HEAD OF STRATEGY & COPYWRITING | By leveraging marketing strategy, localization, and bilingual creative writing (FR/EN), I help brands cut through the noise with clear positioning, bold storytelling, and culturally relevant campaigns. Highlights include the Team Canada x lululemon Olympic collaboration for Beijing and Paris, and adidas/Reebok transcreation capturing the voices of icons like Beyoncé, Cardi B, and Kendall Jenner.

HEAD OF CREATIVE & BRAND | Combining art direction, graphic design, and strategy, I help brands and cultural institutions build strong brand identities and campaigns across print, digital, and social media. Highlights include the complete overhaul of Familiprix’s digital department, the accelerated growth of Quebec SMEs (Ballet Divertimento, Marée, etc.) through clear and cohesive marketing strategies, and the support of large-scale organizations including the National Film Board of Canada (NFB) and Blue Cross.

CANADIAN UNION OF PUBLIC EMPLOYEES (CUPE)

COMITÉ DES ORGANISMES SOCIAUX DE ST-LAURENT (COSSL)

ORDRE DES CONSEILLERS EN RH DU QUÉBEC (CRHA)

FACEBOOK  |  INSTAGRAM  |  BEHANCE  |  LINKEDIN

General

Karim

Nadège

Showreel

Let's break the ice!

info@sculpture.co

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Sculpture combines 
words, visuals, and 
strategy to shape ideas 
into solid content.

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+600 marketing assets tailored to French Canada for national telecom giant Bell.

Bell stands as Canada's largest telecommunications company, delivering a comprehensive suite of services including internet, TV, radio, telephony, smart home, business solutions, and much more. This media powerhouse is also a leading content creation investor, playing a pivotal role in supporting Canadian culture across the nation. Serving a diverse clientele in a country that boasts 8 million Francophones, Bell recognizes the importance of delivering targeted messages to Quebecois and French-Canadian audiences, mindful of regional nuances and sociocultural distinctions. Since 2018, Sculpture has been instrumental in localizing Bell's content, ensuring each message resonates effectively with its intended market. This partnership spans billboard advertising to digital display, to communications through mail and email, ensuring the tone is tailored at every touchpoint.

01. LOCALIZATION
02. COPYWRITING
03. TRANSLATION
04. PROOFREADING

EVER-EVOLVING LEXICON

CREDITS

French Canadian Studio: Sculpture
National Agency: JAM Direct Inc.

2024 © All rights reserved to JAM Direct Inc. and BCE Inc.

Folks & Forks

Bell

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.

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ALTERNATIVE CONCEPT

Reebok

Appleton Avenue

Crafting the universe of food content creator Folks & Forks.

Frédérike Lachance-Brulotte, aka Folks & Forks, has soared in popularity across French Canada, initially through her blog. She then gained traction across social media platforms, enticing foodies to savour the flavours of Quebec right from the heart of her kitchen. Her rustic style is deeply rooted in cherished memories from her youth, spent at the family inn. She instills a sense of joy and togetherness around dining, emphasizing the warmth of shared meals.

Sculpture has implemented a comprehensive overhaul of her branding to enhance market presence while retaining her very own appeal. This revamped visual identity has propelled her visibility across diverse media outlets. Although Folks & Forks had already earned a substantial online following across Quebec, the launch of her debut cookbook in 2021 marked a pivotal moment in her career. Under Sculpture’s creative guidance, the book weaves a narrative that deepens the reader's connection to authentic, heartwarming Quebecois cuisine with a strong sense of family spirit.

LOGO

VISUAL ATMOSPHERE

PHOTO EDITING

COOKBOOK

ONLINE CONTENT

MERCHANDISE

CREDITS

Client: Fédérike Lachance-Brulotte — Folks & Forks
Publisher: Pratico-Pratiques
Marketing strategy: Nadège Dionne-Tremblay & Karim Marier-El Khayat — Sculpture
Art direction and graphic design: Nadège Dionne-Tremblay — Sculpture

Appleton

Sculpture assisted Familiprix in the revamp of its digital marketing strategy and brand identity on social media.

This partnership injected fresh energy into the iconic Quebec-based banner, with over 45 years of history and 400 branches. Familiprix's objective is to support its online clientele by fostering kindness and well-being on a daily basis, while returning to the fundamental purpose of a pharmacy: health.

01. Strategy
02. Creation
03. Production
04. Rollout
05. Reach

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ORIENTATIONS

GRAPHIC DESIGN

TEMPLATES AND SOCIAL MEDIA

PRODUCT PLACEMENTS

STATISTICS

INFLUENCEUR CONTENT

PUBLIC RELATIONS

LE GRENIER AUX NOUVELLES - See the article

LE GRENIER AUX NOUVELLES

CREDITS

Nadège Dionne-Tremblay: Art Direction & Marketing Strategy 
Karim Marier-El Khayat: Copywriting & Marketing Strategy


With the contribution of: Audrey-Ann Maillé, Lucie Renou, Kate Bernard and Sebastien Dorion.

Sculpture

Familiprix

Lululemon transforms Canada's image for one of the biggest sporting events in the world: the Winter Olympics.

As an ongoing lululemon partner, Sculpture has been selected to provide French copywriting and Quebec market localization for their collaboration with Team Canada as new official outfitter. This iconic Canadian partnership has redefined how the world sees the country, starting with transformational gear for the Beijing 2022 Olympic and Paralympic Games. For reference, the French-Canadian market has approximately 10 million consumers, which is comparable to the populations of Sweden, Israel, or Greece.

01 - Ecomm
02 - Social
03 - Retail
04 - Public Relations
05 - Event

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ECOMM

SOCIAL

RETAIL

The New York Times - See the article

The New York Times

Forbes - See the article

Forbes

Globe and Mail - See the article

Globe and Mail

CNN - See the article

Radio-Canada - See the article

Radio-Canada

CBC - See the article

Le Journal de Québec - See the article

Le Journal de Québec

La Presse - See the article

La Presse

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EVENT

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General Production: lululemon
Creative Direction (Design): Andrew Passas
Creative Direction (Product): Audrey Reilly
Commercial Photography: Ibrahem Hasan
Multimedia Experience (Event): Moment Factory
Video Content & Storytelling: Droga5

The anti-stress project

Team Canada x lululemon

In 2022, we strengthened our business relationships and discovered new faces behind the companies we work with.

Some clients quickly became friends. Some suppliers are now allies. It was natural to want to thank each of them. But how? Foldable 3D greeting cards? Hello, recycling. Mocktail kits for every personality type? A few sips and it's all gone. We wanted something that would last longer and easily blend into any décor. The idea of creating candles turned out to be the ideal solution. We went into full production mode, crafting 150 custom cedar and pine candles. It was also an opportunity to create a project that highlights all of our six services through a brand awareness campaign. The month of December is not always an easy one at work, so our gift also stood as a symbol of relaxation for people who have a short fuse just before Christmas!

01 - COPYWRITING
02 - TRANSLATION
03 - COMMUNITY MANAGEMENT
04 - PUBLIC RELATIONS
05 - MARKETING STRATEGY
06 - GRAPHIC DESIGN

ILLUMINATING EVERY RELATIONSHIP

OVER 100 SHARES

BLENDING INTO THE DECOR


Nadège Dionne-Tremblay & Karim Marier El-Khayat

With the collaboration of : 
Vickie Rousseau - Photographer
Daphné Roy - Art Director Assistant
Moodgie - Supplier

Sculpture is made up of two friends who combine images and words to mould ideas into solid content

Based in Montreal and Toronto, Sculpture collaborates on projects and campaigns with agencies and global brands, supporting their business growth on the French-Canadian market. The team works with companies in various areas of activity to achieve their marketing and creative objectives.

01 - Conception-rédaction
02 - Services
03 - Typeface creation
04 - Brand objects
05 - Brand content

SERVICES

TYPEFACE

BRAND OBJECTS

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BRAND CONTENT

Nadège Dionne-Tremblay
Karim Marier-El Khayat

Since 2016, Sculpture has been offering French adaptation and Quebec localization services for Reebok’s communications. From e-commerce to in-store experiences, we get to collaborate with A-listers, while also establishing partnerships with iconic Montreal-based retailers and designers who play a vital role in shaping local urban culture. Our core objective remains unwavering: adapting English content to align with French Canadian expressions and cultural codes. We’re looking for that sweet spot between informative content and a friendly, casual tone that resonates with teenagers and young adults.

01. Localization
02. Transcreation
03. Cultural Consulting

Karim Marier-El Khayat

Nadège Dionne-Tremblay

Latest Projects