Canada's Loudest Night

Intro

The JUNOS celebrate Canada’s biggest artists, yet struggle to connect with younger audiences who experience music through live energy and shared culture. This project reimagines the awards as a festival-inspired event, transforming the JUNOS into a louder, more immersive experience built for how young Canadians engage with music today.

Deliverables:

Creative Tool Developement

Art Direction

Copywriting

Brand Strategy

Content

Branding

Year

2025

Client

Self-initiated

BACK

Turn it all the way up

This project reimagines the JUNO Awards as a festival-inspired cultural experience designed to reconnect younger audiences with Canadian music. Celebrating 50 years of the JUNOS, the campaign transforms the awards into “Canada’s Loudest Night in Music” by shifting audiences from passive viewers to active participants through fan voting, social engagement, and shareable digital experiences. Rooted in the energy of live music culture, the campaign positions the JUNOS as a highly anticipated event where younger audiences feel connected to the artists, the community, and the future of Canadian music.

The reimagined JUNOs identity pushed the awards show closer to a live, festival-driven experience that feels aligned with how younger audiences engage with music today. Beyond the visual system, the project led to technical exploration as well. I designed and programmed a tool that generated consistent brand elements across different applications using code and AI, and built a custom typographic motion tool to translate sound into movement. Working alongside Sachin Tartamella on the strategy and direction of the project, there was a strong sense of unity and creative harmony that made experimentation feel natural and collaborative.

The reimagined JUNOs identity pushed the awards show closer to a live, festival-driven experience that feels aligned with how younger audiences engage with music today. Beyond the visual system, the project led to technical exploration as well. I designed and programmed a tool that generated consistent brand elements across different applications using code and AI, and built a custom typographic motion tool to translate sound into movement. Working alongside Sachin Tartamella on the strategy and direction of the project, there was a strong sense of unity and creative harmony that made experimentation feel natural and collaborative.

Next work

Live. Raw.