I'm currently the Head of Campaigns at R/GA London. I lead teams that create emotional films, useful services, buzzworthy experiences and impactful campaigns on behalf of global brands. I've won awards for Film, Innovation, Social, Mobile and Retail and a Grand Prix for Creative Data. Here is some of my work.
"Nike On Demand" Digital Activation
When we were asked to redefine the role that Nike played in athletes' lives, we didn't just tell people to Just Do It. We used Nike's athlete data and 1:1 messaging to create a brand new service that proved that Nike can actually help you Just Do It, whatever 'it' may be.
WINNER: Grand Prix, Creative Data, Eurobest
Clio Sports Gold for Digital/Mobile and Silver for Innovation
And many more.
New Era NFL "Speak With Your Cap" Integrated Campaign
To announce that New Era had become the official on-field headwear provider of the NFL, we featured New Era's most vocal brand advocates in an integrated campaign that invited NFL fans to Speak With Your Cap.
"Kijiji Productions" TV Campaign
When we were asked to drive traffic to Canada’s largest classifieds site, we highlighted the incredible range of things available on the site by shooting TV spots that featured only items that were for sale in our area.
WINNER: Bronze, Créa, TV Campaign, 2015
Best Canadian Accent & Red Beard, Self-Awarded, 2018
Nike "Remember The Name" Integrated Campaign
To launch the next generation of Nike sportswear, we worked with the next generation of Nike athletes. We created an integrated campaign that highlighted the bold attitude of young guns on the cusp of greatness: Remember The Name.
Dewar's "The Drinking Man's Scotch" Integrated Campaign
To promote Dewar's Premium Scotch Whisky in the USA, we created an online campaign that blended films like the ones below, original influencer content, a rich central web experience, an ambitious CRM program and engaging social activations.
Cirque du Soleil x Marvel Comics
To get younger male audiences excited about Cirque du Soleil's show KA, we worked with Marvel to create an original limited edition comic book about the show and then gave fanboys the chance to be immortalized in the Marvel universe.
Sleeping Dogs "The Rules Are Different" Global Launch Film
To launch the video game Sleeping Dogs worldwide, we highlighted the game's unique undercover cop storyline by juxtaposing the way a typical Hong Kong police officer is expected to act and the way the game's undercover protagonist operates.
New Era MLB "Wear Your Allegiance" Campaign
The New York Yankees fitted cap is a style icon, but baseball is losing relevance for young audiences. So during the MLB playoffs, we created posters that combined baseball and youth culture, we hosted an epic concert in Brooklyn and we live-streamed it on BoilerRoom.
NIKEiD "Air Max Mirror" Interactive Out Of Home
To promote Nike's customization platform NIKEiD, we created interactive out-of-home that automatically generated custom sneakers that match your outfit.
FINALIST: Fast Company: Innovation By Design Awards, User Experience, 2015
Nike is a ruthless thresher of an account that spits out the weak and hardens the strong. I wouldn't have it any other way. Over the last three years I've overseen 5 categories, a dozen creatives at a given time and literally hundreds of projects, from business transformation to film and everything in between. Here is the reel.
We've taken home Shots Awards for Best use of Outdoor
Webby Mobile Campaign Awards for Fashion, Luxury & Accessories
Brand Republic Digital Awards in Creative Technology, Fashion & Advertising
New Thinking Awards for Live Brand Experience
Shorty Awards for Best Use of WhatsApp
Just to name a few.