Move Forward
Move Forward was designed to meet audiences in a moment of doubt and guide them toward action with confidence and clarity. I led the visual direction for this cross-channel campaign, partnering with a copywriter, senior designer and motion team to craft a message that was as emotionally resonant as it was strategically grounded.
Client: Mattamy Homes
Agency: The Turnlab
Role: Senior Art Director
Date: February 2025
The opportunity
As one of Canada’s largest and most trusted homebuilders, Mattamy Homes faced a spring market shadowed by economic anxiety. With interest rates high and buyers hesitant, the brand sought a message that would reassure and mobilize. Our challenge was to craft a campaign that spoke with empathy and authority, positioning Mattamy as a trusted guide in this critical life decision.
What we did
A Message Within a Message
In my role as Senior Art Director, I led the visual development of a dual-voice concept designed to mirror the internal dialogue of the buyer. In partnership with a copywriter, we created layered headlines that captured real anxieties with follow-up messages offering calm, expert reassurance. The layout, typography, and motion graphic direction reinforced this journey from doubt to clarity.
To ensure cohesion across channels, I defined a bold visual hierarchy that allowed the emotional core to carry through display ads, search creative, and remarketing formats. The decision to keep the design simple and text-forward was intentional: it elevated the narrative and made the communication adaptable and resonant.
Working closely with the copywriter, I oversaw the execution team including a senior designer, a production artist and a motion designer. By maintaining consistency and clarity, the campaign spoke both to the head and the heart of the audience.
To ensure cohesion across channels, I defined a bold visual hierarchy that allowed the emotional core to carry through display ads, search creative, and remarketing formats. The decision to keep the design simple and text-forward was intentional: it elevated the narrative and made the communication adaptable and resonant.
Working closely with the copywriter, I oversaw the execution team including a senior designer, a production artist and a motion designer. By maintaining consistency and clarity, the campaign spoke both to the head and the heart of the audience.
The Outcome
Confidence That Converts
Move Forward delivered results beyond brand awareness. It drove measurable increases in sales centre visits and a notable rise in form fills and CTA engagement. Perhaps most importantly, we closed the gap between aspiration and action by giving potential buyers the clarity and trust they needed to move forward.
The campaign reaffirmed Mattamy’s role not just as a builder, but as a partner committed to guiding buyers through one of their most significant investments at a moment when they needed assurance most.
The campaign reaffirmed Mattamy’s role not just as a builder, but as a partner committed to guiding buyers through one of their most significant investments at a moment when they needed assurance most.
