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Mass minority

As a creative tech company colouring outside agency lines to bring data to the forefront, Mass Minority has been my first baby step into the great wide world of advertising.

With my hands dipped in everything from bread to mortgages, underwear to groceries, cannabis to mattresses, it’s been a wide intro and phenomenal start.

 
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VALENS GROWORKS

THE ASK

With the legalization line in the sand drawn for October 17, 2018, the cannabis industry was nearing unchartered and unknown territory.
Valens Groworks needed a creative territory they could stand on and speak to, but that didn’t reflect the corporate gold rush.

We threw ideas on the wall and landed on:

It’s personal.

With a product that’s deeply personal to every user, we drilled right into our opportunity to be different and champion the spirit of the individual.
As an industry leader for over twenty years, the leadership behind Valens could genuinely and seamlessly live and breathe the idea.

So far, we’ve executed through newspaper, magazine and outdoor.

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JOE BOXER

THE ASK

To steer the brand out of ho-hum territory and back onto the spirited, joyful turf they were founded on.

We paired together their signature joy and their tagline - IT’S WHAT’S UNDERNEATH - through bright photoshoots, seasonal campaigns, bouncy copy and even a quick field trip to New York City. We used every piece of content as an amplifier and expression of the emotions we’re all searching for.

We executed through magazine ads as well as paid and organic social content to drive online sales and visits.

THE RESULT

Online sales were up 300% year over year and improved floor space capacity based on sales improvement at The Hudson Bay Company.

BRAND MANIFESTO

Since ’85, Joe Boxer has been filled with spontaneous, outrageous, and colourful lovers of life.

We’re a diverse and collective breed from all across this great nation that have always walked into any room unafraid to be who we are. We spread heavy on the irreverence, dial up the play, and constantly seek the spontaneous. But above even that, we rip up the present moment and breathe it out. 

We’re fully alive.

It’s why we wear such colourful, fun underwear. It’s our way to truly express who we are at all times whether it’s Tuesday or Thursday or whether we’re sporting a suit or playing soccer - it doesn’t matter. They reflect who we are and we’re not afraid to show it.

Why?

Because we’re not afraid to be ourselves - our alive, wild, free wheelin’ selves - and show that it’s what’s underneath that counts.

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METRO

THE ASK

With thick competition, the food feeds were all starting to look, feel and act the same. Metro needed a substantial style differentiation.
We landed on a personalized blend of illustration and photography, got to work shooting some serious personality into their feed and brought the consumer to the forefront of their seasonal my _____ campaigns.

We executed through paid and organic social content, online banners and weekly flyers.

THE RESULTS

In our brand monitoring survey, this campaign brought Metro to the top of non-discount mass merchants.

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Monster mortgage

THE ASK

To create a lead-generating campaign with a fresh take on their existing branding.

We took the monster from mascot suit to illustrated confidante and enrolled him as the guide to real people in real financial scenarios. By pulling people in through storytelling and not beating-people-over-the-head branding, our audience not only related to the protagonists, but could see how the monster might aid them in their own lives.

We executed through paid and organic social, website copy, landing pages and video content.

THE RESULTS

This campaign reduced lead costs by 100% while driving leads up by 150%.

 

LET'S PEN YOUR STORY

If you’re on the hunt for a storyteller and wordsmith to blow the experience of your brand wide open, chances are I’m looking for you, too.

 
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