Tim Hortons x Lance Stroll

Tim Hortons wanted hero imagery for their Lance Stroll partnership, set to roll out during Canadian Grand Prix weekend. The window for delivery was tight: hours from shoot to publication, with content moving live across press, social, and brand channels simultaneously.

I built the production plan around editing on-the-go rather than waiting for a post window. Tethered shooting, real-time culling, frames edited overnight at the hotel between days on location. By the time the GP weekend opened, the press kit was distributed and the social hero was queued.

The hero post pulled 15,000+ likes on the Tim Hortons feed, 12.5 times their average post engagement of 1,600. Not because the post had a celebrity (Stroll's name moves numbers anyway), but because the imagery read as editorial portraiture instead of athlete-with-product. Tim Hortons looked like a brand presenting a national figure, not a coffee chain endorsing a sponsorship.