Joy Wellness
Intent
Joy had no brand in market yet. The campaign line, about the happiness you feel rather than the one you display, carried it into La Presse, Le Devoir and Noovo Moi.
Joy existed on paper and nowhere else yet. I proposed the campaign line it went to market on: the happiness you feel rather than the one you display. From there every image had to answer one question, whether a young professional could see herself in the room. The model in a tailored suit inside the thermal baths answered it outright. The PR team briefed the shoot to Le Devoir's print specification before it happened, horizontal and high resolution for paper. Le Devoir, La Presse and Noovo Moi all ran it.
2026
joy wellness
The work
- 01Creative direction
- 02Brand photography
- 03Visual language development
Brief excerpt
Joy existed on paper and nowhere else yet.
Results
What the work shipped.
4M
01readers, the La Presse feature
The client's PR agency valued the placement at $8,000, and Joy was the only spa named in the piece.
3.7M
02impressions from the Noovo Moi national feature
Coverage in Le Devoir, La Presse, and Noovo Moi at launch, all built on this imagery.
3 agencies
03built launch strategies on the work
Downstream agencies pulled from the visual system established during this production.
Foundation
04full visual system across channels
Website, social, paid, Google Business, and press kit all run on this imagery.
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