Creative visionary and strategist, teller of brand stories, lover of intellectual shoes—I'm all of these things and more. I help brands connect with their customers by creating authentic relationships, engaging content, advertising and experiential marketing.
Client: American Express
Services: Concept, creative direction and design
Recognition: MAAW Globe, Best Event, Experiential Marketing Campaign; Gold Promo! Award, Best Event/Experiential Marketing Campaign; Gold Promo! Award, Best Brand-building Event, Silver Promo! Award, Most Innovative Idea or Concept; Silver CMA Award, Financial Services
For this project, I was involved in everything from ideation to sell-through to the actual branded space, graphics and touchpoints. I helped American Express be a market disruptor, demonstrating the perks available to American Express card members.
American Express, a premium credit card market leader, wanted to highlight their sponsorship of Summerlicious and their Front of the Line service for card members. They raised 10 diners and a dining table 10 storeys in the air with a crane to enjoy dinner high above Yonge and Dundas Square. A few spots were reserved on each flight to allow non-card members the chance to be a member for a day. The registration response was so overwhelming, it crashed the American Express site within the first 10 minutes. Almost 500 dinners were served.
Client: Hudson's Bay
Services: Art direction, model casting, selection of freelance crews, some design
As the lead fashion art director for the flyer program, I helped the Hudson’s Bay communicate its fashion messaging, translate its seasonal plans into photography direction, cast brand-appropriate models and hire freelance photographers, stylists, hair stylists and makeup artists.
Hudson's Bay is Canada's fashion destination, home to many exclusive brands. This brand messaging is reflected in the fashion photography for their weekly flyer, the website and the in-store signage programs.
Need to create some effective and engaging branded content? Let's talk.
Branded Experience: Ice Maze
Client: General Motors
Services: Creative lead, art direction, design
Recognition: Gold Canadian Marketing Award (CMA), Automotive Products and Services; Gold CMA, Public Relations
As the creative lead on this project, I helped brand this three-dimensional space and helped General Motors create hype around the new brand lineup. This spanned site graphics and signage through to all of the promotional collateral.
It was the largest ice maze ever built, steps from the Canadian International AutoShow in Roundhouse Park. Covering 900, 000 square feet and featuring almost 2,000 blocks of ice, the maze generated unprecedented excitement for the newly relaunched Pontiac line from General Motors. Visitors were challenged to make their way through the maze to the centre to check out the new Pontiac models and enter a contest to win a one-year lease of one of each of the four new models. The maze garnered a huge amount of interest with a wedding on Day 1, a segment on Discovery's Daily Planet and AutoShow crowds every day.
Client: Personal Project
Services: Co-creative direction, art direction
In collaboration with a talented team, I art directed this men's fashion story, which captures all the fun and energy of early spring. I was involved in everything from the casting to the lighting and background to the selection of the final outfits.
Need to create some engaging custom content? Let's talk.
Client: Croma Design
Services: Art direction, photo shoot production
Full-service design firm Croma remodelled this magazine-worthy home and wanted to have the impressive results photographed. I selected the photographer, produced the shoot and art directed the images in conjunction with the Croma team.
Need to create some effective and engaging custom content? Let's talk.
Client: Hudson's Bay
Services: Art direction, model casting, selection of freelance crews (photographer, stylist, hair and makeup)
This was a special project introducing a new line of business for the Hudson’s Bay. My role was to art direct and translate the client’s brand objectives. This work included casting the models, determining the look and feel of the lighting, selecting the props, briefing the stylist on accessories and building the outfits.
New to the Prom category, Hudson's Bay wanted to create a campaign that was fun, friendly and approachable to let teens and moms know that The Bay is Prom Central. The campaign included in-store and transit posters, social media, website banners, weekly flyers, in-store fashion shows and Prom Squad styling and advice.
Need to create some effective and engaging branded content? Let's talk.
Client: American Express
Services: Concept, art direction and design
When American Express launched its most exclusive card in Canada, Centurion Card (the Black Card), it partnered with the Art Gallery of Ontario to create a unique event exclusively for Titanium card holders. The evening featured a gourmet dinner in the newly renovated AGO before the building opened to the public. After a gourmet dinner, the modern art galleries were open for a tour, with American Express the title sponsor. The evening's highlight was a performance piece by Canadian installation artist Terence Koh.
I helped with the concept and ideation of the event, from branded graphics to the table settings. The goal was to introduce this new ultra-premium card with a premium experience.
Client: Personal Project
Services: Co-creative direction, art direction
In collaboration with a talented team, I art directed this men's sportswear story. I was involved in everything from the casting to the lighting and background to the selection of the final outfits.
Need to create some engaging custom content? Let's talk.
Client: Hudson’s Bay
Services: Art direction
This was a digital guide to the new Gluckstein Home and Distinctly Home outdoor furniture and accessories available at Hudson’s Bay.
I was responsible for all of the visual content. Working with outside suppliers, I visually translated the client’s seasonal direction with regard to lighting, set design, photography and styling.
Need to create some effective and engaging branded content? Let's talk.
