Project type: Multi-channel branded content campaign

The challenge: Giant Tiger’sSummer Selects campaign aimed to showcase that great style doesn’t have to come with a designer price tag. The goal was to inspire Chatelaine readers to see Giant Tiger as a destination for stylish, affordable summer fashion. The challenge was creating a campaign that felt polished and aspirational, while staying true to the brand’s accessible price point and voice.

The strategy: I led a cross-platform campaign that seamlessly blended editorial storytelling with strategic marketing. The program included a double-page spread in Chatelaine, an expanded online feature, custom Google, Facebook, and Instagram ads, and a behind-the-scenes video capturing the spirit of the shoot.

I worked closely with the project manager and art director to align timelines, creative direction, and deliverables, while commissioning and leading a full production team — including photographer, videographer, stylist, models, and hair and makeup artists. From shoot planning through final edits, I provided hands-on editorial oversight to ensure every piece of content reflected Giant Tiger’s brand vision and Chatelaine’s editorial standards.

The result: a cohesive, high-impact campaign that blended content marketing, editorial storytelling, and brand strategy into one seamless experience — connecting with readers while elevating brand perception.