Work & Archives.

Pride isn’t just a moment—it’s a mindset. And for Levi’s, it’s always been personal. <br /> <br /> Born in San Francisco, Levi’s has long been embedded in the fabric of queer history. Their commitment to the LGBTQIA+ community isn’t seasonal—it’s local, lived and long-standing. It’s reflected in who they hire, who they cast and who they design for.

PrimeAsia has been the go-to leather supplier for brands like Nike and Timberland since 1985. But with shifting design trends, flashy new competitors, complex sustainability debates, and a new generation of decision-makers, they risked being overlooked. We helped Primeasia reassert their leadership with a bold new positioning, refreshed brand identity and a web platform that showcased their world-class edge.

Old Montreal, with its cobblestone streets, rich heritage, and cultural vibrancy, is more than just a neighborhood—it’s a true destination. Behind this energy, SDC Vieux-Montréal brings together over 2,400 passionate members, all dedicated to elevating this historic gem. When the time came for the SDC to modernize its website, they entrusted us with this ambitious project: to create a platform that truly reflects their mission and their community.

In a world filled with negative news, GITNC's website highlights the good being done globally and we wanted to create a digital space that was as bold, modern, and impactful as the movement itself. By blending bold design with seamless functionality, we created a platform that embodies their ethos and makes Good undeniably Cool.

Founded in the late 90s, W Hotels broke onto the hospitality scene in loud opposition to “The Beige Age” – an era when bland uniformity and cookie-cutter experiences permeated hospitality and culture. In that moment, W Hotels redefined the industry with vibrant, design-forward experiences.<br /> <br /> As a brand that had set the tone for decades, this year, they once again sought to disrupt their industry by signalling their mutli-year brand evolution to the world. As part of this 360-approach to experience transformation, TUX was tasked with creating a brand campaign that would reignite the relevance of W Hotels, giving them permission to reclaim their place as cultural tastemaker in the eyes of an ever more discerning creative class.

Lando Norris takes the wheel in this thrilling new campaign, bringing the high-octane spirit of Polo Red to life. We were tasked with creating a social campaign that captures Ralph Lauren's enduring connection with sports and ambition. Shot at the Circuito de Navarra in Spain, our team maximized a 4-day trip to complete a 1.5-day shoot that showcased Polo Red's powerful allure, irresistible fragrance, and thrilling intensity, using Lando Norris' relentless drive as a metaphor for the brand's ethos.

How do you do something fresh and shift perception in a category as traditionally safe as oral care? The answer’s not to pull a 180. It’s to pull a 360. To help quip launch their new oscillating toothbrush, we created a 360 campaign inspired by the exhilarating, rotating energy of the brush itself. Our 360-degree camera rotations, round fisheye framing, and revolving movement put a (literal) new spin on a routine we all do twice a day.

For the continuity of it's Polo 67 campaign, Ralph Lauren turned to Tux and Ben Shelton for a bright, bold and powerful social media campaign and digital assets. Shot against a stunning Italian backdrop, this campaign showcases not just Ben’s athleticism, but also his elegance and intensity - perfectly embodying the iconic fragrance.

Plastic pollution has unfortunately become an acceptable sight. The image of plastic bags caught in trees and plastic bottles drifting in the ocean has become disturbingly familiar. In our exploratory animation film, Disorder, we aim to remind people of the visceral reaction one should have when witnessing plastic overwhelming our environment.

While preparing to launch its new face care line, Eucerin saw an opportunity to re-evaluate and re-energize its brand in a bold way. TUX was asked to lead the charge in transforming Eucerin‘s master brand across all 3 product categories (Sun, Face and Body). From developing a new, disrupting visual direction, strengthening its key message, and narrowing down which products to focus on, we helped Eucerin achieve the most efficient and impactful way to turn brand perception around.

We continued our partnership with the Montreal Symphony Orchestra (OSM) in 2023 creating a print and video campaign that captures the energy of the orchestral experience, and celebrates its new musical director, Rafael Payare.

Escape Coffee sources and sells the best coffee from all over the world. But their mission isn't just about coffee; it's about the significance of slowing down to savour life's simple pleasures. You know, those moments when you focus on just one thing, and magic happens? That's the vibe we wanted to capture. So we crafted a bold new brand identity, colourful packagings and a user friendly e-commerce website inspired by the essence of "escape".

The Sneakerkini was the first of it’s kind swimsuit that celebrated Nike’s most iconic essence: the sneaker. Our campaign, ‘Sneakers Reimagined”, celebrates a fearless spirit and imagination. Using CGI paired with live action capture, we built a visual narrative that connected the shoe to the details of the swimsuit.

Salt is in every home and in every kitchen, yet we pay little attention to it. But a salt brand deserves a little bit of flavour, doesn’t it? In a time where consumers expect more authenticity from brands, we had an incredible opportunity to deliver a fresh perspective on the joy and transformative power of salt. Just imagine how bland life would be without it.  

We developed a narrative rooted in Outer’s desire to get people outside, leveraging a hero campaign film that provided cut downs of specific communication points. Visually, we centered in on the visual connection between the earth, the product, the home and the family.

Systems is the world’s first meal-delivery service tailor-made for your metabolism. It boosts your health and energy levels by leveraging genetic analysis and real-time biomarker data to feed you exactly what you need.

To develop a brand that felt feminine and timeless, while still making space for playful use of color - something less traditional in category. All while aligning with Facile’s brand philosophy that “good skin should be easy.”

The Martin Family Initiative (MFI) works in collaboration with Indigenous communities to advance family, educational, and economic well-being outcomes of First Nations, Inuit, and Métis children and youth. Our objective was to develop a new brand platform that focuses on MFI communication efforts while simultaneously seeking creative solutions that consciously and meaningfully showcase Indigenous culture.

Converse by You is a place where creativity and process meet. We were mandated by Converse to conceptualize and develop a modular in-store space where individuals can express their personality through customization. Consumers become a creator —stamping, stitching, pressing, and accessorizing their own unique shoe.

In 2020, TUX introduced the TUX Karma Foundation, aiming to leverage the company's profits to “chip away at world problems – creatively.” The purpose of the website is to showcase the projects the foundation is working on, as well as their team and mission. Our intention was to explore the concept of ripples, as every small action we take has the potential to create significant impacts.

Sandy Shore is more than just a farm that grows food — they also grow communities. For their new website and identity, we wanted to create an experience as fresh and vibrant as their products. We created colourful illustrations and animations based on the concepts of growth and earthiness.

Edifis is a progressive player in industrial real-estate development, with a commitment to bringing purpose and vision to ambitious construction projects. We created a strong brand identity and a website that reflect the company's dedication and drive.

EDIT is a revolutionary medically adaptive approach combining an FDA-approved, physician-prescribed, at-home ketamine program with integrated VR group therapy. TUX was asked to embark on EDIT’s nascent journey in two dimensions: developing IRL visual branding and identity and constructing EDIT’s first VR space for therapy where patients can heal trauma and build a new inner narrative.

2a are experienced authenticators who know how to price, grade and validate a product’s authenticity. We create a brand and an online presence that are the reflexion of their luxury products and services. Showcasing the story behind every product, those little desirable details of an item’s story and heritage that make it so valuable.

Too many women’s health issues go unseen every day. One-third of detectable fibroids go undetected and 30% of fertility issues are diagnosed with unexplained infertility. Years of neglect have resulted in a visible gender health gap in women’s research and clinical care. Having experienced this for herself, co-founder Nehal Farouky and her partner, Dr. James A. Gohar, set out to create a new clinic concept in women’s healthcare and hired TUX to help bring this vision to life.

EPAV (which is VAPE spelled backwards) is an infotainment platform that showed the other side of vaping by featuring questions from real teens. These were made into various content formats: testimonials, experiences shared between teens, opinions, interviews by teens, and facts about vaping.

With its latest advertising campaign, Altitude Sports wanted to reassert its position as the leading online outdoor-equipment destination. We created a world of sensory escape that lives up to Altitude Sports’ obsession with well-designed gear.

Morton is a staple of American dinner tables. But many home chefs don’t know the brand beyond its iconic blue box of table salt. So, for the spring-summer launch of their new salt and pepper grinders, we wanted to show America’s cooks the novel ways that Morton can help bring out the best in every dish.

Windsor Salt is an iconic Canadian brand that holds a leader position in the category. In the past two years, they wanted to increase household adoption of premium salts including pink salt. Although Windsor is highly trusted, they weren’t seen as a specialized salt brand by consumers.

When Kinova approached TUX to help them enter into the world of industrial automation, we aimed to help them make a splash without going overboard. We created a new brand positioning, web experience and communication tools that would bring distinction in the marketplace but also credibility — a fine balance of conveying aspiration and functionality.

Brouillon — meaning draft in English — is a reference to the creative process, to the vision the owners have, to an idea in development. Brouillon Café-Buvette is a bit like that, a space that is destined to grow with its customers. From morning to night, from a cup of coffee to a glass of wine, Brouillon welcomes everyone with open arms.

Brivia Group is a real estate development and investment company known for projects that embody a keen attention to design and architecture. With their residential project Mansfield, they set out establish a new icon in downtown Montreal – one rooted in the neighbourhood’s heritage.

We have come to thrive in a culture of convenience. Our obsession for always-on digital access seems to have made us forget the real convenience of having a mall – instant access to physical goods right around the corner. Accordingly, we created a communication platform meant to remind people of the convenient abundance of goods, spontaneity, and vibrancy that only a shopping mall can deliver. The platform provides a generous range of stickers, images, and words that enable the client’s marketing team to react, comment and engage with consumers online, in real time.

Unlike all other retinoids known for their harsh side effects, Altreno is formulated as a lotion with moisturizing properties. Despite this, Altreno still faced challenges with increasing its distribution amongst health care providers, who were prescribing generic retinoids more than any “brand name”. We created an awareness campaign and a brand refresh that simplified the Altreno science, making prescription skincare approachable and desirable.

1MILLION Dance is a dance studio and content producer based in Seoul, South Korea. Looking to expand its international reach, 1MILLION Dance came to TUX for multimedia rebranding to level up its visual and animated identity, website, and in-studio-experience. We crafted a look and story to engage all dancers and viewers into 1MILLION Dance’s deeply creative world.

Health is fundamental right. Equally fundamental is the right to be treated fairly, without judgment, when accessing health care. If "healing without judgment" seems self-evident to you, you're right, because it should be.

In 2020, after many years as an auto-parts supplier, Bumper to Bumper launched their Auto Service division, marking the company’s entry into the world of automotive service providers. TUX was mandated to build the new branch’s brand identity and positioning, keeping in mind a key challenge: the brand had to first and foremost speak to mechanics. Which means we had to understand their reality and be as authentic as possible.

Bausch Health set out to remodel the Pharma industry with Dermatology.com at a time where telemedicine was shaping up the new normal. The ambition was to give patients access to quality prescription skincare and empower them to request a desired treatment via online consultation. When it comes to RX skincare, democracy in "brand choice” rarely exists, and we wanted to disrupt the existing power dynamic.

Equifruit is Canada’s leading Fairtrade-certified banana importer. Tired of having Fairtrade bananas dismissed as a nice-idea over a necessary business decision, Equifruit approached TUX for a total rebrand to make their offering something no produce buyers could ignore (or refuse).

RISE, the leading kombucha brand in Canada, is known for its “good-tasting” products. In 2016, when they called on TUX in 2016 for their launch in the U.S. market, most competitive brands relied on health benefits to get consumers’ interest. To differentiate RISE and spark discovery, we presented the brand as a mindful indulgence by visually expressing the effects of its flavours on people’s mood and feelings.