‘Possible Lives Here’ is the latest brand platform uniting all of President's Choice's services and defines what it means to be part of the PC® offering. Together their products and services work behind the scenes to make everyday a little easier.
Hinging on the idea of ‘seamlessness’, narrative, aesthetic, and technical decisions were developed with Henry Scholfield, Director, and Mark Connell, Production Designer, early on.
This was an ambitious production. Our challenge was in developing a visual language to express the scale and innovation of the brand, while maintaining a sense of realism.
Building the "PC World" was a multi-layered design process between CG, compositing, and animation that defined how the world looked, worked, and felt.
To mirror the brand tone of ‘everyday believable,’ the VFX preserved real textures and imperfect light, leaning into unnoticeable real world details but highly impactful when viewed together. Multiple plates, CG locations and live-action scenes were explored and integrated into a continuous take, keeping depth, continuity, and scale across environments.
We explored and defined spatial and interactive mechanics, which became the criteria to validate every creative choice, creating a visual system that inspired dozens of modular CG environments and augmented practical sets. This back and forth with Henry and Mark is what made this project uniquely exciting for us!
We combined everything into a continuous flow, with no narrative seams while preserving life-like characteristics and scale. The final output shows a fantastical neighbourhood where we see the intricate effort of PC employees behind the scenes working to simplify everyday life for Canadians.
