Creative Director who builds brands from scratch and leads multidisciplinary teams — from the full WEED ME rebrand to award-winning pharma and consumer campaigns. I have a genuine passion for advertising and design. It's not just a job, it's a calling. I love creating beautiful, effective campaigns that connect with audiences and inspire action.
Example of
CANNABIS CAMPAIGN.
THUMBS UP
"GREEN INSIDE AND OUT"
CREATIVE DIRECTOR + ART DIRECTION
Green Inside and Out turned a hidden commitment into the brand's story. Thumbs Up, a Weed Me Inc. brand, was already giving a large share of its profit to reforestation, but nobody knew it — and its previous communication had no concept behind it. I created the concept, idea and art direction, and led the rollout to stores and sales teams. The result was a radical change in communication, and sales growth.
WORK
Examples of
RECENT CAMPAIGNS.
WEED ME
"UNIVERSE OF CANNABIS"
CREATIVE DIRECTOR + ART DIRECTION
Universe of Cannabis built a whole brand system from almost nothing. Weed Me Inc. had no defined concept or visual identity, and seven brands that needed to stand apart without falling apart. I created the system, the tone and voice for each brand, and a style book for each one — one universe, with room for new worlds inside it.
WORK
Examples of the campaigns
I am currently working on
&some old projects.
LULULEMON
"TIED TO YOU"
ART DIRECTION + COPY + DESIGN + VIDEOCONCEPT
Tied to You — a personal proposal to move Lululemon from individual to community. The gesture of tying your shoes becomes a commitment, and that commitment ties people together — not just to exercise, but to each other, in the places where they train.
WORK
CINEPLEX - IMPROVING FILMS
ART DIRECTION + COPY
Improving Films — a Humber College class project. Cineplex is the best place to watch a movie, so Cineplex must make movies better. So much better, it could rewrite cinema's most famous lines.
EMOFLON - CAMPAIGN
AWARDS: SMILE
Emoflon — a real, award-winning campaign about a subject nobody wants to talk about. The ridiculous thing is not talking about haemorrhoids. The ridiculous thing is not doing anything about them.
COCO — a real internal project for Roche. Not a consumer campaign, but a corporate identity for an internal tool, designed to streamline a workflow and make it more efficient and cohesive.
GOOGLE FONTS
"AFFORDABLE
HOUSING"
ART DIRECTION + COPY with Priscilla Loo
Affordable Housing — a Humber College class project. The brief: raise awareness about Canada's housing price problem, using only typography. So the typography had to do all the work — dynamic, attention-grabbing, impossible to ignore.
AIR CANADA - FLY WHERE YOU DESIRE
ART DIRECTOR + COPY
Fly Where You Desire — a copy class project. After the pandemic, flying again would not be everyday anymore. It would take us where desires genuinely reside — something more memorable.
