Handle with Care.
Pflag Toronto, a volunteer-run charity and support network for parents, friends and allies of Toronto’s LGBTQ community, wanted to create a campaign to coincide with National Coming Out Day to help bring awareness to the sensitivities of families handling sexual orientation and gender identities within their family and the coming out process of their children.
Partnering with J. Walter Thompson, I directed a small team of talented individuals to help bring these posters to life. Each poster featured words made out of delicate materials with the tag-line “We’ll help you handle their words with care.” I designed, modelled and textured the lettering and backgrounds, and worked with the team to light, render and composite the images along with some additional modelling.
The campaign included 68 posters on Toronto’s subway platforms, and over 700 more posters on buses, street cars and subway cars.
Handle Their Words With Care
Print | Transit | Campaign
Client – PFlag Toronto
Agency – J. Walter Thompson
Creative Director – Ari Elkouby
Producer – Cathy Jefferies
Design – Steve McArdle
Modelling/Texturing – Steve McArdle/Chris Crozier
Lighting/Rendering – Steve McArdle/Chris Crozier
Compositing – Steve McArdle/Kosta Lavrinuk
“No matter how prepared you think you are, parents often inadvertently do or say the wrong thing. A child will have had years to process their sexual orientation or gender identity but as a parent you have only seconds to respond in that moment.” “We know that handling these moments with care can ensure the relationship between parents and their children remain intact.” – Anne Creighton, President of Toronto Pflag.
The posters were featured on every platform on the TTC subway lines, along the main walkways and the entrance ways to each station and communal area.
We had to try several different layouts and surfaces and shaders to get the look we wanted to help deliver the message that was eye-catching, but still helped demonstrate the delicate nature of the words being delivered.