The challenge was a full summer campaign with one designer, no shoot budget, and a scope that stretched across Montreal: OOH, print, environmental graphics, digital, credentialing, merchandise, and press.

My strategy was to push for one committed visual language instead of mixing styles across formats. I built the campaign image from stock, altered wardrobe, and Old Port tanker photography, then created a nautical icon system that connected everything from transit posters to wristbands.