When Tim Hortons asked us to transform the way their bakery items are presented to customers, we tossed the traditional, 0 degree, too-perfect-to-be-real product imagery in favor of an imperfectly perfect, humanized aesthetic. Employing gestural hints, implied motion, decadence and irregularity, we ensured that the bakery menu items would read as real food going forward instead of plastic pastry. 

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Art direction