Fan confidence was waning after another playoff exit. Raptor nation needed a new battle cry to reignite their team loyalty.
This campaign won 2 silver Clios, praise from Massai Ujiri, and inspired countless fan created versions.
(The LA Clippers also stole this exact idea after they lured Kawhi from us. Maybe they thought it was a package deal?)
It’s hard for brands to stand out on Instagram.
We developed this visual language using grid view to make following the Mazda account an adventure. (I know the grid view thing is played out now, but we did it first.)
This campaign appeared in all the award shows and received the 3rd highest score in the JWT Global Creative Review.
Rogers customers were getting confused by the bundle package offerings. People didn’t realize they could easily customize a bundle to their specific needs.
Our message was clear, there is a bundle that’s right for you.
Rogers GameCentre Live is an app that lets you stream NHL games from your mobile devices. That means you can watch epic moments from literally anywhere, which is what we wanted to show.
Fun Fact: I wrote in the Stanley Cup just so I could lift it over my head. Bucket List #17: Check.
Walmart is a fantastic client. My CD, Don Saynor, gave my partner and I tremendous freedom and every spot was inspired from a real life moment. Walmart USA used these to show their partners what they considered the gold standard for creative.
I had just started at JWT, I didn’t have a partner yet and my CD’s didn’t have time for this brief. I wrote for 3 days straight and an hour before our check-in, the insight of hard work paying off hit me. The next script was this.
The budget was around $0 and the timeline was -5 days. We found a simple insight about the differences between movies and the Opera and ran with it.
Sometimes no resources are the right amount of resources.
Getting a cartoon idea into The New Yorker is incredibly tough, with the help of AI image creation, all I had to do was write.
I was part of a large team that made this relaunch spot for GoodLife. Shot with the amazing people at Fela.
My partner and I oversaw an intern team on this spot because we enjoy mentoring and wanted them to have something special for their books.
We worked together throughout the process and not only did we produce a fun spot, we help two interns get a start to their careers.
I was asked to create a social campaign to help get Kyle and Demar voted onto the NBA All-Star team. I’d like to take all the credit for their All-Star appearance, but I think their on court play had more to do with it.
Fun Fact: NBA teams across the league reached out to the Raptors to say how much they loved this campaign.
New York Fries is the King of potatoes, ruler of mall food courts everywhere. The brief was to do something that would engage customers while they ate their food, so I imagined these sort-of-true tales of potato history.
This project appeared in the Applied Arts annual, the Coupe Magazine award annual, and malls across Canada.
These two briefs were very different. One is a weekly newspaper ad and the other is a quick, just-do-this-for-HR brief.
I saw somebody on the subway laugh out loud to the pennies line and the HR ad won me my first award ever. ( I then sent thank you emails to all the judges.)
During my time on Hyundai I made about 10 million retail ads, 6 million radio spots, and 2 out of home pieces.
We won a shit ton of Cassie awards for Hyundai. Retail actually does work for automotive. Crazy, I know.
