Hudson's Bay Beauty Campaign

Creative Direction of photography and design for Hudson's Bay campaign to launch Beauty Underground, a new concept shop in the Queen St flagship store. Beauty Underground was designed for the millennial customer on the go, breaking department store boundaries by adopting a boutique shop mentality and doing away with segmented department store brands. The shop is located in the underground pathway of the Toronto flagship leading to the busy subway system. Campaign took over the subway platforms throughout Queen and Dundas downtown stops, and the logo design and imagery created a branded environment in the store.