GTAA Pearson Marketing Campaigns
Published
Project Information
When Toronto Pearson, Canada’s busiest airport, needed to elevate its marketing campaigns, they turned to motion design to capture the dynamic energy of air travel and the vibrant spirit of Toronto. I, along with the team at The Workhouse, was tasked with creating a series of compelling motion graphics that would not only enhance their digital presence but also resonate with a diverse global audience. Through a blend of striking visuals, seamless animation, and strategic storytelling, the campaign successfully communicated the airport’s brand message, driving engagement and leaving a lasting impression on viewers. Elevated to new heights while at The Workhouse.
Role
- Creative Concepts
- Presentation
- Art Direction
- Collage Design
- Design Rollout
- Execution
Timeline
- Spring 2023
- Summer 2023
- Winter 2023
- Spring 2024
- Summer 2024
Team
Skills
- After Effects
- FigJam
- Figma
- Illustrator
- FFMPEG
Toronto Pearson Summer Campaign 2024 9×3 Screen Example
Background
Toronto Pearson Airport, managed by the Greater Toronto Airports Authority (GTAA), is Canada’s busiest airport and a key global hub. As part of their initiative to revitalize their digital marketing efforts, the GTAA sought The Workhouse's help to enhance their brand visibility and connect more effectively with both international travelers and the local community. The challenge was to create dynamic motion graphics that would capture the energy and excitement of air travel, reinforcing Toronto Pearson’s reputation as a world-class airport. The project had tight deadlines and required consistency across various digital platforms, all while delivering visually impactful content.
Campaign Rollout Examples
One of the more interesting formats was the "Flower" — a 360° screen wrapped around a help desk.
Designing for the Baggage Carousel Video Wall required bold, dynamic visuals that could engage travelers at a glance, with key messaging clear from a distance.
Toronto Pearson Terminal Screens
The Toronto Pearson terminals feature quite a few ultra-extended screens in 2×10, 2×6, and 3×9 configurations. Designing for these long formats requires special consideration, such as repeating important information like CTAs, at each end of the screens.
Social Media
Process
To meet these objectives, the project began with extensive research into Toronto Pearson’s brand identity and target audience. This research informed the conceptualization phase, where ideas were developed that aligned with the airport’s campaign vision of modern, efficient, family-friendly travel. Detailed Figma and FigJam storyboards were created to map out the visual journey, focusing on smooth transitions and maintaining the airport’s campaign choice distinctive colour palette and typography. Using After Effects, I then brought these concepts to life, producing fluid animations that encapsulated the movement and vibrancy of the experiences, retail, or air travel. Collaboration with the GTAA marketing team was integral throughout, ensuring that the final motion designs met their strategic goals and adhered to their branding guidelines.
Social Media Assets and Pearson Square Execution
For each campaign, assets were created for social—Facebook, Instagram, Twitter/X, and LinkedIn.
One of the trickier assets was the ‘Pearson Square,’ a two-sided, six-screen display that always offers unique opportunities. For this campaign, the lower screens featured scrolling content while the other screens remained mostly static except when transitioning between English and French.
Winter Campaign Billboard Mockup
As part of The Workhouse’s yearly sizzle reel, GTAA’s winter campaign ended the reel with the use of a whip pan and After Effects pseudo-3D features providing the depth seen while the camera moves into the center and various balls move forward.
Outcome
The result was a series of polished motion graphics that were successfully deployed across Toronto Pearson’s digital platforms, including social media, their website, and in-terminal displays. These designs effectively communicated the excitement of travel and the efficiency of Toronto Pearson, leading to a significant increase in engagement. The GTAA praised the work for its visual appeal, swift turnarounds, and alignment with the airport’s branding, marking the project as a success in elevating Toronto Pearson’s digital presence.