Canadian Tire is an important brand. It was an honour to be approached to collaborate on an artistic project together. In addition, it was the very first NFT project by this brand or any other national brand at the time. This was an opportunity to create an original work of art that would be minted on the blockchain.
Digital Art Collaboration
That is the exact language used in writing for the project proposal letter on behalf of Canadian Tire. It was specifically address to Adam Jarvis (aka. Vectorvault in the digital art world). This was at the beginning of brands curiosity about NFTs (non-fungible tokens). It also coincided with a holiday retail window marking Canadian Tire’s 100 year anniversary. The planets aligned.
Juggernaut Design Studio in Toronto were at the time, ranking high in search results for Toronto NFTs. Natalie Jarvis (aka. NFT Nat – Nat from Toronto) also served as project manager making certain that everything came to fruition. And it did.
You can read more about it here.
Custom Packaging
Every project we create at Juggernaut Design is an exercise in predicting moments. Like the moment that the President of Canadian Tire and the Creative Director of Leo Burnett opens these gifts that we created for them personally. The custom foil stickers. The precision fit boxes and shippers. All designed and produced in Canada.
‘This project was a ballet. A symphony of details that was executed with thoughtfulness and care. It’s what Canadian portfolios refer to as a “crown jewel”. I am very proud of the final product. It means a great deal to me to be recognized in my country as an official Canadian Digital Visual Artist.
This was more than a branding exercise. It was a validation.
It required historical research and an Artistic touch that could only come from a living, breathing human Canadian. Not an AI emulation. A blockchain-verified Artistic collaboration. One with soul and heart.
I was here. I made things in Canada. This is verifiable proof.”
Three of a Kind
The packaging design and digital video frame was created by Juggernaut Illustration and Design Inc. in Toronto. Natalie Jarvis served as project manager, tying all of the pieces together. In total, 3 of these kits were created one for Canadian Tire, One for Leo Burnett Canada and One for the Juggernaut Studio where it is displayed proudly for its packaging design and detail.
No AI Art was used to create any of this project. Why? Because this was a human collaboration with a 100+ year old brand. Using AI art would have cheapened the end result. It also goes against the Juggernaut company position regarding artificial intelligence. As an incorporated Design Company in Canada, we feel that it is important to support the creative network of which we are integrated into. Plus: the robots don’t need the money.
Social Media Storytelling
The process for this project was captured from several touch points on multiple platforms. Because this was the first project of its kind it was important to record the details of not only the final project but how it was created.
It started with a mystery teaser post and eventually launched with a reveal video in time for the Holiday Season.
Historic Artistic Collaboration
It does not matter if this project is remembered for its human craftsmanship or its attention to detail. People forget. The blockchain however never forgets.
This was the first of its kind. Unique and special. Overlooked at the time for its significance in the world of digital art.
This artistic collaboration between the ultimate Canadian brand and a patriotic Canadian Digital Visual Artist is etched in stone. – Forever…