Dairy Farmers of Canada Don't Cry Over Spilled Milk

Most Canadians aren't aware that February 11th was National Don't Cry Over Spilled Milk Day. Our milk is so world-class that we think it's a pretty silly statement and Canada's Dairy Farmers agree. That's why this year we're helping to show Canadians "If it's made with Canadian Milk, it's worth crying over". We helped amplify DFC's new brand platform by asking Union commuters to show us their best cry face in a cheeky photo op. We emailed and printed the photos with a spilled dairy overlay to drive home the message, essentially creating personalized campaign posters with each picture. Once they were finished having a good cry over their spilled dairy, we made them feel better with branded facial tissues and a delicious mac and cheese recipe.

ROLE: creative director

ParticipACTION 150 PlayList

This year, Canadians will be invited to participate in the ParticipACTION 150 Play List – 150 physical activities they can complete to win weekly, monthly and grand prizing. T1 lead strategic planning, sponsorship strategy, development and deployment of the program. After Canadians voted to choose the 150 activities that resonated most, a media launch event was the first stop of this year-long cross-country tour to get people moving. The ultimate list of physical activities defines us as Canadians and reinforces that being active is synonymous with who we are as a country.

ROLE: creative director, art director

Design Thinkers 2016 – Confessions

Just over a week now until Design Thinkers, Toronto’s must-attend conference for visual communicators. Now in its 17th year, DesignThinkers 2016 will delve into industry trends with visionaries from a range of communications-related disciplines including design, user experience, advertising, branding, consumer engagement, film, social media and entrepreneurship.

Looking forward to seeing David Carson, Steven Heller, Erik KesselsFredrik Öst & Erik Kockum and Julien Vallée & Eve Duhamel.

 

First Official Team-led Tailgate in Canada

The Toronto Argos now have an authentic tailgate party tradition – complete with bands, BBQ, cheerleaders, games and player appearances. With the help of the City of Toronto, Ontario Place and Exhibition Place, T1 brought "This is Argos Football" to life in the biggest way possible. But it wasn't a one-time thing. The Argos tailgate experience will continue to be a part of all home games, all season long.

ROLE: creative director, art director
CREDITS: Brook Johnston – copywriter

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Fending Off Hangovers at Saint-Jean-Baptiste Day

Saint-Jean-Baptiste Day in Québec is a massive celebration. But much of the partying takes place the night before, and many Quebecers start the day under the weather. T1 sent in the AIR MILES "Unité d'intervention: Division Party", a tongue-in-cheek faux-paramedic hangover response team travelling in a branded ambulance stocked with supplies to refresh and energize.

ROLE: creative director
CREDITS: Adam Mohammed – copywriter, Selina Wong – art director, Nick Kopa – designer

Taking The Struggle Out Of Festival Camping

AIR MILES' activation at Pemberton Music Festival sought to alleviate pain points for festival attendees. Over five days AIR MILES Bandwagon brought campers' gear from car to campsite, Smile Booths and roaming brand ambassadors gave away festival essentials and campers awoke to surprise and delight AIR MILES Air Drops.

ROLE: creative director
CREDITS: Tara Wright – copywriter, Dorota Kepka – art director, Bernadette Funk – designer

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Celebrating A Small Town's Big Love For Music

T1 kicked off AIR MILES Detour with a band on the edge of the CN Tower. Canada voted, and Port Hawksebury, Nova Scotia won a concert from Grammy Award winning artist Meghan Trainor. Local performers played and fans kicked back in our AIR MILES Lounge, made their mark on a giant colouring wall and flooded social media with selfies featuring a giant Detour sign and Centre Stage frame.

ROLE: creative director
CREDITS: Jess Tobin – copywriter, Noel Naguiat – art director

2016 CMA Awards

Honoured to be judging for the CMA Awards again this year, this time in the Digital discipline.

Canadian Tire Merry Madness

This lockup for Canadian Tire’s ‘Merry Madness Sale’ that I worked on as far back as March of this year finally dropped in their Holiday flyer. “$29.99 for a slow cooker, have I gone crazy?! No, it’s Merry Madness”.

2015 CMA Awards

I’ll be judging the CMA Awards again this year, this time in the Integrated category. I also have a few projects entered in the Experiential category.

OTMPC #DiscoverON

I made this giant, inflatable suitcase for the Ontario Tourism Marketing Partnership Corporation’s Tourism Day at Yonge Dundas Square today.

RGD CREATIVE DIRECTIONS CONFERENCE 2015

I’ve been asked to be a portfolio reviewer at Creative Directions 2015, RGD’s annual career development conference for emerging creative professionals and those looking for fresh perspectives on the industry. Register to get helpful feedback and advice on your work and take advantage of an opportunity to get your name out there.

FITC 2015

I’ll be attending FITC 2015 in April.

FITC is a three-day professional celebration of the best the world has to offer in design, web development, media and innovation in creative technologies. It’s a conference that both unites and transforms the industry – assembling its major leaders and players from across North America and the world. FITC Toronto transforms the Hilton Toronto into an international mecca for the digitally creative, abuzz with Creative Directors from multinational ad agencies, studio heads from Canada’s most sought-after digital production companies, the world’s most surprising digital artists and freelancers, cultural influencers and tech lovers from all walks.

2014 CMA AWARDS

I’ll be a judge in the digital category of this year’s CMA awards.

We all have the same tools. The same computers, same notebooks, same pie chart making programs, same research, same inspirations, same budgets, same, same, same. The difference between a campaign that wins CMA Gold and one that doesn’t is how well the team puts all the pieces together.