RBC
TIFF RED CARPET GALLERY 2024
Discipline(s): XM
Agency: Salt XC
Role: Design Director
ACD: Kareem Halfawi
In 2024, the RBC Red Carpet Gallery returned to TIFF, this time with a new and improved look. Known for being one of the most coveted destinations for celebrity spotting during TIFF, its location in David Pecaut Square on the Roy Thomson Hall red carpet gave Avion Rewards members access to an exclusive viewing experience of stars arriving to their gala premieres. The activation featured interactive elements, including a unique photobooth experience where guests could be the star of their own film poster. The street-facing side of the structure displayed prominent Avion Rewards branding, while the red carpet side was required to feature equal parts TIFF and RBC branding since it was used as a backdrop for celebrity photos (including Adam Driver & J.Lo, see above
I was responsible for designing the graphics for the entire structure, signage/wayfinding, staff badges, e-mails, and the poster backdrops for the photobooth.
TAYLOR SWIFT “THE ERAS” TOUR
Discipline(s): OOH
Agency: Salt XC
Role: Design Director
Sr. Design Director: Benjamin Gehlen
As part of over a year long campaign for RBC as a sponsor of the highly anticipated Taylor Swift Eras Tour, we designed an out-of-home takeover of Union Station and the SkyWalk in downtown Toronto to celebrate Canadian Swifties. A massive undertaking with over 200 individual assets, it took a team of 4 designers to plan and execute the printed aspect of this project in order to meet the strict deadline which was made even more challenging with ever-changing restrictions and multiple levels of approval. The creative featured RBC contest winners who submitted videos via social media to enter to win tickets to the tour, as well as a shimmery Swiftie-inspired backdrop and iconic Taylor Swift symbols.
While I’ve worked on large scale printed ad placements before, this one was a unique challenge since we wanted the creative to be varied as you moved through the station. Each placement had different specs, including various obstruction allowances for things like waste bins, signage, and mechanical objects.