Paulo's Wish

The IGA holiday campaign is a cherished tradition that celebrates how food connects us to loved ones. Each year, the challenge is to find a fresh perspective that resonates. This year, the focus was on the bond between sisters through the years.

Our goal was to stay true to IGA's signature look while differentiating this year's campaign from previous holiday tales. We used creative camera techniques, including split screens, crash zooms, and bold angles. The sisters are identical twins so we needed to amplify their differences and ensure they were equally interesting with elements like colour.