Meet the LG2 Up-and-Comers Who Won Big on the Canadian Award Circuit This Year
It’s been a pretty exciting year for LG2. Not only was the agency awarded its second consecutive Scarlet Letter by the ADCCs for Design Agency of the Year, but its creatives have been getting their time in the sun as well. Among these are graphic designer Pascale Ali-Crête, who won this year’s Rising Star Award (in design) at the same event, as well as senior copywriter Roxanne Pelletier, who was not only a finalist in the advertising category, but earlier this year, placed first in the inaugural Young Indies competition hosted by Worldwide Partners.
When considering the scale of these achievements, especially in a field packed with up-and-comers looking to prove themselves, it’s clear that it takes an exceptional talent to be a contender. As such, LBB’s Jordan Won Neufeldt couldn’t pass up the opportunity to interview the pair, sitting down with Roxanne and Pascale to discuss the secrets to their success, learn more about their individual creative styles, and find out how these commendations are gearing them up for the future.
LBB> Pascale, Roxanne, congratulations both on your amazing achievements at this year’s ADCC awards! How are you feeling right now, and what do these respective accomplishments mean to you?
Roxanne> My first reaction was a sense of pride. Not just for myself, but for Pascale too! Just to be a finalist – the top four in Canada for rising stars in advertising – is huge.
It also means a lot to me because I admire the work of the other people nominated in the category. The competitors were really good, and the quality of their portfolios was high. To be in their ranks is a big achievement for me.
Pascale> Like Rox, I was obviously proud, but also surprised! (A pleasant surprise though). I’m extremely proud to have won the Rising Stars Award, but also that LG2 won Design Agency of the Year for the second year running. The other finalists were super talented, and everyone deserved to win. There were a lot of strong contenders this year, and I think that adds a lot of value to the recognition.
LBB> To what do you attribute your successes? What are the biggest factors which enabled you to be where you are today?
Pascale> For me, it’s hard to pinpoint exactly what I can attribute my success to. All the projects I work on are long-term, often spanning several months or even years. So I can’t just attribute my success to this year – it’s more a question of my whole career and what I’ve achieved. It’s a build-up of great, large-scale projects that reached a wide audience and had the potential to touch people. Success is also the privilege of having the support of an incredible team at LG2. For me, this isn’t just a special year, it’s the culmination of everything.
Roxanne> I can’t say enough about teamwork and the talented creative partners I’ve worked with who’ve all contributed to this success. It’s really important to be surrounded by good people and have fun working with your partner. It keeps you engaged and curious.
I’ve also been lucky enough to work on projects that are in line with my values, including charity: water, and projects on women’s financial independence with National Bank, just to name a few. These have allowed me to give a voice to people who deserve more space in the public arena. It makes me very proud to see that so many people, and not just in our industry, have been impacted by them. The work I’ve done over the past year has encouraged me to become even more involved and invested in causes and issues that are close to my heart. More and more, advertising is moving in that direction – towards making a positive impact.
LBB> You’ve mentioned journeys – what have been some of the most important lessons learned along the way? What would you tell your younger selves, knowing where you are today?
Pascale> I’ve been with LG2 for four years now, and this isn’t my first experience with the job market. I’ve freelanced and worked in other agencies and smaller studios. So, I had the chance to explore various design possibilities before landing at LG2.
The first few years of my career allowed me to develop a thicker skin, because design is a very personal thing. It comes with a lot of criticism and questioning, but that’s part of the process. My experiences have pushed me to improve and helped me develop confidence in myself. I’ve realised that it’s important to believe in what you’re doing if you want to move forward.
My advice to my younger self: creative work isn’t always smooth sailing, there are ups and downs. That’s normal. You just have to embrace the roller coaster. A project that takes longer isn’t necessarily any less successful – sometimes you just have to give yourself time and create at your own pace.
Roxanne> I’ve been with LG2 for seven years. I did my internship here and never left. The biggest lesson I’ve learned since starting my career is to remain curious and open. The industry changes so quickly: trends, technological developments, social media, current events. So many things that have a real impact on traditional advertising. Today, we have to be fast, instant and informed. That means we need to have a thorough understanding of the advertising and media ecosystem while also keeping our finger on the pulse of current events.
My advice to my younger version would be to pick your battles. Be capable of letting go. Detach yourself from your idea if it doesn’t take off because you’re not the sum of your ideas. Above all, you have to have a certain detachment because there will always be a better idea, whether it’s our own or someone else’s.
LBB> Let’s talk more about LG2’s Scarlet Letter. What have the celebrations been like? And how has working in this environment influenced your work and respective ethos?
Pascale> Attending the ADCC ceremony and winning the Scarlet Letter really brought home what makes LG2 so special. There’s a great sense of belonging that unites us, and sometimes we tend to forget that. Just seeing the way our colleagues looked at the trophies was like children looking at presents! You never get used to winning prizes, and when I see my colleagues celebrating, I know that the industry’s recognition means a lot.
To answer the second question, we share a real sense of team spirit, and we’re proud to be contributing to LG2’s success. This isn’t just a story about creative people, it’s about all the different players involved being celebrated and celebrating. It’s invaluable to have access to so many areas of expertise.
Roxanne> Being recognised by the ADCC was a huge source of pride for all three LG2 offices. We celebrated each other’s achievements, and I can say that everyone was feeling the buzz. The event was also an opportunity for Pascale and I (we’re based in Montreal) to get together with colleagues in the Toronto office that we don’t see often.
Really, the people at LG2 are so talented. We’re inspired and nurtured by the best of the best. As soon as you present your project, everyone wants to help and make it a success. There’s a level of support that’s indescribable. There’s no room for ego.
LBB> Pascale, now that you’re considered one of the best young designers at the best design agency, are you feeling any pressure? Or is it just confidence?
Pascale> For my own well-being and mental load, I prefer to take away confidence rather than pressure from this achievement. Pressure won’t get me anywhere, so I prefer to see it as a nice pat on the back that will motivate me to keep going. It’s an award that highlights the talent of up-and-coming creatives, so for me it’s the start of something big!
LBB> How would you describe your design style? What do you specialise in?
Pascale> I can’t really describe my design style because I don’t have one! And I think that’s my strength. I like to dabble in everything – I’m versatile. I love design in its entirety: photography, editorial work, illustration, typography, you name it! Not having a preference helps me maintain my curiosity. It makes me more open to new discoveries.
LBB> Roxanne, when you look at what you’ve accomplished this year – first place at WPI's Young Indies as well as the Rising Star nomination – how are you feeling? What are you taking away from this?
Roxanne> I feel the same way as Pascale. That said, I find that creative people often have imposter syndrome, and I’m no exception! Even if our work has an impact and resonates, there’s always a nagging doubt. We’re always wondering what we could have done better – striving for perfection, despite any awards we’ve won! In the end, I see all this as validation from my peers in the industry.
LBB> And how would you describe your creative style? What are you hoping to build?
Roxanne> I agree with Pascale on several points. I’m a creative copywriter with a touch of strategist and a penchant for art direction. A good ‘party mix’. Finding universal truths and expressing them in a way that people can relate to is what really gets me going. Finding the tension, the inequalities, the positive impact you can have, and believing in it right to the end. It’s important to give it your all so that others can see themselves in what you do.
But then, when I think about my interests, I’ve always been drawn to painting, photography and art. And these are very much reflected in my work because I’m involved in my creations from start to finish, often spilling over into art direction and design.
LBB> With all this in mind, what are some of your proudest pieces from the past year? What made them great, and what do they represent to you?
Pascale> A project I’m really proud of and which shaped the last year would definitely be the Cordon Bleu rebranding and repackaging. Since it’s been well-established in Quebec homes for 90 years, we played on nostalgia to breathe new life into a brand that had been forgotten over time. Not only was it super iconic, it was also really rewarding to work with clients who listened to us, trusted us and were ready to jump in headfirst. Plus, it’s always so cool to see your work in your everyday life on grocery store shelves.
Roxanne> I’m really proud of what we’ve achieved with National Bank in recent projects. Banking institutions and the world of finance are very rigid. We managed to break out of the box and get the French word for ‘female investor’ recognised – a concrete initiative with the power to change perceptions of women as investors. Redesigning the covers of women’s magazines to put the spotlight on women investors was also a big step, especially in the current climate. I’m very proud to have been able to put the two together and give women an even bigger voice and place in the field.
LBB> It’s often said that great design and creative don’t come without great inspiration. So, as two of the brightest up-and-comers in your fields, where do you find yours? What helps shape and elevate your work, day in and day out?
Pascale> So many things! What inspires and motivates me at the same time are the women in the design world who have managed to break through in a predominantly male environment. There aren’t many, or nearly enough of them.
Otherwise, on a day-to-day basis, what inspires me is sharing and having a team that has the same goals and ambitions as I do. We can challenge each other and help each other out. This dynamic really drives our projects forward.
Roxanne> Most of my inspiration comes from outside work. It could come from a film, or a chat with my friends or family. We’re not competing against other agencies; we’re competing against entertainment in all its forms: TikTok, Instagram, Netflix, podcasts and so on. So, you have to get away from it all and make ads that people actually want to pay attention to. I also take a lot of inspiration from what’s being created internationally, and I make time for the industry’s must-reads like to keep up to date.
On a day-to-day basis, my colleagues are an incredible source of motivation. I have so much fun at work. It keeps me motivated and, above all, engaged. What Pascale said about helping each other at work really resonates with me too.
LBB> With 2025 just around the corner, what are your main aims and ambitions for the coming year? What’s next for Pascale and Roxanne?
Pascale> The main thing that comes to mind is staying relevant, and continuing down the road I’m on. Two years in a row as Design Agency of the Year means we have big ambitions. Mine is to stay motivated and make our projects really shine, both for our clients and for us.
Roxanne> The end of the year is coming up so quickly, and yet I haven’t had time to think about 2025. It’s so difficult to predict what’s coming, and that’s part of the beauty of LG2. We’re not tied down to a single account, so we can have some nice surprises when it comes to new mandates. I’m hoping to make progress and work on even better projects than last year.
LBB> Finally, have either of you taken time individually to celebrate your accomplishments? And if so, what did you get up to?
Pascale> It made me stop, think, and ask myself what comes next. Of course, our end-of-year party will allow us to celebrate all our achievements. I’m also looking forward to celebrating with my family – I haven’t seen them in a while. We’ll certainly be celebrating my professional achievements!
Roxanne> My family isn’t in the advertising industry, so I realise they don’t always understand the scale and value of industry recognition, but they’re still super proud. My colleagues have also congratulated me a lot. The achievements don’t go to my head – I remain humble through it all. Personally, it’s made me think about my desire to make a bigger impact on the international stage.
