GOOD MORNING BC
BC egg farmers are caring, nurturing people. It’s in their DNA. It’s who they are. They care about their birds and their eggs. They take a personal interest in every facet of running an egg farm. They understand that better care makes better eggs.
Just like egg farmers care for their hens, others in the community care for us. These are the people who help make our communities run. Yet in many ways we take them for granted. In this campaign, BC Egg farmers surprise these unsung heroes with delicious, nutritious meals of eggs. This demonstrates that BC Egg Farmers care, not just for their eggs, but also for the people who eat them.
We created a series of short videos following real members of the community.We see their passion and that they care about their jobs. Then the BC Egg farmers surprise these workers with a delicious egg meal.In a way, the egg farmers salute the people in our communities who care for us all.
We created cut-down “teaser” trailers that helped drive viewers to the landing page and an associated contest. The Teaser Trailers created interest for the mini-documentaries, without giving away the entire story.
SHOES THAT MOVE YOU
For Nordstrom's first shoe campaign in nearly a decade, we tapped into the child-like quality where you feel like anything is possible. These days, slipping on a new pair of shoes gives you that same sense of wonder and possibility.
LIFE CHANGING TRAIN FOR HEROES
Rocky Mountaineer’s Life Changing Train for Heroes is an annual program that recognizes those who have made an impact on the lives of others.
This year they partnered with The Starlight Foundation to invite kids with serious illnesses and their families aboard the Rocky Mountaineer.
Our concept centred around the importance of "space" in everyones lives and how Rocky Mountaineer creates space for enriching connections. Everyone has their own special space and for these kids and their families, Rocky Mountaineer provided them with another space to reconnect with what is important.
CANADA LAUNCH CAMPAIGN
Many of the US retailers who launched in Canada failed to deliver the expected experience and did not demonstrate an understanding of Canadians and our differences versus Americans. As a result, Canadians have become increasingly critical and skeptical of US retailers.
We helped Nordstrom launch in Canada and win over Canadians.
The insight was grounded in the shared values of Canadians and Nordstrom’s brand promise – “We strive to make people feel good.”
The “We like Your Style” campaign featured locals from each launch city and celebrated their own unique style and neighbourhood. For the Ottawa and Calgary campaign we hired Tommy Ton, a renowned street fashion photographer to shoot locals where they live, work and play. For Vancouver’s launch, we hired famous fashion photographer Jake Rosenberg (The Coveteur) to shoot stylish Vancouverites including supermodel Coco Rocha.
The “We Like Your Style” was extremely successful. The campaign generated high engagement on all of Nordstrom’s local social channels and took over the PR buzz in each city. The Calgary store opened within the top five opening sales in all of Nordstrom’s 114-year history.
For Vancouver, “We Like Your Style” featured a fashion show at the Vancouver Art Gallery and experiential interactions across the city. Vancouver was the most successful opening Nordstrom has experienced in the company’s history, with an opening day that beat Nordstrom’s sales target by double..
The campaign was so successful for Nordstrom that they abandoned their old high-fashion model and blanket national approach to launch the local “We Like Your Style” strategy in other international markets.
THE HONEST EGG
The BC Egg Marketing Board oversees and manages British Columbia’s egg farming industry. For their annual report, they wanted to showcase their current focus on “good governance.” Our challenge was to humanize this theme, and shed light on complex policy decisions without shutting people out or sounding politically charged.
“The Honest Egg” communicates openness and transparency in a way that’s immediately approachable. We used playful visual devices—translucent stock, an irreverent cover “reveal,” and documentary-style photography—to further embody the idea. Along with a straight-shooting copy style, the whole package makes it clear that BC Egg and the province’s egg farmers have nothing to hide.
It’s an annual report as wholesome and pure as the product itself. 56 pages, 4 pages of vellum sheets, 8 1/2 x 11, 4-color, perfect bound. Cover and sleeve were printed on eggshell finish stock by Hemlock Printers. Custom die-cut outer sleeve with a perforated tear strip to align with the book inside.
START AN EVOLUTION
UBC set out to launch a 5-year campaign that invited donors and alumni to connect more deeply with the University. The campaign was to be the largest alumni engagement initiative of its kind for a university, with a fundraising goal of $1.5 billion by the end of 2015.
We created a campaign that asked individuals to contribute their energy to UBC so that together they can change the world. This ‘energy’ could be contributed in whatever form that suited the target – donation, mentorship, volunteerism etc.
‘Start an Evolution’ provided that platform by intrinsically having a strong call to action and putting the target in the position to act. The campaign celebrated existing UBC success stories that reflected the power of alumni engagement. This allowed the target to picture themselves as being the impetus that can start an evolution.
BRANDING, NAMING & PACKAGE DESIGN
Dear is a thoughtful, refined and modern gift box company. Wanting to stand out among the wicker baskets and cellophane world of traditional gifting, the concept positions them as a company with a modern design aesthetic, carefully curated gifts, and a playful personality.
Gondola Transit Shelter / Chicago
The following are symbols and logotypes I have created for various brands.
Branding / Identity / Collateral.
Posters / Print Ads / TV commercials.