The Hudson’s Bay Company

A billboard of digital art

Profile:

For their 2006 Christmas campaign, The Hudson’s Bay Company wanted to visually activate their store at the south end of Yonge Street in downtown Toronto. They were keen on something dynamic to bring the corner alive and stand out against the Times Square-style advertising billboards of their competitors. The Bay wanted something that was completely graphical and slightly overwhelming.

The challenge got bigger. The Bay is a beautiful heritage building, built in 1929, and has bylaw restrictions regarding the surface square footage that can be covered. My solution? A transparent digital display that blended into the architecture during the day making it practically invisible. Oh, and the whole project had to completed in 8 weeks, before the Christmas rush.

As the lead manager, I managed two project managers and a staff of over 30 people to coordinate the creative, logistical, and onsite installation. Relying on specialists from across North America, this was one huge challenge but we delivered! My problem solving skills and leadership experience were essential strengths to achieving this milestone of a project.

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