Caster Semenya is one of the world's most decorated track athletes, but her records and medals are overshadowed by one narrative - that she is too masculine, too fast and too different from the norm.
The IAAF recently passed a ruling that will ban her from competing unless she medically suppresses her naturally occurring levels of testosterone. She plans to fight that ruling.
As Caster begins her toughest journey yet, we created this film to share her story and her truth with the world: She was born a woman and she was born to run.
Role: Creative Director AD: Teresa Montenegro CW: Chris Cryer
Directed by A.G. Rojas Cinematography by Rina Yang
AWARDS: Cannes Lions Glass (Bronze) Eurobest Film (Silver)
NIKE x Caster Semenya
Nike : The Lioness Crest
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.
The World Cup, 2018. While the whole world was looking at the newly built stadiums of Moscow, NIKE decided to look to places where football is actually played in Russia. The Korobkas - where the next generation of footballers dream big and play hard, and where sport culture and street culture intersect.
The project started as a guerrilla out-of-home campaign. Hundreds of wheat pastings were posted in and around Korobkas across Moscow. Each was a single piece of artwork that also became a single frame of animation. Frame numbers and a URL next to each piece drove online to a stop-motion film that told a story of Russian street football, literally using the streets of Russia.
Directed by David Wilson Animation by CRCR
AWARDS: Cannes Lion Craft Gold
NIKE: Korobka Film
B E H I N D T H E S C E N E S
Cover The Athlete
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.
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.
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)
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
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 bad.
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.
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.
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