Senior Art Director
I'm a Toronto based art director/designer. I've been in the industry since 2001 focusing on Print, Digital, Direct Mail, Outdoor, and some Broadcast. Below is a sampling of things I've done. Be curious, browse and don't hesitate to drop me a line.
BTT is a traffic app that pulls in data from various sources to provide you with the best, and fastest, possible route to your destination.
This concept was brought to life using Toronto's standard street signs to deliver smart, strategic headlines.
Although there was much love for this campaign, it didn't get the final nod.
This approach, with it's simple and sharp headlines, was ideal for outdoor executions.
Four different headlines were selected for launch. Each with a subtle, yet clever twist. Each execution designed to be direct and straight forward.
With all the chaos and stress we are bombarded with each day, sometimes it feels like we don't own our heads...
... This is why MyNewHead.com was created...
...it's a hub for mental fitness filled with helpful tips and tools to fortify your head...
...you are first asked to identify areas you feel you'd like to improve...
...then, using a light gamification approach, the site serves up content that will help you improve your mental fitness...
...once you've completed your initial offering, you unlock even more areas. And, as a signing bonus, you got 20 AIR MILES!
In creating a new voice for Squareknot, we took a different approach in how we spoke to marketers.
It was time marketers realized that the only reason they exist, is because of their customers.
Inspired by wedding invitations, we used clever and playful copy to make our point.
The campaign was supported by a website...
...a Direct Mail package...
...that as you open it...
...the string ties into a square knot, reenforcing the brand and message: Customers you commit to are customers you keep.
As a follow up to the Direct Mail, targeted emails were sent out.
Instead of sending out the traditional holiday card, Squareknot decided to put on a show accessible on all screens...
...it all started with an email informing clients and friends of the Knot-Awful show we were going to put on for charity...
...we even sent out a Direct Mail package to a special few which included earplugs – a promise of the awfulness to come...
...both the email and DM asked you visit knotawful.com to pick a holiday song you'd like to have preformed (butchered)...
...as promised, the day was filled with 5 hours of Knot-Awful renditions of requested songs, skits, jokes and stories...
...just for fun, we advertised a fake website which sold earplugs (they were completely sold out). The site would loop back to the live show in progress...
...the day was a great success and helped raise $2000 of toys for children in need.
Tim Hortons Roll up the Rim is a national pastime designed to warm up our winters. To take engagement to the next level, an online version of the game was introduced.
Roll up Replay was designed to be a virtual version of Roll up the Rim with its own set of prizes.
The scrolling microsite explained how it was played, and of course also let you know that you could still enjoy the game in live in restaurant.
The game was simple to play. All you had to do, was to pick a cup. And to keep interest high throughout the day, each play would replenish after an hour.
Once a cup was chosen, a dramatic animation sequence would start from the bottom of the cup all the way up to the top where your result was unveiled.
If you won, there were instructions on how to claim your prize.
To add to the gamification, each play earned you points and badges. You could also earn by visiting restaurants (where daily codes were displayed on menu screens)...
and by making in-store purchases using a digital card which was scanned.
If you were diligent in your points collecting you got to participate in the Extra Day of Play where your chances of winning were extended a full day.
Poster for a proposed promotion.
Introducing the New Aged Cheddar Biscuit Sandwich!
Check it out.
A simple, yet effective promo page within Tim Hortons website.
And for a limited time, an enticing coupon for you to try this delicious new breakfast treat.
BMO Bank of Montreal wanted to welcome their new AIR MILES MasterCard customers.
72 hours after receiving your new MasterCard, an email was sent inviting you to watch your welcome video.
was designed to inform new users about their credit card and how to maximize the earning potential.
A simple vertical design with anchors was used to keep the information cleanly organized.
Each section (video, benefits, tips, sponsors, and rewards) was informative without being overwhelming.
If more information was required, outside links filled the gaps.
By simplifying the design and keeping the info brisk we were able to enhance the user experience.
Video #1: This is the first in a series to introduce customers to their new BMO Bank of Montreal AIR MILES MasterCard.
Video #2: This video highlights the benefits of the No Fee version of the BMO AIR MILES MasterCard.
Video #2: This one highlights the benefits of the WORLD version of the card.
Many companies offer parcel delivery solutions, but not all use Canada Post as a preferred vendor.
To change that, we developed an elegant, over-sized business-to-business mailing to entice and educate potential prospects on how Canada Post could help.
The dramatic impact of the piece is all in the reveal.
Inside was a set of beautifully designed tea cups, a personalized letter, and...
...of course, a box of tea tucked underneath the letter.
Inspired by Canada Post's set of e-commerce solution icons, each cup represented touch-points where Canada Post could help you grow your business – from acquisition to loyalty.
A simple solution to help create an experience to be savoured, time and time again.
A new Whitepaper study showed that the physicalitly of Direct Mail has direct impact on how we consume and retain advertising messages. How they are noticed, opened, read, kept, shared, and displayed.
To bring this to life, we used thermal reactive inks to cover the outer shell of a simple envelope. Once held, an impression is made – demonstrating the reaction or impact physical mail has on us.
Inside was a letter and bucksilp informing you about some of the findings and inviting you to download the full study.
Camp Oochigeas is a camp for children affected by childhood cancer.
Their bi-annual fundraising gala launches with a Save the Date Postcard (this one came with glow-in-the-dark inks).
Following the postcard is a Direct Mail package. This particular campaign focused on the need for a downtown Toronto facility.
The package included a letter, original 24-page storybook (the second in a series), donation card and reply envelope.
The original storybook focused on the journey of 3 brave owlets who fly to the big city looking to spread the magic of Ooch.
To further the experience, a microsite was developed complete with an animated (and narrated) version of the book.
Signage, Thank you cards, Posters, and an Event Program (shown) were also created.
Wordless comic I illustrated (featuring the owls) on a canoe paddle. It was auctioned at the event – selling for $2000.
Reaching their funding goal for a camp in downtown Toronto, Ooch wanted to announce to the neighboorhood that they were moving in...
...so we told the story of how the a little girl left their camp in Muskoka and made her way to downtown Toronto...
...all of it was done in a whimsical illustrative style adding another animated chapter to the Ooch universe...
...to further explain what and who Camp Ooch is, more detailed panels were created.
These window clings not only added vibrancy to the building, but also provided a bit of extra privacy.
In order to refresh the campaign, a new approach was taken putting testimonials in the forefront.
This year's campaign focuses on what makes Ooch special – it's the ONE PLACE where kids with cancer and be "just kids".
Letter, Photobook, Donation Card and Reply Envelope.
Removed the "belly band" and you are treated to wonderful images and quotes from campers, volunteers and doctors.
A simple but very fluid microsite was created with an expanded version of the Photobook (based on quotes invitees uploaded).
Signage, Thank you cards, Posters, and an Event Program (shown) were also created.
A random sampling of ads.
Sleep Country was about to open their first store in Moncton, New Brunswick. The inspiration? The provincial flag and a mattress, of course.
Royal Bank of Canada and Charity Trust needed an internal poster to help ask for donations. All of the proceeds went to The United Way.
Wanting to remind consumers that Bull's Eye's Original BBQ sauce was the perfect pairing for any meat...
...we created a series of posters playing up the boldness of the sauce in a fun way...
This one didn't survive, but we still liked it.
I love Tetris. And I thought I'd make a spec campaign for it. Something that would appeal to it's now grown-up audience.
A random sampling of design work.
Buick's first ever magazine for owners.
Safeway wanted a better way to communicate their AIRMILES offerings to customers.
The site would include an educational section – a place to remind or introduce how quickly you could earn miles.
Each of the 6 education modules would be brought to life with a dynamic assembly. Unfortunately, the project never lived.
LoyaltyOne wanted a new brochure to explain what they do – get you closer to your customers.
Beautiful black and white images of customers were used to demonstrate just how close you can get to your customers.
How does LoyaltyOne do this? By using data analytics, loyalty services and loyalty coalitions.
No matter who they are, LoyaltyOne can help you get closer to your customers.
The Quebec market wanted something a bit different from the rest of Canada for their AIRMILES marketing efforts.
Birthday Direct Mail – Envelope with built-in 3D anaglyphic glasses. View the 3D card inside from large window on the back.
Birthday Direct Mail – Letter and 3D Card.
Birthday Direct Mail – 3D Card. This showcases all of the 3D images. If you have 3D glasses of your own, check them out.
Spring Direct Mail – Outer Envelope with a large diecut showcasing a lenticular
Spring Direct Mail – Letter, Maskcard and Lenticular Mask
Spring Direct Mail – Showcasing what's underneath the mask, and the lenticular's two images
Logos and Illustrations
My little sister decided to open up a daycare. I decided to surprise her with a logo...
...some business cards...
...and attire ideas for staff.
Logo idea for Kraft's Peanut Butter Food Truck.
A retro-modern approach to play up a bit of nostalgia.
The chosen lock-up for the Kraft's Peanut Butter Food Truck
The initial truck design.
The final truck design took on a few extra modifications in shape and design (Mike Sheehan helped pitch in design-wise).
The uniforms were inspired by those found in a retro diner mixed with the Bear's bowties and new hat.
The menu was to have standard offerings with a few special provincial creations submitted buy customers from each province.
Logo options for a Jack Russell canine excursion company.
I like to doodle. This is a collection of those doodles that tell the story of Bob, a new grocery employee who just happens to be a bit lazy and motivated by food.