative prompts.

    • Developed a visual system that reflected the brand’s softness and calm while remaining practical for an event context.

    • Debuted at the 2023 Impressions Expo in Long Beach, the Comfort Oasis offered a standout sensory experience in a high-energy trade show setting.

    • Visitors moved through four immersive zones—Comfort, Retro, Eco-Conscious, and Rainbow—designed to evoke softness, nostalgia, and individuality.

    • The space featured a QR-based aura tool, blending personalization with product connection.

    • The project earned a Bronze GRANDS PRIX DU DESIGN Award for its emotional depth, spatial coherence, and experiential innovation.

2022

About

I come from a strong background in graphic design, with a deep sensitivity for composition, color, and 2D systems. Over time, I’ve developed a passion for translating those principles into 3D environments and immersive experiences — spaces that move, speak, and stay with people.

I spent several years in advertising at Sid Lee, where I honed a 360° approach to storytelling — blending strategy, visual identity, spatial design, and emotional impact into cohesive, multi-sensory brand experiences.

Services

Creative Direction
Art Direction
Space and Experience Design
Visual Identity
Graphic Design
Storytelling
Brand Strategy

Awards

2020 – CN100, A Moving Celebration
Art Direction at Sid Lee

Grand Prix Design – Idéa
Best of Show – Marketing Awards
Gold – Brand Environment – Marketing Awards
Silver Cube – ADC Awards
(Branding Systems / Identities – Integrated)
Merit – One Show
(Branding/Identity System, Experiential
& Immersive, Art Direction)

2017 – Alt Court, Banque Nationale
Art Direction at Sid Lee

Prix Grafika - Design événementiel