Executive Creative Director based in Toronto, Canada.
Hello.
The business of advertising has been good to me. I’ve been fortunate to work with a diverse range of talented people at agencies such as Cossette, Leo Burnett and Wieden + Kennedy. It has taken me all over the world from the tea fields of Sri Lanka to the streets of Shanghai to a small flat in Exmouth Market.
The relationships and stories I’ve collected over the years have shaped me into the creative I am today -- one that stays humble, always puts the work first.
The time we tried to make people love Bacardi again.
Embracing the bite shot.
Sometimes we get the brief that simply says “this food is delicious.” And sometimes you’re asked to see people eat the food more than once. So, we had them eat the food 13 times. Only one rule: they could never say the food was delicious.
How to create an epidemic.
The struggle is real.
Living ain’t easy. COVID ain’t easy. Guess which one of these Walmart campaigns didn’t run because of an impending pandemic?
Zlatan Ibrahimovic is a very large and intimidating man.
6 countries in 60 seconds.
“In this script, we travel the world as one young man sets out on an adventure to become the most mighty chess player.” Now, I’d be lying if I said that was the first line in the script, but it wasn’t far off. This campaign kicked off Arla’s new global platform that would be adopted by countries all across Europe and parts of Asia. The shoot took us to Denmark, Italy, Croatia, Slovenia, Sri Lanka, and Shanghai.
Make people cry. Check.
Comedy has always come easy to me. So when asked to make people cry, I said, sure why not. This resulted in many unsolicited texts from my friends saying things like “F*** you dude. I cried my eyes out at the bar.”
Edible gaming. Like the underpants. Just not as fun.
How to not make your mom proud.
Blasphemy isn’t the fastest way to win your Christian mother’s approval, but then again, what is. This was easily one of the most fun collaborations I’ve worked on with some of the industry’s funniest creatives.
Dusting off an old bag.
I do enjoy helping a dusty old brand find their voice again. Robin Hood was one of those brands that needed a wake up call. After a good slap in the face, the brand now emulates the energy and style of the modern baker.