Cases | Appleton Avenue
Montréal + Toronto
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An Instagram photo essay about the first weeks of the COVID-19 pandemic.

In a world shaken by the COVID-19 pandemic, this photo project by the National Film Board of Canada (NFB) captures the essence of this historic period through the daily lives of three families living on Appleton Avenue in Toronto. With a style inspired by archives and a DIY approach, the black and white photographs reflect a particular moment in time and offer an intimate glimpse into life during the lockdown. Appleton is presented on Instagram, acknowledging the crucial role of online communication at a time when access to in-person screenings and exhibitions was severely restricted. By presenting six episodes per family, this visual essay showcases the pandemic from multiple perspectives, creating an experience that is both individual and collective.



This alternative concept is crafted around the distinct experience of each family, with a specific colour palette per household. It aims to create individual "avenues" while maintaining an overall coherence. The bright orange and oversized, off-centre copy bring warmth and a playful dimension to the often challenging pandemic reality. This style is intended to enhance the visual and emotional impact captured in each story.


Let's break the ice!