President's Choice — Groove Jones

One of my favourite projects. A charity campaign for President's Choice built at Groove Jones — an interactive 3D experience designed to teach kids how to cook and grow vegetables. The kind of work that reminded me why any of this matters.

As Art Director, I was responsible for the overall visual language: the look and feel of the 3D environments, character style, colour palette, and how the interactive elements communicated with young users. The goal was to make vegetables feel exciting — which is a genuinely hard creative problem.

Real-time 3D with a purpose-driven brief pushes the work somewhere more interesting than a typical commercial. Every visual decision needed to carry meaning: warm, tactile, grounded in the real world but just playful enough to feel like an adventure. The constraints were good constraints.