Ruffles required greater traffic and increased presence on Facebook. With the idea that Ruffles is the chip for guys, we presented a contest that allowed men to max out their 'Man Cave'. The contest consisted of multiple rooms, each with five prizes. Every day, users would openly compete with others by ranking their top three prizes. This process created a strategic bidding process on a daily basis, thereby driving a greater volume of users through the site.
To introduce the completely redesigned Elantra, we utilized advertising's biggest stage – the Super Bowl. One week later, we followed this up at Canada's biggest car exhibit – the Canadian International Auto Show in Toronto. Kickstarting a narrative across mediums.
Jigsee is a start-up I helped co-found and eventually became an advisor to. The idea of Jigsee is a video delivery platform that based content on a viewer's interests, and subsequently delivered ads that pertained to their specific interests. We gained a lot of traction – pitched to Paramount and Fox in L.A., was in discussion with the University of Toronto to help work on the algorithm, and ultimately pitched to V.Cs within Toronto. Like all start-ups, we pivoted to meet the needs of monetization and what was available at the time. From working on the initial idea, strategy, user-interface, logos, pitch decks, and many late nights of wondering if we had something viable, that seed of an idea eventually had my partner move to India, setup shop, and has since been bought out.
Dr. Jerome Edelstein
Dr. Edelstein's cosmetic surgery practice required greater exposure to the general public. This double-page insert was placed inside magazines found in healthcare offices with a business card inserted into each execution to feature different types of cosmetic surgery, such as breast augmentation, lip and buttocks enhancement.
Dairy Farmers of Canada
The campaign features 5-second 'DOT Spots' that grab the attention of teenagers by presenting them with unusual but informative scenarios demonstrating the benefits of milk.
Simon Wiesenthal Center
The Simon Wiesenthal Center is an international Jewish human rights organization that confronts anti-Semitism, promotes human rights and dignity, and teaches the lessons of the Holocaust for future generations. The result was a poster promoting unity and support irrespective of race and culture.
A website and mobile design concept for the Fallsview Casino Resort which introduced a night and day look and feel, prominence to their core offerings, a front-and-centre look into current live events, and an updated Player's Advantage Club page. The idea was to increase energy and progressiveness to their current web/social offerings through the use of brighter colours and the use of dynamic shapes and patterns.
To remind passersby that allergy season is upon us, a living billboard of weeds would grow to reveal the message, "It's allergy season".
Big Sisters of BC Lower Mainland
The Big Sisters of BC challenged viewers to question the content presented to young teenage girls. Headlines pulled from real teen magazines demonstrated the need for strong, caring role models for young women today.
Tucson Full Of Life
We created one of, if not the most successful digital campaign for Hyundai with the introduction of the all-new Tucson. We found two social media stars – Jay Alvarrez and Alexis Ren – to star in a run-and-gun style shoot with two of their friends. We created three :60s, :15s, and a single cinema spot. We also created social content that spanned onto Youtube, Facebook and Instagram.
TMATCH is an app created for the Ontario Toyota Dealers to help consumers easily choose the right Toyota for them from the comforts of their own home.
Envision Financial is a credit union with over twenty-one branches throughout British Columbia. Each campaign presented was successful in raising awareness and increasing member acquisition.