I find the human truths that bring brands to life
I've had the privilege of working with international brands like Hyundai, McDonald's, and Volvo, to name a few. This journey has equipped me with a unique skill set, enabling me to seamlessly blend the creative process with strategic insights to bring brands to life and make a few jokes along the way.
Hyundai Superbowl Commercial | Applied Arts Award
Responsibilities: Concept, Copywriting
Hyundai’s first Super Bowl commercial wanted to change the perception of Hyundai vehicles from unreliable and poorly made to something to aspire to drive. With a little help from an infamous recluse, we helped deliver the best sales results in their history.
Responsibilities: Concept, Copywriting
In the spirit of sustainability and supporting the brand platform of environmental responsibility, we created a holiday card that you can use again as gift tags.
Hyundai Holiday Card | Applied Arts Award
Ortho Evra|BESSIE Winner
Responsibilities: Concept, Copywriting
The first TV commercial I ever wrote still feels relevant today.
Responsibilities: New Business & Brand Development, Concept, Copywriting
Creating a playful tone that delivered educational content in an engaging way, this print piece helped win the new business pitch for Ripley’s grand opening in Canada.
Ripley’s Aquarium | Launch Campaign
Canadian Breast Cancer Foundation
The Canadian Breast Cancer Foundation wanted to create a fully integrated campaign that, for the first time, focused on preventing breast cancer. The challenge was that women already understood the recommended behaviors, exercise more, drink less, quit smoking.
So, we created a campaign to inspire women to get out of their comfort zones and try something new, knowing that it would lead them to healthy, happier lifestyles, which in turn would help prevent breast cancer.
“Two-thirds of women who recall seeing the campaign say it positively impacted them in some way, causing them to think about ways to change their behaviour (e.g., diet, exercise, alcohol intake, etc.).” - Post campaign quantitative market research
Based on the success of the initial campaign (targeting Ontarians only), the campaign was rolled out nationally, uniting all local Canadian Breast Cancer Foundations together with one message for the first time in their history.
McDonald’s Television
Responsibilities: Concept, Copywriting
This playful spot ended up being voted the top commercial of the year, based on parent feedback, and I got to show childhood from a kid’s perspective.
McDonald’s Sandwich Launch
These quirky headlines were part of a Union Station Domination Campaign to introduce the new McDonald’s sandwiches. The lines survived, the line of sandwiches not so much.
Volvo | Launch
Responsibilities: Concept, Copywriting
Creating Volvo's brand tone and voice across multiple platforms was a very rewarding experience, as they saw a 50% increase in sales in 2015.
TIFF Sponsorship | Marketing Awards Bronze
Responsibility: Concept, Art Direction
An old favourite, this is the first ad I ever created while I was still an art director and studying at OCAD.