Billie Jean King narrates this Scotiabank x PWHL spot that brings attention to the issue of ice time for young female hockey players while celebrating how far the players in the PWHL have come. Starring Natalie Spooner and players from the Toronto Sceptres, Montreal Victoire, and Ottawa Charge.

“Growing up, almost every winter, my dad built an ice rink in my backyard that I loved to practice on, day and night. I know how lucky I was to have had that kind of access - and I want every girl who wants to play the game to experience that kind of excitement and passion. We need to work together to make the ice available to the next generation of female hockey players.” - Natalie Spooner

Credits:

Associate Creative Director/Writer: Laura DeSantis Associate Creative Director/Art Director: Sophia Kossoski/Michelle Budge

Building on Scotiabank's brand platform of You're Richer Than You Think, this campaign aims to remind people that there's more to life than more, in a lesson well taught by Nonna in our launch spot. This is part of an integrated campaign that reminded people to bank more life moments. Other elements include station dominations, online, social - you know, all the things.

We felt there was a certain amount of pressure that holiday campaigns put on us all - to live up to the expectations of the season needing to be a certain way, and we thought it would be great to do a campaign that celebrated the wonderful part but also acknowledged the part where we all need a little break from it all. We also thought it would be awesome to use a super nostalgic but anything-but-holiday-like track.

In September 2022 we launched a new brand platform for IKEA: Bring Home To Life. The fully integrated campaign included a 2:00 launch film, 60 sec TV, OOH, Online and internal facing campaign. The campaign has been warmly received by consumers, ad people, and moms.

Role: Creative Director

ACD Team: Brendan Scullion (CW), Max Bingham (AD)

The world of wellness has become inseparable from that of social media - filled with fake performances and unrealistic beauty standards. The same could be said for the the world of diet and nutrition. The better the food looks, the more B.S. it often is. RX bar is No B.S. With just 5 simple ingredients that kinda don’t look too ‘grammable tbh, RXBAR knows that healthy isn’t always pretty. Putting in the work, and eating right is what gets you there - that’s what No B.S. looks like.

Role: Group Creative Director / Copywriter

CD / Art Director: Skye Deluz

CD / Copywriter: Jaqueline Parent

Copywriter/ADs: Hunter Simms/Thompson Harrell/Justin Santelli/Allie Keith

Is it better to look good or to feel good? When it comes to furniture, Ikea thinks it’s better to have both.

Preparation H has more than just Hemorrhoid cream. They have a whole line of products to treat any butt discomfort. Something that everyone suffers from at some point, but no one really talks about. Our job was to help people to get comfortable with their butts, in a space where Prep H is more just the butt of jokes. We needed to find a way to make Prep H relevant in a land of filtered reality. And we did it by embracing REALality.

So the day after the most fake, filtered, celebration-of-relationships-day of the year, we wiped the feeds clean. we invited people to talk about the weird stuff. The uncomfortable stuff. The stuff that real, unfiltered relationships are made of. And then we inserted Prep H as the pinnacle of those #REALationshipGoals.

We sparked the convo with the help of influencers. From a former Bachelor learning how to get real in a new relationship. To a mom known for sharing it all. Apparently it was a conversation people were just waiting to have.

eos is most known for their cool sphere lip balm, but they make an awesome shave cream as well. As it turns out, people really like to talk about their shaves, how they shave, where they shave, when they don't bother shaving. We brought the insights to life in a film and banner campaign with some help from illustrator Mike Perry.

New tagline. New look and feel. GoDaddy was launching in new markets around the world and wanted to break free from their reputation in North America as well. This campaign includes TV, Online, OOH, plus social, radio and every other touchpoint you can think of. Launching first in Brazil, India, Mexico, Australia, and England, before making it to the US market in a few months.

I worked on everything from the pitch through to this first campaign. (But in the end, this didn't run in it's current state in all countries.)

We work with brands to help them identify who’s visiting their sites, or clicking their ads then help them prospect for customers. If we’re all our own personal brands shouldn’t we be also be able to harness data?

AgencyIPs.com is a side project we created to give creatives the power of data to see exactly which company is visiting their site, so they can reach out at the exact right time. Or, so we can just sit and obsess about why we're not getting called. Often a simple IP search just reveals a holding company or network name, we’ve helped job hunters get past that.

Created with Jamie Umpherson and Dan Wilhelmsen.

H&M is more than just fast fashion. This brand film explored all of the different facets that make up H&M through it’s employees, and a few famous fans.

H&M has 150,000 employees all over the world who live and work by a shared set of 7 Values. We needed to refresh their internal values campaign, and reenergize current employees and teach new ones at the same time. In Sweden, a "Red Thread" is a common phrase, used to describe a theme that weaves through a story. For H&M, that theme is their values, so we used the Red Thread to help tell that story. We worked with an artist who hand embroidered our posters in red thread, and used real employees from all over the world to bring the idea to life. 

Without nature there would be no fashion. 

For this global sustainability campaign for H&M we led with the call:

Do not let our world become a fashion victim. 

These are some of the print like objects from the pitch. Of course there was a Rip vid as well.

During the big game, we created an even bigger game for Tums. A real-time Superbowl Bingo game where every square was based on the most heart-burn inducing, “Tumsworthy” moments of the game.

Our game was the #7 trending hashtag on Twitter that night. 15K bingo cards were downloaded. 21 minutes was the average time spent on the site.

Featured In: Campaign US, Campaign Asia, AdWeek Part 1, AdWeek Part 2, AdWeek Part 3, The Wall Street Journal.

True story: I was once a member of the Canadian National Gymnastics team. I had to quit due to a career ending knee injury at the age of 12. Olympic dreams, shattered.  

Who knew that one day, my Olympic advertising dreams would come true.

This campaign was so exciting. We had to pick the athletes we thought would have the best chance of winning medals, so that their spots could run right after their wins with congratulatory messages and live footage from moments before. Not all of them ran. But 5 out of 7 did.

I wonder if I’d have the same luck at the track.

Recognition: Morgan Freeman told me my copy was clever. Great press. 

Media: TV, Online, Social