I've been a part of creating so many campaigns over the years. Here are a few of my recent favourites. I assure you, I've got plenty more. I'd welcome an opportunity to take you through any of my work and share the stories that I collected along the way.
SIDE EFFECTS INCLUDE
This campaign was designed to help Canadians change their negative perception of Big Pharma by pointing out the positive "side effects" of Innovative Medicines Canada and its Big Pharma partners.
For Those Who Want More. The team at Optimize offers its clients a bespoke asset management experience unlike any other financial institution, and they needed a brand makeover to match. Did I mention that this was one of the coolest shoots of my career?
IT'S ART
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Chapman’s “It’s Art” parodies the aspirational and exclusivity commonly associated with in high-end perfume or fashion ads to launch the first ever Super Premium Plus ice cream.
THE MOOT
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The “Museum of Outdated Technology”, otherwise known as THE MOOT, is home to all kinds of antiquated items, like brick cellphones, Sony Walkmans and paper insurance forms.
POINTS
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Losing weight is hard enough. By using the humour that surrounds complicated weight loss fads, Hydroxycut is helping make these unsustainable trends a thing of the past.
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Spot Hijab Launch​
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​Saman Munir was tired of her hijab getting soaked in sweat and constantly becoming untucked, which meant she had to go to the bathroom to fix it, ruining the flow of her workout. We partnered with her to launch the first ever sport hijab.
CALL IT A COMEBACK
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After suffering a devastating Achillies injury, Olympic athlete and Under Armour ambassador, Gorgia Ellenwood, shares her thoughts on what it takes to win in the face of adversity.
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FOODIES UNITE
The pandemic threw the country into crisis and the restaurant business was hit harder than most. Sysco, Canada’s largest foodservice company, immediately stepped up to create Foodies Unite: An assistance program designed to support restaurants, their employees and consumers alike.
NUMBERS
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This spot is built from the footage collected during three different documentary shoots. Each mini-doc features organizations in different parts of Canada with unique needs. Proving that, at Sovereign, clients are more than just a number.
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Allergy-FX
PLANTS
Allergy-FX is an over-the-counter allergy medication that has the power of the top prescription medication, with none of the groggy side effects. So we figured, there’s really only one way to prove that Allergy-FX can actually make you feel better.
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SID'S NEW STICK
​​This will forever be one of my favourite projects. To launch Reebok’s newest stick, we let Sidney Crosby do the talking. Well, he didn’t actually talk but the way he used the stick sure did drum up a lot of social conversation. To this day, the debate rages on.
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Over six weeks, the campaign delivered over 60 million impressions globally, with $0 in media spend. The videos were featured during live segments on ESPN, TSN, Sportsnet, The NHL Network, Versus Network, CBC, and the CTV National News.With millions of views and counting across YouTube and all social channels, these videos are STILL generating conversation over 15 years later.
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