Buy BC

Info

Black background with white text reading '2023—2025'

Concepting — Art Direction — Digital — Social Media — TV

Client — Government of BC | Buy BC
Creative Direction — Grant Fraggolosch
Art Direction — Michael Lipsett
Group Account Director — Caitlin Tang-Hurley
Agency Producer — Brittany Taylor
Agency — Pound & Grain
Video Production — GOOD-IDEA

Overview

Pound & Grain, 2023–2025. Art Director. Client: Government of BC

From a label to a signal.

Buy BC had strong recognition as a mark of origin but no emotional pull. People recognized the label without feeling anything about it.

I led art direction on the campaign that changed that. End to end, from concept through final delivery, across TV, paid media, social, and digital. The work turned Buy BC from a passive identifier into a signal of participation. Buying local as contributing to something bigger than the transaction itself.

Final Creative

Turn a Buy BC label into a signal of participation, where buying local feels like contributing to something bigger.

A collage of outdoor and indoor scenes related to agriculture, food production, and family activities. It includes images of fresh vegetables and fruits, a food manufacturing facility, people shopping for produce, family enjoying meals, a family at an orchard, a farmer at a greenhouse, and a greenhouse interior.

Moodboard

Holding the concept through tariffs.

Early 2025, tariffs reshaped the political context for any "buy local" campaign. The client wanted to pivot. I made the call to hold the photo and video work intact and move the adaptation into voiceover and copy. Lean harder into buying local. Pull back on the producer-as-hook framing. The imagery kept doing the emotional work it was built for, and the new context got carried by the language. The original intention survived. The campaign launched.

The build.

Concept, moodboards, pre-production, on-set art direction, post, and final delivery. End to end. The visual system was designed to feel warm, local, and unmistakably BC. Flexible enough to scale across formats without losing the character of the place it came from.

Role: Art Director, end to end. Adapted the campaign through a mid-flight political pivot without losing the original creative intention. Team: Creative Direction: Grant Fraggolosch. Account: Caitlin Tang-Hurley. Producer: Brittany Taylor. Video Production: GOOD-IDEA.

Social Executions

A series of four social media posts promoting buyBC, a campaign supporting local food producers in British Columbia. The first image shows a woman shopping in a grocery store, the second depicts a man working in a bakery, the third features a loaf of bread with a buyBC sticker, and the fourth displays logos for buyBC and British Columbia.
Four screenshots of social media posts promoting Buy BC, an initiative supporting local farmers and producers in British Columbia. The posts feature images of apples and a person shopping at a produce stand.
A series of four social media posts promoting Buy BC by the Government of BC. The first shows a woman at a grocery store looking at fish, with a logo in the bottom left corner. The second features a boat on a river with trees in the background, promoting supporting growers and producers. The third displays a close-up of ice and a local logo, encouraging choosing local products. The fourth shows logos, including Buy BC and British Columbia, against a plain background.

Social Video - 15sec spot

Paid Media Advertising

A collage of advertisements promoting local shopping and supporting farmers in British Columbia, featuring photos of people shopping for fresh produce, a fisherman on the water, and logos for buyBC and British Columbia.

Arc’teryx

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