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The challenge was working from home meant many people were forced to use their dining tables as desks, which was pushing them to work more and enjoy dinner less. So when Stella Artois ran their global campaign spot “It’s time to dine again”, which features characters who, at the end of their work-from-home day, literally flip their makeshift workspace back into a dinner table, we thought, why not make a table that can actually do that?
And so the Stella Savouring table was developed in partnership with Montreal based company Transformer Table and aims to address the modern challenge of balancing work and life, particularly in smaller living spaces like we have here in the city of Toronto.
The table was teased and revealed in a stunt at The Well in Toronto and the table sold out within two weeks, with the campaign garnering considerable positive sentiment.
At the outset of the pandemic our research showed that a lack of physical separation from the office was preventing workers from feeling like they could disconnect at the end of a work day, instead feeling as though they were always on the clock.
Many Canadians were working up to an additional 1.5h, often overlapping with their evening meal time. Talk about the opposite of living the life Artois!
Because the physical offices were associated with the cause, we wanted to utilize them in the solution. In a nod to the trending pandemic movement of lighting up windows to share messages of positivity, we used one of Toronto’s largest office buildings to shine a message encouraging people to feel empowered to log off and “Enjoy their 5-9”.
When cross border travel was banned during the global pandemic, Corona, a brand built on the philosophy of getting outdoors, wanted to show Canadian’s that we have an abundance of natural beauty in our own backyard.
We developed a role searching for a Canadian we would pay to travel across Canada in a custom van, showcasing Canada’s natural beauty. The contest received thousands of applicants and generated tons of engagement.
The role was awarded to the talented Tyler Ravelle who documented his journey with glorious photos and encouraged responsible travel practices.
Tyler proved that despite the travel ban, Canadian’s could enjoy the beauty of the outdoors. Cheers Tyler!
For just over a year I worked for Eli Lilly’s cancer drug Verzenio.
I worked on multiple spots and had the pleasure of creating an extensive visual brand update that was presented on site and adopted by all Lilly’s partner agencies.
Apart from the most recent spots and updated branding, my work for them included, but was not limited to, a library of infographics to bolster drug comprehension, numerous conversion assets both digital and for HCP use, and continuous problem solving while we iterated our media for ever evolving compliance needs.
By the time Cutwater launched in Canada, the brand was already well known in the U.S., but it was new territory for Canadian consumers. The rollout began with the Paloma, Mojito, and the now infamous Margarita. As Art Director on the Canadian launch, I was responsible for shaping Cutwater’s first impression in the market.
I played a hands-on role across the rollout, working directly on POS materials, print advertising, and digital units. Cutwater was featured in LCBO’s Food & Drink magazine, and we created bold, maximalist video assets that highlighted the drinks’ punchy flavours and drove strong brand recognition in-store.
The launch exceeded expectations, with Cutwater selling out at multiple locations across Canada. Within just over a year, the brand expanded its Canadian portfolio with additional flavours. The Cutwater Margarita became the top-selling product at both Budweiser Stage and the Rogers Centre and continues to be a fan favourite.
Building Brands
You can’t work in advertising without building a few brands, specifically, brand books. From developing brands from scratch to expanding or revitalizing existing visual systems, I excel at working with clients to articulate their product’s ideology as a clear, scalable framework. This framework can be easily applied across all mediums and by internal teams or partner agencies alike.
Grounded in strong design principles, I prioritize cohesion and recognition while allowing flexibility for creative expression and medium-specific best practices. I design attractive, legible pages without excess, ensuring information is communicated quickly and effectively while maintaining up-to-date brand assets and seamless continuity.
This skill set extends to creating powerful decks that communicate big ideas with clarity, confidence, and energy.
