RPAQ approached EROD to create an awareness campaign on the risks of practicing outdoor activities without basic safety training.
Year: 2025
Client: Réseau plein air Québec
Art Direction: Maria Montiel + Maude Lavigne
Web and Graphic Design: Maria Montiel
Project created at EROD creative agency
A series of posters designed to speak to the audience in a friendly, non-patronizing way, inviting them to learn more about various activities through a website that outlines essential safety measures.
A typographic and illustrated poster format was chosen to give us full control over the scenarios depicted, including the characters’ situations and the equipment they use.
A bold color palette was essential to stand out within outdoor activity rental shops and boutiques. We therefore opted for bright colors that pop against a green and blue background, helping contextualize the outdoor and nature-based settings.
I contributed to the ideation phase of the project by generating multiple campaign directions. These concepts ranged from posters borrowing the visual codes of well-known outdoor brands—while depicting characters clearly using the wrong equipment and inviting the audience to spot the “mistakes”—to fail- or meme-inspired scenarios highlighting the humorous consequences of venturing into the forest without basic safety knowledge.
I also contributed to high-level design decisions, including the color palette and typography.
In a more hands-on role, I created the illustrations for the campaign, designed the website, and packaged the project into a practical brand guide for the client.
