Creative Direction Portfolio
McDonald's Big Mac Bacon "It's not a Big Mac"
Feature spot for the Big Mac Bacon campaign that paved the way for an ongoing series of arguments between our two guys that would later draw other characters in. This campaign was eventually adapted by global partners.
Big Mac Bacon "What it isn't"
Big Mac Bacon - "Preposition"
McDonald's 'Friends Wanted'
We set out show people that the best job is the one you can enjoy with your friends. McDonald's most successful hiring initiative ever.
McDonald's 'Friends Wanted' - "Uniform"
McDonald's 'Friends Wanted' - "Ruth"
"World's Collide"
So, what happens when we start to combine storylines? We eventually created a small universe involving different characters from our various product storylines interacting with each other.
Lexus RX - "The Rules"
The brief was to show how the Lexus RX redefines luxury.
Lexus RX - The world's most inaccessible drive-thru
A gourmet test track drive-thru at the top of a mountain? Sure, let's do it.
TIFF - 'Snowden'
To promote the movie 'Snowden', we went full deep state and surveilled people, without their knowledge, in Toronto's busiest pedestrian destination.
HITACHI - 'The Farmer'
Hitachi dedicates a lot of resources to the 'Social Innovation' initiative to help build a more sustainable world and helping those with the same goals.
SPLASH Spiked Sparkling Water
In partnership with Sleeman/Sapporo, I created a spirit based beverage brand from scratch. It's the very first time the brewer has stepped outside its brewing roots. Creating and building a product from the get-go taught me all I needed to know about the critical aspects of building a business.
Brand Creation + Development
Cannabis Beverages
After the successful creation, development and launch of Splash Spiked Sparkling Water, Cossette Communications brought me on board to help develop a comprehensive portfolio of cannabis beverage brands for the newly formed Constellation/Canopy partnership. In total, I created over 100 brands for myriad style of beverages. The one on the left is my favourite.