Sometimes an idea dies. But it doesn't mean it isn't a good one. Here are a few of the fallen for your enjoyment.
Surfside Brewing Company is a small craft brewery based out of a small beach community. The local economy is heavily dependent on tourism dollars predominantly from young adventurous people coming to the beach to party, surf, or to take in the beach culture. The solution we came up with was graphic, iconic and that truly felt own able by Surfside Brewing. An icon that paired a hop which is the essential ingredient in their beer and a surf board to create a logo that is incredibly simple and graphic. This logo has the appeal that we felt the surf/beach community would buy in to and champion proudly.
Poster series for Precision that depicts how they eliminate tattoos with extreme prejudice.
The Buzzfeed - Best use of Tattoos in Ads
2012 Graphis Advertising - Platinum,
2012 Marketing Magazine - Bronze
Kia wanted to explain what Lane Keeping Assist is and how it prevents you from crossing the line. So we did that in a way that we felt was painfully relevant.
Today, with smart phones there are more distractions than ever. There are endless things to stray your attention from what matters, and in this case - the road. There is always a post more important than the truck coming towards us. Or a tweet that should be dealt with before that turn ahead. This is a campaign that is aimed to raise awareness socially and at a dealership level telling people to put the phone down.
In the spring of 2010 we launched an Xbox exclusive game called Alan Wake where bad things happen in the dark. We created a tag line "Dark is Deadly" where an outdoor campaign the city warning the people of Toronto of the danger for a month. Results were great and people took notice.
2011 Applied Arts Selection,
2011 Marketing Magazine - Bronze,
2011 Coupe Magazine Selection.
Every Canadian knows 2 things: How difficult winter driving can be, and how annoying it is to wait for a ski chairlift. So, knowing both these Canadian nuggets of truth - we saw a great opportunity to showcase Kia’s amazing AWD capabilities. We drove skiers up a mountain with nothing more than standard winter tires and Dynamax AWD.
We created print and online ads for Coca-Cola showing their support during the 2010 Paralympic games.
Every year at Cannes, INNOCEAN Worldwide hosts parties at the beginning and end of the festival. The entire INNOCEAN network was tasked with coming up with a print ad that advertised both parties. We felt this print ad did a great job at demonstrating how one's perspective at the start of the festival isn't necessarily the same as at the end.
Every product has a story. The Cruze had an awesome one. The challenge was finding a new voice for Chevrolet to tell it. Because as we all know, it’s not just what you say, but how you say. So we created a fresh voice and visual language for the brand and incepted it into every touch point on the consumer journey plausible. The result? A multi-million dollar, cross-platform campaign that encompassed the confident, youthful, aggressive spirit of the Cruze in an culturally relevant, totally disruptive way. Hugely successful, the Cruze didn’t just mark the most successful vehicle launch in Chevrolet Canada’s history; it inspired a new direction for the Chevrolet nameplate globally.
Website - FWA Site of the day,
DMA - Website, Music, and Sound Design
3 Applied Arts Selections. Craft, Editing, Cinematography
In 2011 we set out on a mission to what seemed like the impossible, getting people into a Chevrolet small car and dispelling the notion that Chevrolet can't compete in the compact car segment.
On New Years Day we ran a small space banner ad on the cover of the Globe and Mail helping out the hungover folks out there.
2010 One Show Merit
Winning Canada’s biggest jackpot is all about possibilities. So when it came to re-branding Lotto Max, we created a multi-media campaign that inspired people to think about what they would, or could do if they won. For television, we focused on the moment right after buying a ticket – where a flood of possibilities fill people’s minds. We then used the print and radio to remind people just how far five dollars could take them – even in this day.
I often find myself in places where more people than not have tattoos. And no, I don’t hangout in prisons. Once unique to criminals and the underground, tats are now a mainstay of popular culture. But just because they’re everywhere, it doesn't mean everyone who’s got them is happy with them. Problem is, most people think removing them is hard and arduous. So we came up with an idea that made it easy. In knowing people with tattoos like looking at them, we created life-size posters of heavily tattooed people. Each tattoo doubled as a peel-off coupon for Fading Fast on the back – so our demonstration of how easy tattoo removal could be was two-fold.
All the photos shot by the talented photographer Nikki Omerod.
Every year MasterCard Canada has a program through out the city during Fashion Week that brings exclusive savings to MasterCard holders. This year we did an outdoor Campaign that would feature the Merchants themselves. Making them the style icons of the program.
The All new Kia Rio Is now the car of your day dreams.
Branding a small tradesman is never easy, finding a way to get them to stand out and be memorable in a saturated market is very difficult. But, when you have the last name of "Angle" it makes my job a little easier.
Communication Arts Design - Logos and Trademarks
Tasked with creating a brand for this rural roofing company that would cut through the over saturated market. We created a logo and card that would be own able to him and that would get noticed.
2013 D&AD Selection
2013 Communication Arts Design Annual
2013 Communication Arts Typography Annual
Silver: Ads of the world DM peice of the month.
2013 Creativity Awards - Platinum
2013 Creativity Awards - Gold
2013 Graphis Design Awards - Gold
Feisty underdog Wind Mobile now delivers the same level of coverage across the country as the big three telecoms. This campaign was created to communicate that message and reassure people that no matter where they go in Canada, their favourite social networks, APPS, maps, contacts and conversations will be with them.
Kia said, we need a promotion for May/June. We need spots that have 6 features in each, lots of car footage, and they should make us laugh...Huh, well...We did these.
Regularly overshadowed by big-budget monstrosities of the USA, Canadian Film has a stigma about being subpar and, ironically, is often relegated to the foreign film category in our own rental stores. The Canadian Filmmakers festival aims to dispel the misperception, by going to market with a campaign that fuses Hollywood cliches with some tasty Canadiana.
Needing a big spring, Kia tasked us with coming to the table with a retail campaign that would move the needle on sales and change the perception of their brand in the public. We came up with the campaign "Made for You" to really show that every Kia is made for you in your own way by using real Kia owners telling us why they're Kia is made for them. The campaign launched predominately online with testimonial videos, national TV and print, as well a build and price on our site that helped you find the right car by delivering relevant content through our real owners of the car you're looking at. The campaign proved to be a massive success, delivering record sales that carried through the next 4 months and a brand number jump from a 3.1 to a 4.2. Not bad for a retail campaign.
Here is a couple Ziplock print ads I've done over the last couple years. One shows how Ziplock freezer bags locks freshness in, while the other demonstrates how much can be packed inside one Ziplock space bag.
2011 National Advertising Awards, Silver
2013 Luerzers Archive 200 Best Photos Selection
Creating memorable, successful brands is a huge part of my work/life. And it starts by creating a logo. Here a few that I have done that I have been especially proud of.
Andrew Murray Roofing:
D&AD Logo design
Communication Arts Design
Communication Arts Typography
Communication Arts Design
Advertising Club of Canada
Mark's were looking for a way to tap in to a new market and speak to a different target. Instead of the stereotypical worker. They wanted to reach out the the average urban/suburban family. This is a sample of work we did to reach these people in an engaging way. Seamlessly weaving the product benifit with relatable real life scenarios.
With the need to re-invent themselves on and off the field, the Toronto Argonauts came to us to give them a new look and attitude in the face of the fans in the shape of a rebranding and ad campaign for the 2011 season.
It got a lot of buzz in the media, and increased ticket sales. As well, found itself in some controversy as it should. What's a football team without a little grit!
To promote the summer concert series at Earthbound Gardens and Nursaries, we created 100% biodegradable plant tags that we placed on-site at the nursery, and in public gardens around town for people to naturally find.
Summers short, so get out there and enjoy the very little time we have. Seize the the weekend with Sawmill Creek.
Before launching Indie wanted a small OOH campaign that teased the public of who they were, and what they were going to be.