AIR CANADA - POND
An enchanting holiday campaign for Air Canada that blends timeless storytelling with breathtaking visual effects, sparking a sense of wonder and inspiring audiences to embrace the magic of meaningful connections this Christmas season.
CLIENT - Air Canada
ROLE - Illustrator / Graphic Designer / Concept Artist
TOOLS - Adobe Photoshop / Procreate
CREDITS
Agency - FCB Canada
Production Company - Scouts Honour
Post Production - Nimiopere
Colour - 456 Studios
Visual Effects & Online - Tantrum Studios
Music House - 6 Degrees Music & Sound
The Brief
01
As the festive season began, our studio had the privilege of creating a timeless Christmas campaign for Air Canada. The ad centers around two sisters as they interact with three key elements: Santa’s Workshop, a touch of Christmas Magic, and a charming village in the North Pole
As part of the creative team, I was tasked with designing the key visuals for these iconic elements. I also developed detailed concept frames that guided the 3D and VFX teams, ensuring a seamless integration of these assets into the final production.
(Below) - Final Concept Design for Santa’s Workshop Cabin
Santa’s Workshop
02
The first key visual I designed for this project was the iconic Santa's workshop (pictured above). For inspiration, I drew from the charming cottages found in the European countryside, blending rustic aesthetics with a touch of holiday magic. The final concept features a cozy wooden cabin, subtly adorned with festive elements such as glowing lights, a seasonal wreath, and red-painted accents, all contributing to a warm, inviting atmosphere.
Surrounding the workshop, the environment was carefully crafted to evoke a sense of comfort and cheer, even in the midst of a snowy landscape. To further suggest Santa’s presence, I incorporated playful details like a sign with hanging ornaments on the left and a sleigh parked on the right, adding a whimsical touch to the scene.
(Below) - Right and left facade designs
The snowy landscape is a constant backdrop throughout several key scenes, and to ensure seamless continuity, I carefully crafted a series of concept frames to guide its evolution. Each frame was designed not only to captivate visually but also to maintain the landscape’s distinct identity as it reappears throughout the project. The frames also streamlined the creative process for both the 3D team and VFX artists, guiding them to bring the environment to life with greater precision and consistency as production progressed.
(Below) - Concept art for background trees and night environment
Christmas Magic
03
Another key visual element I developed for this campaign was the ice magic that freezes over the pond, allowing the sisters to skate on its surface. Before the simulation could be created, I first illustrated how the magic would manifest in action. This concept frame served as a vital reference for the CGI artist, capturing all the intricate layers of visual elements required to bring the frost magic effect to life. By defining the magic’s appearance early on, we ensured a cohesive and visually stunning final result.
(TOP) - Key shot illustration of initial magic droplet, (BOTTOM) - Ariel concept of ice magic spreading
Santa’s Village
04
The final concept I worked on for this project was an aerial shot of the Air Canada plane, setting the stage for the snowy environment surrounding Santa’s workshop. After establishing the overall atmosphere and lighting in a concept frame (right image), I went on to design a small village asset, which was later integrated into the final scene as a matte painting (image below). This approach helped bring the entire landscape together, creating a seamless and immersive environment.
(RIGHT) - Final Approved Concept
(BELOW) - Additional Concepts