Noteworthy one-offs
With great power came a pretty Cool game that let people sling web at their computers from with their phones.
Mr. Big had secured sponsorship rights for the upcoming Spiderman 2 movie. I designed limited edition packaging that would eventually appear at friendly neighborhood stores and a promotion that grounded the sponsorship with some purpose. The truth was, Mr.Big needed Spider-Man’s help and the help of Canadian, chocolate-loving, web slingers.
“Save Mr.Big” was a digital video game where players could pare their smartphones to their computers and shoot web at falling Mr.Big bars - bars that had OBVIOUSLY been sent to their doom by one of Spider-Man 2’s villains, Electro. The more bars you saved, the more entries you earned to win Sony prizes.
Spidey suit inspired logo close-up.
LTO packaging design.
POS design.
My first shortlist at Cannes helped me fall in love with ideas and in the prospect that great ones can lead to incremental business.
There was no brief for this execution. As an eager art director, I mocked up the concept for this ad and showed my CD. The following week I presented it to Travel Alberta, one of the agency’s clients, and the week after we were in production. It was executed in 8 major subway locations in Toronto.
What began as a one-off turned into a full takeover of Toronto’s largest transit hub.
The chairlift execution was photographed hundreds of times and picked up by multiple influential ad blogs. It found it’s way onto top ten lists of the most innovative ads of the year and performed well on the award’s circuit. The success lead to Travel Alberta opening up budget for a bigger transit campaign the following year. Targeting the same urban crowds in Toronto, we executed a takeover of Union Station, which sees 250,000 visitors every day. Inspired by the contextually aware chairlift execution, we transformed forgettable spaces with scenes that helped Torontonians escape to the mountains out west.
safety is a tough thing to promote because no one believes they’re unsafe, until something happens that proves otherwise.
Safe Contact is a certification program that Football Canada offers to young coaches and referees. This whistle was designed to be included as part of every trainee’s package of materials. Inside is a small cork, sculpted to look like a brain, that rattles around when the whistle is blown. (If you didn’t know already, the little cork “pea” in a whistle is actually what helps it make its distinct whistle noise.) The Safe Contact whistle was designed to serve as a constant reminder for coaches and refs to scan the field for concussion symptoms after each play / every time the whistle is blown - a behaviour Safe Contact already encourages in its training.
New Era’s new Sideline collection was set to get fans closer to the sidelines. After all, they were the styles players actually wore on the sidelines.
To promote the new line, I created a premium version of the hats. Unlike when most brands do premium however, these special editions would not be encrusted with jewels or made of precious metals. The Premium Sideline Collection was going to have the actual sidelines incorporated into the design.
Molson Canadian is more than a beer; it’s a badge. To connect it even closer to the land it comes from, I created sPecial lTO packaging.
The label was designed to be changed out every 3 months to reflect the seasonal changes of Canada.
