Canada Goose.
Design
Weirong Zhang
Digital Ad
TikTok or Instagram short form video platform.
Date
Feb, 2026
Porject
Canada Goose
TikTok Video Ad
During the project, what I got
- Use AIDA Structure to set up the whole ads presense.
- Conducting in-depth research on the brand’s identity—such as its logo, colour palette, typography, and tone of voice—helps us understand the brand’s overall positioning and values. This allows us to identify the brand’s Corporate Social Responsibility (CSR) initiatives, as well as its brand purpose, which represents the fundamental reason the brand exists beyond making a profit.
- Through analyzing the brand’s official website and social media content, we can gain a deeper understanding of its visual identity, tone, and overall brand personality, as well as the emotional appeal it communicates to the brand’s current users. In addition, reviewing audience feedback on platforms such as Instagram provides valuable consumer insights, which play a critical role in informing and developing this advertising campaign. For example, it is important to identify which video styles are most effective in engaging the target audience, as well as to analyze audience responses—such as reactions, comments or other engagement movements —when they interact with the content.
- Created a Mood Board and collected all of the material about the brand content, including the colour scheme and product display style.
- Creative tools: Adobe After Effects, Adobe Photoshop, Capcut, Final Cut Pro.
- AI tools: Midjourney, Google Gemini, and Sora.