Veg Expo—Vancouver’s largest everything vegan and vegetarian expo was an upcoming event taking place at Canada Place for the first time. With numerous of vendors and speakers to be taking place at the expo. It was a mission to get the word out across the city of Vancouver. Thus, marketing material was needed. There were no graphics to create ads—a photo shoot had to been organized. The opportunity to be Creative Director was given, the goal was to capture an image that catches attention of people on the streets. The outfit was particularly chosen to match the beets to give contrast while directing the photographer to capture the ideal image. With specifications from a marketing agency, the ads were produced and used on all social media platforms. The picture was also used in magazine ads, covers and appeared on transit ad space all over Vancouver.