UP Express Holi Celebration
Overview
To celebrate the vibrant Indian festival of Holi, Metrolinx commissioned a motion graphics campaign for the UP Express — a train service connecting Toronto Union Station to Pearson Airport. The animation was designed to bring cultural vibrancy into transit spaces through color, movement, and storytelling.
Project Brief
The brief called for a dynamic visual that showcased the train journey from Union Station to the airport, while creatively incorporating the spirit and energy of Holi. The final animation ran across large digital screens at both transit points, engaging a diverse audience. It was also localized in five different languages to reflect the multicultural nature of the city and its commuters. The campaign launched one week before Holi, aiming to add festive cheer to everyday travel.
Role as Art Director
As the Art Director, I led the ideation and storyboarding for the animation. My focus was to conceptually blend the realism of the UP Express journey with the abstract, joyful burst of Holi colours — ensuring both cultural authenticity and brand alignment. I collaborated with the animation team to maintain visual consistency across language versions and helped guide the pacing and flow of the motion to suit digital display environments.
UP Express Eid Celebration
Overview
To celebrate the spirit of Ramadan and Eid, Metrolinx launched a culturally inspired digital motion graphics campaign, showcased across digital displays at Union Station and Pearson Airport. The creative aimed to recognize the significance of Eid and connect with the diverse Muslim community traveling through Toronto’s transit hubs.
Project Brief
The brief was to design a festive and respectful motion graphic that conveyed warm Eid greetings while highlighting the UP Express journey from Union Station to Pearson Airport. The visual needed to capture the essence of Ramadan and Eid through symbolic elements and color, creating a joyful and memorable experience for commuters.
Role as Art Director
As the Art Director, I led the ideation and storyboarding for the animation. I designed the visual around a stylized crescent moon formed with Arabesque patterns in vibrant colors to evoke a festive tone. A traditional lantern was incorporated to add spiritual warmth and authenticity. The dark background, adorned with stars, created a dramatic contrast against the UP train and Toronto skyline, adding a spectacular nighttime ambiance. My focus was on blending cultural symbols with motion design to deliver a respectful and visually captivating Eid greeting aligned with Metrolinx’s tone and transit environment.
UP Express Vaisakhi Celebration
Overview
Every April, the Sikh community around the world celebrates Vaisakhi, a cultural and religious festival that marks the spring harvest and the founding of the Khalsa. To recognize this important occasion, Metrolinx launched a festive digital campaign across UP Express stations and terminals, highlighting the joy, heritage, and spirit of community associated with Vaisakhi.
Project Brief
The objective was to create a visually engaging motion graphics piece that honors the essence of Vaisakhi while showcasing the UP Express service between Toronto Union Station and Pearson Airport. The animation needed to reflect cultural richness through color, movement, and traditional symbolism, while being accessible and celebratory for a diverse audience. The visual played across digital screens at major transit points throughout the week of Vaisakhi.
Role as Art Director
As the Art Director, I was responsible for ideation and storyboarding, ensuring the creative direction respectfully and vividly represented Vaisakhi. My approach focused on blending cultural elements — such as wheat fields, festive colors, and community motifs — with the visual journey of the UP Express. I collaborated closely with the motion team to craft a dynamic visual story that was both culturally meaningful and visually aligned with Metrolinx’s brand tone and digital display standards.