I provided creative direction across a broad portfolio of automotive brands including Dodge, Jeep, Ram, and Chrysler. The work involved elevating brand consistency across product tiers and dealer communications while delivering marketing that reflected each brand’s personality. From campaign development to retail alignment, the goal was to ensure every touchpoint expressed a cohesive and confident brand voice.
Mercedes-Benz Canada needed a unified digital platform that could support over 120 dealerships nationwide—solving for inconsistent user experiences and backend inefficiencies. Through customer interviews, platform planning, and CMS research, we developed a scalable, centrally managed system with built-in flexibility for local dealership customization. The result: a cohesive national presence that delivers both operational efficiency and consistent, premium brand experiences.
For Bell’s Winter campaign, we set out to remind consumers of the magic and anticipation that comes with unboxing a new device—especially when it runs on Canada’s fastest network. As Creative Director, I helped develop a visual world anchored in the snowglobe—a playful yet elegant winter icon that evoked childlike wonder. The concept paired the latest smartphones with Bell’s network superiority, making emotional resonance and performance the hero of the season.
As Creative Director, I led the design and development of Aviva Canada’s new national website, aligning it with the company’s updated global brand standards. The project included end-to-end content strategy, UX planning, and the creation of a dedicated broker portal to better serve B2B partners. Focused on performance and usability, the new experience guided users along a clear conversion path—making it easier for consumers to engage and for brokers to operate efficiently within a unified, scalable digital ecosystem.
Faced with widespread political disillusionment during the 2020 U.S. election, Jones Soda turned protest into participation. As Creative Director, I led the brand’s “Stick It to the Man!” campaign—an unapologetic call for voters to reclaim their voice through an irreverent, user-led mock election. With its grassroots following and transparent personality, Jones challenged fans to nominate their own “wild card” candidates and vote alongside the real election. The campaign was built around rebellion, community, and freedom of thought—perfectly aligning with the spirit of the brand and its fiercely independent audience.
American Express faced an unusual challenge: customers were earning points but not redeeming them, creating financial pressure and underperformance on their rewards platform. As Creative Director, I led the redesign of the Global Membership Rewards site, resolving UX friction and restoring brand elegance. The responsive overhaul prioritized conversion clarity, visual consistency, and customization across 19 global markets—empowering local teams while maintaining the premium Amex identity. The result: a smarter, more engaging redemption experience for users worldwide.
