PORTFOLIO
Another fave of mine. When you combine fresh ingredients with delish tex-mex inspired recipes you get some REAL GOOD FOOD. Burrito Jax was rapidly expanding its number of franchise restaurants and asked me to give their brand some TLC. Save Save Save Save Save Save Save Save Save Save
Concept developed when working for SDI Marketing All in-field execution managed by the awesome peeps of SDI and emoticon designs executed by Pepsico-sourced third parties. After Coca-Cola famously did its “names on bottles campaign” it was Pepsi’s turn to execute a huge packaging idea. What we came back with was the “PepsiMoji” concept; a…
Clients who are start-ups sometimes pay with shares…or even founding partner status! That can either mean working like a dog and end up with zero pay and just the sheer pleasure of doing some exciting new stuff…or reaping some serious fruits of labour. What is it going to be for me and Karma? Stay tuned, but I believe…
Another fave of mine from my Mexico days. Why? I like animals and I like sarcastic humor. Bringing the two together in this campaign for high end seafood restaurant Faros in Cancun was like paying a kid for eating candy. On top of that, working with owner Carlos Rodriguez was nothing but a pleasure as…
What do you do when your company takes a few hundred employees to a remote location for the annual meeting? You brand it exactly what it is: a circus. Good times when you can creatively do pretty much whatever you want. props to the whole team who worked with me on this, including great folks…
Any vacationer in Mexico or the US who likes to have a good time will have partied at some point at Carlos ‘n Charlies. Grupo Anderson makes it looks effortless and spontaneous but behind the insane 265-days a year good-times is a finely tuned entertainment machine. I was lucky to have worked with the guys…
Thank heavens for Starbucks. The coffee giant has some delicious products available in both retail and in their Food Service locations. One of those lifesavers is Starbucks Refreshers. Working for SDI Marketing (Canada’s fastest-growing and exciting Experiential shop) I went to work and was immediately struck by the good energy of Refreshers (energy coming from…
How do you launch the first whitening toothpaste with a “technical benefits” story? You don’t! When working for LAUNCH! as their Creative Director, I made the recommendation to shift the brand’s platform away from Colgate’s entrenched efficacy story to focus instead on the real end-benefits for consumers of new Colgate Visible White. It was only…
A wonderful Client. Transparent Inc operates like a private equity firm investing in a very eclectic range of new initiatives that are fueled by the passion of innovation. Though the name already existed, I was contracted to create the brand from identity through to the full toolbox of communications. Please visit the transparent website…
Oso Negro (“black bear”), part of the Casa Cuervo portfolio, is the largest vodka brand in Mexico. In 2005 (I owned ad agency EINSTEIN dAdO in Mexico at that time) we were approached to take this juggernaut of a brand and give it a voice. A substantial segmentation and positioning study put the brand strategically…
CHANGING THE GAME One upon a time, fish were in charge. Men would wait for them to bite. Then FishHunter came along … The folks of Appetite Lab had come up with a real innovation. A mobile fish finder essentially changing the game of sportfishing forever. Engineered with US military technology this is…
From Commodity to Contagious. Is that even Possible? Promotions that build brand equity? Really? When moms arrive at the “Last 3 Feet” of the dairy section they’re faced with rotating price promotions on what appears to be an identical product branded a dozen different ways, no matter what equity building efforts have been made out…
Search a Canadian business online and you very likely will be served up search results from Profile Canada. With over 3 million visits a year and over 30k businesses profiled, Profile Canada is one Canada’s best kept secrets. They also happen to be my nicest client (sorry other Clients, you are all fine folk, but…
This was a NASA-like challenge: fix a BIG problem with the simplest of tactics. Public education programs often go over like ‘lead balloons.’ Even more so than with kids, adults generally only willingly learn things that they believe will be quickly and readily applied to their day-to-day reality, PLUS the learning has to be an…
As I go through life, my interests change. But I always have ideas. This was an idea around two of my then new, but most important interests: my son Liam and my hobby yoga. Together they inspired Yogaga. So now I also design, manufacture and market yoga products for children. Call me crazy but I…
Mobile apps. We talk about them. We recommend them to our Clients. Truth is; if you have not developed one yourself, you don’t really know what you are talking about. So I did one from scratch with 2 partners. From the first idea, to the name, identity, wireframe dev, interface design to the final app-to-market…
Mi5 is one of Canada’s largest printers and does stunning print work. My advertising and marketing colleagues will recognize them as the designated printer of Applied Arts Magazine, a beautiful communication trade publication. Derek, owner of Mi5 asked me to help out and create a overarching campaign. When digging into Mi5 in search of a…
Spectracolor is the trade servicing arm of Mi5, one of Canada’s largest printers. Derek, entrepreneur extraordinaire and owner of Mi5 asked me to help out inject some passion into the Spectracolor brand. Derek wanted to showcase the georgious work he can deliver but keep the message “direct” to fit the Mi5 no nonsense personality and…
Developed when working for LAUNCH! Brand Marketing All in-field execution managed by the awesome connection teams of LAUNCH! When Pepsico Canada launched Brisk Green Tea with apple they wanted an experiential sampling campaign which would focus on volume while having some fun with the new flavor. Brisk. –The Forbidden Fruit did exactly that. Reps in…
Developed when working for LAUNCH! Brand Marketing All in-field execution managed by the awesome connection teams of LAUNCH! Revlon wanted to connect with men to discuss Mitchum benefits. Powerful protection and unbeatable against white residue. Now let’s face it, which guy wants to talk anti-perspirants? Right. Guys want to compete, win, play golf and get…
Absolut was looking for a creative approach to create buzz around this red rebel in Mexicoʼs south-east among trade influencers. I (figuratively speaking!) submerged into the passionate world of ABSOLUT Raspberri and created a campaign celebrating passion in all its marvelous forms brought to life via launch parties and a keepsake coffee table book.
Sunglass Island launched their youth tailored stores in Mexico and needed a name, logo and ad campaign to give these stores their own young identity, while maintaining a clear link with the mother brand. We developed a logo that includes the mother brand logo and developed the “An extreme View” campaign, defining that extreme is…