Scope: Creative & Video Direction • Generative AI Image Production • AI Copy Strategy • Landing Page & Lead Funnel

Overview & Strategy:

A high-converting performance marketing campaign designed to reframe dental implants from an intimidating clinical procedure into a permanent, lifestyle-upgrading solution. By leveraging a funny, relatable trope, dogs getting caught red-handed wearing removable dentures, the campaign breaks through social feed clutter while eliminating the stigma around tooth replacement.

Key Campaign Elements & AI Execution:

Generative AI Imagery: Directed full generative AI workflows to create humorous, high-detail studio portraits of various dog breeds wearing dentures, eliminating the need for complex, costly animal photography shoots.

AI Copy Iteration Engine: Leveraged generative AI frameworks to rapidly test ad caption variations, optimizing performance hooks around convenience, confidence, and permanent tooth restoration.

Short-Form Video Direction: Conceptualized and directed a companion social video bringing the "denture disaster" scenario to life for Instagram and Meta feeds.

Dedicated Lead Gen Funnel: Built a custom landing page ecosystem detailing implant procedures and capturing high-intent leads through a complimentary consultation request form.

Scope: Hyper-Local Campaign Strategy • Grassroots Field Activation • Generative AI Visual Mockups • Funnel & LTV Modeling

Overview & Strategy:

A targeted local acquisition strategy for Crossroads Dental designed to capture evening commuters coming off Toronto transit at Dundas West Station. Built around the core hook"We're Open Late (Mon–Fri until 8 PM)" , the campaign eliminates scheduling friction for working professionals through low-cost, high-utility field marketing.

Key Campaign Elements & Execution:

Generative AI Concepting: Deployed generative AI tools to rapidly prototype street-team interactions, transit station environments, and custom QR-coded water bottle packaging.

Grassroots Utility Activation: Street teams distribute chilled, branded water bottles to hot, tired commuters stepping off subways and streetcars. Commuters carry the brand home, providing extended exposure to the bottle's "Open Late" QR code.

Two-Tiered Digital Conversion Funnel: QR code drives scans to a mobile landing page offering an entry-level $49 initial exam, while cross-selling a $298 Friday whitening/cleaning bundle to fill open weekend chairs.

Financial Modeling & ROI Projections: Built comprehensive unit economics modeling immediate campaign break-even points alongside long-term patient LTV metrics ($1,000 LTV/patient over 1–2 years).

Scope: Sponsorship Strategy • Experiential & Concourse Activation • AI-Powered Visual Compositing • AR & Digital Marketing

Overview & Campaign Strategy:

An integrated sports sponsorship pitch designed to establish Eagle Ridge Dental as the "Official Dentist of the Barrie Colts" (OHL). The campaign leverages authentic hockey culture to position dental implants and new patient offers through humor, shifting clinical dental marketing into a high-energy fan experience under the headline: "Fill the gap permanently so you can eat, smile, and chirp with confidence."

Key Campaign Elements & AI Workflow:

AI Visual Compositing & Copy Iteration: Utilized generative AI image models to composite realistic missing-tooth "hockey smiles" onto players, integrated puck mockups, and iterated on high-converting social caption variants.

Concourse & Mascot Activation: Interactive booth at Sadlon Centre featuring co-branded cheer sticks, dual-sided offer postcards (Implants + $299 New Patient Special), and Charlie Horse mascot engagement.

In-Game "Smile Cam" Segment: Created a turn-key jumbotron entertainment segment prompting fans with "Game Face: 10/10" and "Future Pro?" graphics during period breaks.

Geofenced Digital & AR Ecosystem: Developed a Snapchat AR "Hockey Smile" filter and geofenced Meta ad strategy targeting a 1–3km radius around the arena during game days.

Scope: Hyper-Local Partnership Strategy • Experiential GWP Activation • Offer Architecture • Financial Modeling

Overview & Strategy:

A local co-marketing pitch connecting Burlington Family Dental with a nearby boutique fitness studio, Grit Labs. The "Grit & Grin" activation bridges post-workout wellness with cosmetic dentistry, delivering a high-utility surprise-and-delight experience directly to high-value, health-conscious local residents.

Key Campaign Elements:

Post-Workout Utility GWP: Distributed custom "Grit & Grin" clear water bottles immediately after fitness classes, creating positive brand placement during a moment of high achievement.

2-for-1 Referral Architecture: Tucked a promotional card inside each bottle featuring a 2-for-1 Professional Whitening offer ($299 value). This incentivized gym members to bring a workout partner or friend, doubling patient lead capture.

Neighborhood Proximity Focus: Highlighted physical convenience ("we're just down the street on Fairview St.") to reduce geographic friction for busy gym members.

Financial & Retention Modeling: Structured a unit economics framework demonstrating campaign break-even at just 2 package sales (+6.3% net profit) and projecting up to $15,000 in 5-year patient value across a 5-package conversion scenario.

Scope: Campaign Strategy • Generative AI Concepting • GWP Architecture • Influencer Seeding Strategy

Overview & Strategy:

"The Holly Jolly BIObar™" is a Q4 festive campaign concept that reframes holiday overindulgence into functional, ritual-driven celebration. Capitalizing on the rise of the sober-curious movement and functional nightcaps, the activation shifts BiOptimizers from a supplement routine into an elevated seasonal lifestyle experience.

Key Activation Elements & AI Workflow:

Generative AI Concepting: Leveraged generative AI visual tools to rapidly prototype and visualize early campaign creative concepts, hero product staging, and mocktail lifestyle moodboards.

Anchor GWP Hardware: Conceptualized a custom cocktail-style "BIObar™ Shaker" as a free-with-purchase incentive to drive average order value (AOV) and serve as a physical brand icon in customer homes.

Functional Mocktail Matrix: Developed festive, science-backed mocktail recipes using BiOptimizers products, including Santa's Sleep Sour, Choco-Mint Chillini, and Spiced Gut Nog.

Creator-First Seeding & UGC: Designed influencer gifting kits (shaker, custom glassware, recipe cards) and launched the #ShakeTheSeason community challenge to fuel viral unboxings and cozy tutorial content.

Q1 Extension Strategy: Built the campaign architecture to bridge seamlessly from holiday hosting into "Dry January" and New Year reset routines, extending product usage well past December.

Scope: Creative Direction • Product Photography • Copywriting Strategy • Multi-Channel Campaign Execution

Overview & Creative Strategy:

Led the creative direction for BiOptimizers’ major Amazon Prime Day promotional push (July 8–11), driving peak Q3 sales across e-commerce and paid media channels.

Key Campaign Elements & Execution:

Visual Identity & Photography: Creative directed a custom studio product shoot using a soft, signature Amazon-blue background paired with soft organic shadows to establish a premium, natural, and instantly recognizable aesthetic.

Copywriting Framework: Engineered a high-converting headline strategy leveraging a clever play on words ("prime your sleep," "prime your digestion," "prime your gut health") paired directly with product benefit solutions.

Social Proof & High-Intent Triggers: Integrated Amazon customer star ratings, monthly sales volume tags (e.g., "20K+ bought in past month"), and verified buyer reviews to build immediate trust and drive conversion.

360° Omnichannel Rollout: Deployed a synchronized content release schedule spanning Meta/Google paid static and video ads, email marketing sequences, SMS/MMS countdowns, Amazon Live broadcasts, organic social stories, and custom Amazon Storefront banners.

Scope: Creative Direction • Generative AI Image & Animation • Video Direction & Sound Design • Omnichannel Campaign Execution

Overview & Concept Strategy:

"Raise the Ritual" was a seasonal Halloween campaign designed to turn post-candy sugar crashes into a compelling blood sugar balance message. Built around a atmospheric, spooky-themed narrative ("Don't let sugar crashes bury you"), the campaign position Berberine Breakthrough as the ultimate seasonal remedy for Halloween overindulgence.

Key Campaign Elements & Execution:

AI-Generated Imagery & Animation: Utilized generative AI workflows to create key campaign assets, placing the Berberine Breakthrough bottle into various monster hands rising dramatically from graveyard soil and piles of Halloween candy.

Stop-Scare Video Direction: Conceptualized and directed a spooky-themed hero video featuring cinematic graveyard visuals, sudden "stop-scare" pacing, and a classic Vincent Price-style horror voiceover setting a spooky seasonal tone.

Website Takeover & Product Swap: Executed a seasonal digital experience by replacing standard PDP product imagery with the animated AI-generated monster hand holding the bottle, backed by a custom homepage rotator hero banner.

Multi-Lane Visual Testing: Developed multi-channel assets spanning email marketing, paid social, and organic social. Tested two distinct visual lanes, animated monster theme vs. warm lifestyle imagery to measure engagement and conversion across different audience segments.

Scope: Campaign Strategy • Generative AI Art Direction • Multi-Channel Activation • PR & Experiential Design

Overview & Strategy:

"Undo Summer" is a witty, culture-led Labor Day campaign designed to help consumers reset after a season of overindulgence. Tapping into the universal post-summer "comeback" mindset, the concept replaces traditional health-shaming with lighthearted, self-aware humor.

Key Campaign Elements & AI Execution:

Generative AI Visual Prototyping: Utilized generative AI image creation to conceptualize key campaign idea.

The "SRY-SUMR" Hotline Activation: Designed an interactive PR stunt (1-888-SRY-SUMR) inviting consumers to anonymously confess their summer dietary sins (e.g., late-night nachos, margarita "fruit" servings). The best voicemails were adapted into animated social stories and UGC reels.

Omnichannel Ecosystem: Built a complete 360-degree activation matrix spanning social content series, Sprouts Market in-store confessional pop-ups, influencer "Summer Recovery Kits," and e-commerce offer integration (20% OFF sitewide).

Designed four custom visual concepts paired with four strategic messaging frameworks, leveraging AI to develop targeted caption variations. This enabled rapid A/B testing across the funnel to isolate the top-performing visual and copy combinations for maximum conversion.

4 Visual Directions: Kinetic Typography, Lifestyle Mood, Product Hero, and High-Action Athletic.

4 Messaging Angles: Direct Offer/Urgency, Performance/Utility, Lifestyle/Emotional, and Punchy Micro-Copy.

AI Caption Engine: Leveraged AI to scale caption variations across each messaging angle to find the winning conversion triggers.

Created branding for a flavour forward beverage launched in the LCBO. Bright and punchy matching the flavour profile.

• Branding & Style Guide

• Logo Design

• Website

• Social

• Print

Scope: Brand Concepting • Packaging & Label Design • Visual Identity Systems

Created the custom house wine program for State & Main, bringing to life the winning direction: Nekter. The design evokes an elevated, urban-cool aesthetic through a rich matte blue velvet texture, gold foil accents, and a custom honeycomb-shaped label. Playful details like the inverted "e" and the bee-and-crown emblem give it a downtown edge while keeping it approachable for the table.

As part of the initial creative phase, three distinct narrative directions were explored to define the brand's in-restaurant wine presence:

Nekter (Selected): Premium grape nectar meets downtown edge, featuring custom die-cut honeycomb shapes, gold foil details, and playful typography.

Junction: A minimalist, story-led concept centred on an ampersand mark, symbolizing where two streets meet and where friends gather.

Blue Antler: A monochromatic approach using clever negative space, where wine glass silhouettes form a subtle, rustic-meets-refined antler graphic.

Created a house wine for Kelseys Original Roadhouse. Name concepts and branding all with a nod to the road trip.

• Branding & Name

• Logo Design

• Packaging Design

Bringing to life the “Have Faith” campaign through email and social awareness. Creative reflects the brand vibe and core values, authentic and urban.

• Social Campaign

• Email Campaign

Eliminate food ordering arguments and dinner debates by providing urban eaters with a one-stop off-premise meal solution that brings variety, speed, quality and aordability together in a single, effortless order.

• Branding & Style Guide

• Logo Design

• Website

• Social

• Print

A beer anchored in Canadian history serving as a compass for all Canadians to know, no matter where they are they’ll always be North of 41°.

• Branding & Style Guide

• Logo Design

• Website

• Augmented Reality App

Created an internal coffee brand to sell within our restaurants that the staff can get excited about and create some buzz to increase sales. Website and campaign coming soon.

Site redesign that brings to life Recipe’s rich history and values using current best practices. Coming soon.

the story
Create a better functioning online e-order site and a new app.

the solution
Improve the add to cart and checkout flow through testing various use cases. Create a more engaging ordering experience by creating a crave with larger food imagery in a lifestyle setting.

the results
Increased average order through upsell and add ons. Lowered cart abandonment.

Created late night branding for print and menu design.

East Side Mario’s beverage menu needed an overhaul to increase overall beverage participation to 80% from 69%.

Introduce a new easier to navigate vessel, tri-fold menu with better merchandising opportunities and visual appeal. More focus on some of the signature drinks and upsells.

Welcome to the club! A fun series of triggered eblasts sent out to the Mini Marios members with monthly offers.

From the East coast to the West, catch the Harvey’s RV at a city near you! We’re giving away 50,000 FREE Thanks Burgers to say THANK YOU to the frontline workers and community members that have gone above and beyond during this time.

• Campaign Branding

• Landing Page

• Social

• Print Assets

• Eblasts

Burger Boss triggered welcome series for Harvey’s CRM Program.

Swiss Chalet in-store POP to raise awareness of new menu items.