Mazda wanted to remind people of the joy of driving in a summer long social campaign.
We knew that in order to get attention on social, we have to do something different. So we proposed a three-tier social content plan through the summer period. The program involved Mazda issuing a weekly hashtag and developing rich brand content. Influencers then followed the lead and used the hashtag to develop their own engaging piece of weekly content. This eventually encouraged the wider community of driving enthusiasts to share their own inspiring content.
1 in 5 teens is struggling with depression, but what they share on social media are happy filtered images. With Facebook’s new 360 photo technology, we wanted to highlight what’s really going on in their lives. And remind them that Kids Help Phone is a safe place for them to share.
The idea for this activation stems from the insight the people to whom Canada Goose appeals are united by a defining characteristic: they are motivated by a spirit of adventure.
We proposed that Canada Goose hide their jackets in remote places and extreme climates and then using owned media channels tell everyone that we’ve left them there. If they find the jacket, it’s theirs. Simple.
The quick service restaurant business can be a challenging landscape to stand out in. From the onset, Mucho Burrito has positioned itself as an ‘authentic Mexican brand' that doesn't take itself too seriously. It was exactly this attitude that made the brand communication so much fun to work with and develop over the years.
Prostate Cancer Canada was looking for an attention grabbing poster to be placed in media space that they had received from patrons.
The media spaces were strategically situated in pub washrooms around Toronto. This was an obvious opportunity to talk uninterrupted to our target while they finished their business.
The good folks of CFC came to us with a problem that most people mistaken short films for point-and-shoot amateur films.
We were asked not only to brand the festival but also elevate the medium of short films by dispelling these misconceptions about the medium.
We decided to leverage the popularity of accidental internet sensations such as 'Keyboard Cat' and 'David after Dentist' and re-imagine them as a beautifully shot and well-crafted film.
Lynn and i worked with the legendary Philip Rostron to bring these sketches to life. We scored both - a finalist and shortlist in Applied Arts 2013 Photography and Advertising annual for this series.
FIAT Italy and Aldar Properties came together to create the world's largest indoor theme park called Ferrari World. We were tasked with establishing the brand platform. The unique challenge here was to make the thrill of a seemingly unattainable brand like Ferrari within reach for everyone. These were some of the print and out of home visuals that I produced with Frankfurt-based photographer Frank Kayser.
Greenpeace India launched an aggressive online campaign to ban incandescent bulbs to mitigate environment damage. I designed this poster which found its place on the pages of Communication Arts.
Furthering the relationship that i had developed with Greenpeace, i produced a direct mailer campaign to help spread the word about dangers of global warming.
Making ads for cars quite obviously teaches you how to think like an on-ground car salesman. This series of half-page print ads were conceptualized for a Nissan dealership that had limited money and wanted to see their product front up and centre (no surprise there)
Lingerie advertising in a conservative middle-eastern market can be quite tricky. This is the one category of products where i found clients always willing to invest in more suggestive communication. This pro-active idea was not only appreciated but eventually produced by the client as in-store and print communication.
Career Junction - A South African based recruitment company was looking to enter the middle eastern market and wanted to develop a series of print ads that could also be used as posters. We came up with the positioning of 'Put your skills to better use'. I illustrated the artwork and since its inception, this visual has become widely distributed on Reddit, 9gag and other viral sites sparking amusing chatter about grocery lists.
Combat (Bait) reaches roaches in the home using a unique mechanism, where it can kill roaches hiding in places hard to reach for aerosols and your average pest control products.
We had to bring the 'reach' benefit of the product to life and engage people with a low engagement product. To do this, we created an entertaining banner that shows the roach sharing your home, but in an inaccessible location, behind the wall.
The payoff? Combat protects your home against even the roaches you can't see or reach. The banner saw high interaction rates during the campaign period.
Arabian Radio Network had an infinitely expanding roster of radio hosts who each wanted to promote their radio show. This series of posters/prints were designed for a South Asian radio station called City 101.6. Each visual was art directed and illustrated by me to communicate the unique personality of their show.
Wrigley's Canada tasked us with a tv commercial to launch their apple pie flavoured gum. Their brief was to keep it consistent with previous spots and relevant to a teenage target. We leveraged then popular iPhone game Angry Birds to come up with this short spot.
Dubai International Financial Centre wanted to spread more awareness in the arab region about its crucial role in the development of Dubai's economy. We produced this spot to literally illustrate how money grows from money and the far reaching global benefits your local investment can have.
DU - a telecom giant in the arab region - established Anayou, a digital social media platform that aspired to be the next Facebook of the middle east. During its growth phase, we worked with Anayou to develop digital products and engagement tactics to to keep them relevant with their growing target.