UNFAIR
CANADA

CASE STUDY:
[ DESIGN / CG CAMPAIGN ]

ROLE:
CREATIVE DIRECTION

PROJECT OVERVIEW

TURNING A LABOUR DISPUTE INTO A NATIONAL CONVERSATION

Flight attendants represented by CUPE needed to shift public perception during a high-stakes bargaining dispute with Air Canada. The strategy, developed by Point Blank Creative, reframed the issue through a parody airline brand called UnfAir Canada — exposing the gap between Air Canada's polished image and the reality of flight attendants' working conditions. The campaign required 72 video deliverables, 12 ultra-high-res images, and supporting assets across English and French.

THE CHALLENGE

TONE + STYLE

The campaign needed to build empathy for flight attendants without making them seem confrontational. The visual style had to feel warm and relatable while communicating a serious labour issue.

ADAPTABILITY

The campaign had to work across posters, transit wraps, digital signage, and broadcast spots — all in two languages, all from a single production system.

CLARITY OF MESSAGE

Each visual concept had to communicate a complex labour issue immediately and support both animation and extended storytelling without losing focus.

MY ROLE

I LED THE CREATIVE DEVELOPMENT AND PRODUCTION OF THE CAMPAIGN’S VISUALS

This included defining the stylistic direction, collaborating with Point Blank Creative on visual strategy and metaphor development, assembling a team of 3D artists, and structuring a production pipeline capable of delivering 72 video assets, 12 ultra-high-res images, and supporting assets across two languages.

KEY DECISIONS

A STYLIZED 3D APPROACH

We chose a stylized 3D cartoon aesthetic to give the campaign warmth and approachability. It allowed us to introduce humor and exaggeration while communicating difficult topics without appearing aggressive.

METAPHOR-DRIVEN STORYTELLING

Concepts were evaluated on immediate readability, emotional relatability, and flexibility across print and motion formats. Weak or abstract ideas were cut early to keep the campaign focused and coherent.

DESIGNING FOR MULTI-FORMAT USE

The 3D production approach was chosen specifically for its ability to scale. Assets could be adapted across a wide range of applications without significant redesign; essential for a campaign of this size and format range.

OUTCOME

THE CAMPAIGN SPARKED A NATIONAL CONVERSATION ABOUT UNPAID LABOUR IN THE AIRLINE INDUSTRY

89 million impressions,
23.5 million video completions,
and 25,000 public actions in support of the flight attendants.