Building on the success of the Return-It Gang, this campaign expanded the brand’s character-led storytelling through a series of seasonal and themed animated spots. Each execution reinforced the idea that recycling in British Columbia isn’t a special effort — it’s simply part of everyday life.
I led creative direction, art direction, and character development across multiple animations, adapting the mascots for different times of year, cultural moments, and community behaviours. The work evolved into a long-running platform that kept the brand fresh while maintaining consistency and recognition.
The campaign later expanded to include a revival of the animated characters with new messaging focused on recycling etiquette and the introduction of Return-It Express. As part of this phase, I also led creative and logo development for the Express program, ensuring the new service integrated seamlessly into the broader Return-It system.
Through humour, warmth, and strong visual storytelling, the work helped normalize responsible recycling behaviour and continue to strengthen Return-It’s cultural presence across broadcast, digital, and in-venue platforms.
“paying attention to every detail with consistency and character builds lasting brands”
