Selected Work
A selection of work across brands, categories, and channels. They’re all grounded in the same idea: if it doesn’t connect, it doesn’t work.
From financial services to healthcare, the goal is always to find the human angle and build something people actually want to engage with.
PC Financial
PC Financial - Making Banking Actually Enjoyable
The Challenge
Banking is low-interest, low-engagement, and often avoided altogether. PC Financial needed to connect with everyday Canadians in a way that felt human — not transactional.
The Insight
People don’t want a “better bank.” They want money to feel easier, lighter… maybe even enjoyable.
The Idea
Flip the category expectation. Instead of talking about banking, we created a campaign that made interacting with money feel unexpectedly fun, using humour, relatability, and everyday moments.
The Execution
Integrated campaign across digital and social. Playful, self-aware tone to disarm typical financial messaging Scroll-stopping creative built around real-life money habits
The Result
Increased engagement across campaign assets. Strengthened brand relatability in a traditionally rigid category Helped reposition PC Financial as a more human, accessible brand.
Marie Keating Foundation
Marie Keating Foundation Making Prevention Personal
The Challenge
Cancer awareness campaigns often rely on statistics — but numbers alone don’t always change behavior.
The Marie Keating Foundation needed a way to cut through and make prevention feel urgent, personal, and actionable.
The Insight
Everyone knows cancer is serious.
But there’s a gap between knowing and doing something about it — especially when it comes to early detection and prevention.
The Idea
Make the message impossible to ignore by bringing it closer to home.
We created a campaign that shifted the focus from abstract risk to personal relevance — encouraging people to see prevention as something that directly affects them and the people they love.
The Execution
Emotionally driven creative grounded in real-life scenarios.
Clear, direct messaging to prompt action — not just awareness.
Designed to work across multiple channels, from social to on-the-ground touchpoints.
Balanced sensitivity with urgency to avoid being either overwhelming or easy to dismiss.
The Result
Increased awareness and engagement with prevention messaging.
Encouraged more people to seek information, screenings, or support.
Helped position the foundation as both trusted and proactive.
PC Black Label Pizza
PC Black Label pizza is hand tossed in Italy. Yes, really, Italy. What better way to advertise this ground breaking new frozen pizza than with a professional pizzaoilo tossing the dough in slow motion. Add in an acoustic cover of Dead or Alive’s “You spin me round (like a record) and you get a slice of perfection.
PC Mastercard
Making a Credit Card Feel Like a Smart Everyday Choice
The Challenge
Credit cards are a crowded, highly competitive category. It’s often defined by similar benefits and forgettable messaging. PC Financial needed to stand out while reinforcing its value as a practical, rewarding choice for everyday spending.
The Insight
People don’t want to think too hard about their credit card. They want something that works seamlessly in the background — while still feeling like they’re getting something back.
The Idea
Position the PC Mastercard as the smart, effortless choice. We focused on the simplicity and everyday value of earning rewards on things people are already buying — removing friction and making the benefit feel immediate and tangible.
The Execution
Integrated campaign across digital, social, and in-store touchpoints.
Clear, benefit-led messaging designed for quick understanding.
Visual system built to highlight everyday purchases and rewards in a relatable way.
Flexible creative approach that could scale across multiple formats and placements.
The Result
Increased engagement and interaction across campaign channels.
Strengthened perception of PC Financial as a practical, rewarding option.
Reinforced everyday usage and relevance in a competitive category.
AIR MILES
Stage Pass
When AIR MILES formed a partnership with Live Nation, I was lucky enough to work on the branding and launch. One of my favourite elements were these short clips that played in different spots throughout the Air Canada Centre.
PC Insiders Report
Prepare to be blown away by the tastes of summer.
