FREELANCE SR. COPYWRITER // CREATIVE DIRECTOR
For over 15 years I've established myself as one of the nicest guys in advertising. I've also established a pretty solid body of work along the way for great brands like New Balance, Sapporo, TD and Lexus.
As a copywriter I've received some humbling recognition both here at home and abroad.
As a creative director I've rebranded several big Canadian institutions, played an integral part in a bunch of new-business wins, and mentored a whack of talented young creatives (my favourite part of the job).
Not one to shy away from a good cliché, I'm also an aspiring screenwriter.
And I like putting dumb headlines on t-shirts.
HERE'S A LOOK AT SOME OF MY WORK.
MANULIFE REBRANDS TO SHOW CANADIANS THAT, WHEN IT COMES TO MONEY, IT PAYS TO LISTEN TO YOUR LITTLE VOICE.
For launch, we invited influencers into a little world full of oversized props to experience the campaign firsthand. They each left with a 3D-printed miniature model of themselves...or, rather, of their 'little voice'.
A REDESIGNED CLIENT CARD
MOBILE BANKING APP
TO PROMOTE MANULIFE'S SHINY-NEW DAILY BANKING PACKAGE TO A YOUNGER DEMO, WE CREATED A GUERILLA-STYLE CONTEXTUAL CAMPAIGN THAT REACHED THEM WHERE THEY LIVE, WORK, WALK, EAT, SIT, STAND, HANG OUT...YOU NAME IT.
WILD POATINGS - BANKING
SLEEMAN RELAUNCHES ITS LOW-CAL, LOW-CARB CLEAR 2.0 WITH A FOCUS ON SEMI-ACTIVE BEER LOVERS EVERYWHERE.
SOCIAL - THUMB REPS
SOCIAL - HERE'S TO YOU
This was a quick and simple social “thank-you” to front-line workers using Insta tags.
SLEEMAN'S NEW BRAND CAMPAIGN CELEBRATES THE FACT THAT WHEN YOU'RE CRAFTY LIKE SLEEMAN, YOU FIND CRAFTIER WAYS OF DOING THINGS.
THEN WE GOT CRAFTY ON SOCIAL, DEMONSTRATING THE SUPERIORITY OF SLEEMAN DRAUGHT IN A CAN OVER DRAUGHT SERVED THE BORING, OLD TRADITIONAL WAY.
WE GAVE SLEEMAN SOME CRAFTY NEW CAN DESIGNS, TOO.
EAST X WEST X MUSIC
DURING THE PANDEMIC SAPPORO HELPED MUSICIANS COLLABORATE FROM OVER 8,000KM APART. THE RESULT WAS A CULTURALLY RELEVANT ALBUM OF THE TIMES. THE MAKING OF IT BECAME A MINI DOCU-SERIES ON SOCIAL.
SOCIAL - PRE-LAUNCH
Prior to revealing the selected artists, we teased out the program through a series of engaging video posts featuring various instruments collaboratively playing the same tune.
THE DUOS DOCUSERIES
SPOTIFY & VINYL
EAST X WEST X MUSIC
To further extend ‘Duos’ we made the music available on Spotify and created a limited run of silver Sapporo vinyl, which we gave away on social.
We also created flexi-disk vinyl records featuring all the music from the mini docuseries. This was a limited-run promo that would last those lucky enough to snag one, a lifetime.
FLEXI-DISC IN-PACK VINYL
LEXUS USES OVER 250 MIRRORS TO SHOOT AN ENTIRE CAR CAMPAIGN WITHOUT DIRECTLY SHOOTING THE CAR.
HERE'S HOW WE DID IT.
NEW BALANCE GIVES THE GYM A MIND AND VOICE OF ITS OWN.
GREENFIELD TURNS A 90-ACRE FIELD INTO CANADA’S LARGEST ALL-NATURAL BILLBOARD.