President’s Choice (PC) is the private-label brand of Canada’s biggest grocery store chain, Loblaws. PC is known for its core grocery offering, but needed to show young  Millennials that it offers so much more, from healthcare to banking. To do so, PC brought to life a fantastical neighborhood of deconstructed homes where the ‘PC Crew’ work behind the scenes to make everyday life a little easier for their customers. The production approach centered on portraying these everyday life moments while revealing the intricate efforts President’s Choice makes to serve them. This duality required creating environments that balanced authenticity with artistry, all tied together through thoughtful production design.