When the PanAm Games were hosted by Toronto in 2015, Maytag was one of the major sponsors. They teamed up with three promising Canadian athletes (Paula Findlay, Kyle Jones and Vanessa Riopel) for the #PerformanceCounts campaign, which tied the strength, power and dependability of these athletes back to Maytag's products.
One aspect of this campaign involved a Maytag Laundry Concierge on the athlete grounds of these games, where athletes could drop off and pick up their laundry. I art directed imagery for this space which needed to tie back to the campaign theme. Flat lay imagery was also created for Maytag’s social channels using the athletes' gear in order to tell stories during the campaign.
Art Direction: Andrea Jaggs
Creative Direction: Chris Davies
Photography + Retouching: Michael HaleyAgency: Hill+Knowlton Strategies Canada
Partner Agency: Red Lion Canada