I made my first ad when I was 6. My first client was a very prim and proper school librarian who had this habit of squirrelling away tissues in her left blazer sleeve as if it was the cool and elegant thing to do. She made it work. Her posture was excellent during story time.
That first ad was a 18x24 inch OOH pencil crayon creation, encouraging everyone to read “The Mouse and the Motorcycle.” It had a media run of 8 years on the school wall until some random kid (I’m pretty sure it was Tom Corse) tore it down in a fit of rage. I get it. Not everyone likes literacy, a mouse, or a motorcycle. Maybe the media buy was too long?
Tom. If you’re reading this – I forgive you.
My second eye opening ad experience happened when I realized people did this excellent ad making thing as a real job when I was in grade 10. I accidentally picked up a Communication Arts Advertising Annual, flipped through the pages, and thought “WWWWHHHAAATTTT?!!! I WANNA DO STUFF LIKE THISSSS!!!!”
2017 – 2025
Four Fifty One, Freelance Creative Director | Art Director
Collaborated with all levels of agency leadership, account and creative teams to create successful creative platforms and advertising campaigns. Creatively solved difficult business problems, and helped win new business. Successfully pitched and presented to clients across Canada and abroad.
Agencies: BBDO, Conflict, Cossette, Daughter, dentsu, evolve, FCB, FCB/SIX, Grey, John St., Juliet, JP\TBWA, JWT, Leo Burnett, Mass Minority, NFA, Sid Lee, WT+
Clients: Air Canada, American Crew, ATCO, Bell, Benylin, Bodacious Wine, BMW, Canada Life, Canadian Blood Services, Capital Group, CIBC, DAZN, Destination Pride, Ferrero Rocher, Figr, Ford Motor Company, FreshCo, Futurezona, Genesis, Grolsch, Growers Cider, HSBC Canada/US, Heinz, Hyundai, The Keg, Kijiji, Kraft, IKEA, Janssen Pharmaceutical, Johnson & Johnson, Lyft, McDonalds, Made In Space, Manulife Wealth, Mazda, Metrolinx, Mercedes Benz, Naked Grape, Nestea, Nissan, On the Run, Ontario Ministry of Health, Peoples the Diamond Store, PepsiCo, Primus, RestoraLAX, St. Mike’s Hospital, Scotiabank, Simplii, Sleep Country, Spearhead Beer, Sterling Wine, Tangerine, Tokyo Smoke, Toronto Argonauts, Volkswagen, Volvo, Quaker, United Way, Uniqlo, Virgin Plus, WE, Westjet, Winners.
2025
evolve, Interim Chief Creative Officer. Provided creative stability and leadership for a 90-person agency. During this time, I created evolve’s brand positioning for future new business pitches.
Re-established Ocean Spray Sparkling in retail to avoid being de-listed. The new creative lead to an ROI of at least 4x. Additional media was purchased for a second run because of its success.
Continued the Egg Farmers of Ontario campaign and opened client up to embrace inventive media & ideas. After the initial presentation, client was quoted as saying, “That was the best meeting in 7 years.”
After developing Lindt Swiss Classic ideas and presenting in-person, clients shared high praise & shook my hand enthusiastically. Clients: “Amazing thinking.”
Clients: Farm Boy, Lindt Canada, Ocean Spray, Ontario Egg Farmers, Waxon
2021 – 2022
Rethink. Working with this agency is a must for anyone. Really loved being part of the pursuit of creating amazing ideas. While there, I collaborated on successful new business pitches and developed ideas for a variety of projects with talented teams in Vancouver, Montreal and Toronto.
Clients: Kraft, Heinz, Molson Ultra, RXBar, Scotiabank, Tangerine Bank.
2020 – 2021
Critical Mass. I had the pleasure of working as a Creative Director in Toronto with talented teams across the USA, UK and Canada. I successfully pitched and presented campaigns to clients and partnered with multiple digital disciplines around the world.
Clients: AT&T, BNY Mellon, Johnson & Johnson USA, Infiniti Global, Nissan USA.
2011 – 2017
Zulu Alpha Kilo. It was amazing to create award-winning work while mentoring talented creative teams during those 6 years. I revitalized the Audi brand and helped dealerships earn record sales with the Canada: Land of quattro launch platform. I originated the Interac, Be in the Black, launch campaign that won a Silver Cassie, and also helped the shop win AdAge Small Agency of the Year, 2 years in a row in 2016 and 2017.
Clients: Audi, Bell, The Brides Project, Cineplex, Collingwood Elvis Festival, Corona, Interac, Workopolis.
2004 – 2009
zig. Creating award-winning work while mentoring talented creative teams, was simply a joy. I contributed to zig making Strategy Agency of the Year shortlist, 6 years in a row. I also helped create IKEA “Start the Car,” a tv spot that is ingrained in Canadian culture and still talked about to this day. The spot ran for at least two decades in as many as 13 different countries. In 2017, “Start the Car” was chosen by TIFF as a Top 10 Essential Ad in Canadian Cinema History. In 2024, “Start the Car” was also voted as the Best Ad of the 21st Century, beating out hundreds of amazing spots created in Canada, according to Campaign Magazine.
Clients: Best Buy, Canada Real Estate Association, Dare Cookies, GreenPeace, Holt Renfrew, IKEA, Molson, NY Fries, Scotts Turf Builder, Unilever, Upper Canada College.