For 46 years the Dutch national women’s football team have been called The Orange Lionesses. And they've earned the name - playing with fierce determination and strength in a country where women's football still gets little funding, attention or support. In 2017, the Nike sponsored team was hosting the Women's Euros for the first time ever. So to garner attention for the team and drive conversation around women's football we changed the national crest on their shirt from a Lion to a Lioness.
AWARDS & RECOGNITION OneShow - Best of Disciple (Design) + Design Gold EuroBest - Design GrandPrix + Design Gold Epica Awards - Silver Dezeen - 2017 Top 10 Graphic Designs
Nike - The Lioness Crest
On January 27, 2017 President Trump announced an executive order banning refugees and citizen from seven different Muslim countries from entering the USA.
UNICEF needed to rally global support for the millions of child refugees who's lives hung in the balance. So 5 days later, we released a film that showed one of the world's greatest mistakes was being repeated.
With no paid media support The Shared Story of Harry & Ahmed reached an audience of 7 million people. The film was widely covered by the international press and shared thousands of times on social media.
My former creative partner Jessica and I created this campaign in response to the garbage and often sexist media coverage female athletes receive. Our video had over 1.5 million organic views within 5 days of being posted, and the campaign was covered by major media networks worldwide. Viralicious!
On the website visitors can browse through the instances of crap media coverage and then tweet directly at news outlets, asking them to do better.
Canadians are apathetic about banking. They know the big banks are ripping them off with fees and low interest rates, but they won't switch. As one of the country's largest alternative banks, Tangerine needed to remind them just how hard they work for every dime, so they'd be encouraged to keep them.
Women, so hot right now! Brands everywhere are jumping on the feminism bandwagon. We created jane st (an agency fully devoted to empowering women through advertising) to show what happens when the trend goes too far.
For all their famous historical ads, Benetton wasn't selling clothes. The brand had pivoted in their fashion approach, abandoning well-made knits in favour of fast fashion to keep pace with Zara and H&M.
We were tasked with creating a new brand platform that showcased products rather than politics. Enter 'Clothes For Humans'. The campaign positions Benetton as a fashion brand for everyday wear; putting the clothes in real-life situations and not the hyper-stylized worlds of their competitors
Mitsubishi was introducing their first electric car to the Canadian market, but needed to debunk the myths and fears around gas-free driving. The Electriphobia Research Institute was created to show consumers there was nothing to be afraid of. Online users underwent virtual treatments to cure their irrational fears of electric cars and a highly-scientific algorithm identified which of their Facebook friends also needed help.
AWARDS Cannes Lion (Bronze) FWA Site of the Day Marketing Awards (Canada) Applied Arts (Canada)
Melbourne Writers Festival
While living in Australia I had the pleasure of creating the design system and promotional campaign for the 2011 Melbourne Writers Festival.
As part of the 'Stories from every Angle' campaign we created an interactive book that brought the festival experience into the streets. I was the art director and illustrator on the project.
We also created a 45 second cinema ad, which I co-directed with my creative partner Jim Ritchie.
AWARDS Cannes Grand Prix For Good (Shortlist) Cannes Film (shortlist) D&AD Adfest
President’s Choice is Canada’s largest private label food brand. It's also one of the most innovative, having introduced thousands of new flavors and progressive approaches to food over the past 3 decades. 'Crave More' was an integrated campaign created to remind Canadians of what sets PC apart – their love for discovery.
More Than Ford
Our crack-smoking disaster of a mayor - Rob Ford - was ruining the reputation of our great city. My pal Marie Richer and I wanted to do something about it by the showing the world that Toronto is More Than Ford.
A twitter feed and online video encouraged Torontonians to take back the conversation about their city. A simple website tracked mentions of the hashtags #RobFord and #MoreThanFord to determined which one was "winning" in real time. Within 24 hours the video had 1/2 Million views and our hashtag overtook the mayor's, despite the fact that his buffoonery was worldwide news.
PRESS Time Magazine Globe & Mail CBC CTV Toronto Star
After 80 years as one of Canada’s largest and most beloved discount retailers, Zellers was closing up shop to make way for Amercian retail giant Target. They had to spread the word and move a ton of product. With only a "going-out-of-business" sized budget, we convinced them to take a somewhat unconventional approach to their closing campaign.
AWARDS: Webbies Mixx Awards Applied Arts Marketing Media Innovation Facebook Awards
Winners (Canada's TK Maxx) offers brand-name fashions for discount prices. But it can be hard work to find the great items among the racks and racks of not-so-great. For a creative, it can be just as tricky to advertise for the retailer without being able to mention the brands they carry. To target shoppers who love the thrill of the hunt, we appealed to what they love most; that epic find in a cluttered Winners store.