Tim Hortons is arguably the brand that is most identifiable on the world stage in connection to the Canadian identity. The task of bringing to life an image for the brand that better reflected the demographic it proudly represents was accomplished by approaching their photography as well their overall visual identity as something that needs to feel real, lived in, human and vibrant. Texture replaced colour as a primary visual element, and perfect styling was replaced with a more relaxed approach to food preparation.
Client: Tim Hortons
Role: Art Director & Designer
Creative Director: David Taylor
Photography by James Tse, Jim Norton, Rob Fiocca, Ryan Szulc & Edward Pond.
Work created at J Walter Thompson Canada