Creative Director and Senior Copywriter

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About me

I love being a Creative Director, a dynamic force at the intersection of technology, imagination and innovation. I do my best to infuse every project with a unique blend of passion, purpose, and unparalleled creativity, setting the stage for groundbreaking campaigns that resonate and endure.

The Work

Here are a few of my favourite projects from a decade and a half’s worth of work.

PC Black Label Pizza

PC Black Label pizza is hand tossed in Italy. Yes, really, Italy. What better way to advertise this ground breaking new frozen pizza than with a professional pizzaoilo tossing the dough in slow motion. Add in an acoustic cover of Dead or Alive’s “You spin me round (like a record) and you get a slice of perfection.

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PC Financial

Amid vibrant characters and essentials like pomegranates and nail polish, our campaign revelled in uniqueness. With custom-made illustrations and intricate sets, we enveloped these essentials in vivid worlds, using color as a symbol of distinction. The PC Mastercard magic: Use it for your essentials, get even more free essentials. 

PC Mastercard

It’s not often that you get to combe funny, off-kilter performances, well-planned dynamic camera movies, a time warp sequence, and some FX make-up in a credit card ad.

PC Insiders Report

Prepare to be blown away by the tastes of summer.

AIR MILES Brand Relaunch

Relaunching a 20 year old brand is no easy feat. I worked with internal teams as well as external agencies, to recreate AIR MILES from the ground up.

 

AIR MILES

Stage Pass

When AIR MILES formed a partnership with Live Nation, I was lucky enough to work on the branding and launch. One of my favourite elements were these short clips that played in different spots throughout the Air Canada Centre.

 
 
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AIR MILES Gift Guide

Sick of all the hyper-gendered gift guides we saw everywhere, we decided to create a more inclusive version for AIR MILES. Each description was carefully crafted to be appealing without being restrictive.

It went so well, we were tasked with creating a brand guidelines for any creatives who would work on future gift guides.

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Marie Keating Foundation

We were tasked with finding a way to encourage women to get regular breast checks. The brief outlined how often, they were too busy looking after everyone else. We decided to use that to our advantage by encouraging them to look after each other.

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Advertising Standards Authority

The brief was to let people know that the Advertising Standards Authority were there, keeping an eye on things. The catch was, they didn’t want to increase complaint calls, just awareness.

Think Contraception

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Think Contraception Game

The brief was to engage young people and get them thinking about safe sex. So we took to the streets with a game that could be played on a huge digital screen placed on the back of a tuk tuk.

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BMO Brand Campaign

What’s more fun than an ad for a bank? An ad for a bank that you can fold into a little paper airplane.

Leo Burnett

How do you advertise an advertising agency? With a clever metaphor, of course. Creativity is the best weapon.

AMEX Business Card Launch

We created beautiful posters that highlighted the key features of the Amex Business credit card using their iconic style.