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Behind Henry Scholfield & Feather’s One-Shot Wonders for President’s Choice

Posted on Sunday, March 1, 2026

Here’s how Spy director Henry Scholfield and Toronto VFX studio Feather choreographed an impossibly complex mix of practical and post effects for Canadian private-label brand President’s Choice thru agency Zulu Alpha Kilo.

Julian van Mil, CD/VFX supervisor at Feather: “‘Possible Lives Here’ unites all of President’s Choice’s offerings to define what it means to be part of the PC®. The project reveals a neighborhood where PC employees work behind the scenes to simplify everyday life for Canadians.

“Multiple plates, CGI locations, and live-action scenes were explored and then integrated into a continuous take, keeping real world characteristics, continuity, and scale across environments.”

“The challenge was in developing a visual language to express the scale and innovation of the brand, that still felt grounded in reality. The concept hinged on the idea of seamlessness, with narrative, aesthetic, and technical decisions developed with the director and production designer early on.

“The spatial and interactive mechanics of the world validated every creative choice that inspired dozens of modular CGI environments and augmented practical sets preserving real textures and imperfect light, leaning into subtle real-world details.

“Multiple plates, CGI locations, and live-action scenes were explored and then integrated into a continuous take, keeping real world characteristics, continuity, and scale across environments – a design process that defined not just how the world looked, but how it worked.”

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Images

President's Choice Possible Lives Here by Henry Scholfield and Feather | STASH MAGAZINE

Credits

Client: President’s Choice, Loblaw

Agency: Zulu Alpha Kilo
CCO: Brian Murray, Jenny Glover
Chief Design Officer: Stephanie Yung
CD/Art Director: Jacob Gawrysiak
CD/Writer: George Ault
Design Director: Dejan Djuric
Senior Broadcast Agency Producer: Revital Grunberg 

Production: Spy Films
Director: Henry Scholfield
EP: Marcus Trulli, Eugene Marchio, Aasttha Khajuria
Line Producer: Ash Lockmun
Producer: Leah Munro, Tyler Klementti
DOP: Pat Aldinger
Production Designer: Mark Connell
Line Producer: Nikola Mohorita
Production Manager: Veronika Hánová
Production Coordinator: Kristyna Novotna

VFX/Post: Feather
CD/VFX Supervisor: Julian van Mil
EP: Emily Goldberg
Senior Producer: Sonia Ruffolo
Production Manager: Sofia Spagnuolo
VFX Assistant: Huan le vu Cong
Head of VFX: Colin Cunningham
VFX Artists: Sergej Liamin, Diego Dutra, Mike Morley, Pradeepto Roy
CG: Karol Kisiel, Sean Douglas, Jamie Brennan, Greg Winhall

Edit: Nimiopere
Lead Editor: Graham Chisholm
Executive Producer: Julie Axell
Assistant Editors: Mariana Rossi, Jack Considine

Post Production: Zulubot
Editor: Angela Young
Assistant Editor: Yuseon Yang
Senior Producer: Lena Hamady
Director of Post Production: Sarah Dayus

Color: Rascal Studio
Colorist: Tim Smith
Senior Producer: Jai Mhach Durban

Music: String and Tins

Audio: Grayson Music
Voice/Vocalist Directors: Tyson Kuteyi, Mark Domitric
Sound Engineer: Vlad Nikolic
Sound Designer: Matt Fasullo
Senior Producer: Nicholas Shaw
Executive Producer: Kelly McCluskey
Vocalist: Donovan Woods