This is my pre-graduation portfolio. The work is hypothetical, but the effort and insights are real. My focus here is creative direction, including identifying key insights and universal truths for each.

MEC:
Canadians are fortunate to have a wide variety of outdoor locations and activities to enjoy. One of our cultural dimensions is that we work to enjoy our free time. Self indulgence through active and adventurous living is an important aspect of our culture. Every work week is a new countdown to survive the grind until we reach the weekend where adventure awaits. That’s what this short Facebook campaign is about.

(Click for slideshow gallery)

CADDAC (Centre for ADHD Awareness, Canada:
I used to have some pretty incorrect conceptions regarding ADHD, as do many people. It’s rather surprising how many deny its existence, even to this day with its increasingly common diagnosis. My eldest son struggles with ADHD on a daily basis and this is now an issue that is very close to my heart. The below pop-up ad is a contrast between the different realities there are regarding this developmental/mental disorder and how backwards perceptions can be.

Transat:
The compelling truth behind these street posters is that no one ever says that they’d rather stay in their stuffy offices over going someplace beach-y. Wouldn’t it be funny if Transat would use this to make some clever advertising that pokes fun at the mundane nature of office life?

Heluva Good! Dips:
The insight is that nobody likes how chips break off when the dip is too thick. Heluva Good! Is just the perfect thickness, plus it’s flavour is full and delicious, making for a perfect dip, every time.

Rexall^® Pharmacy:
The key insight is that there are certain products that consumers will always feel embarrassed about buying. You can gauge the level of embarrassment based on the item purchased.

Veeam (1:15):
This is a 1:15 video spot suitable for a homepage placement or for presentation at a trade show/conference. I decided to use a bit of humour to elevate a service that is generally viewed as boring.

International Dyslexia Association:
There are a lot of misconceptions regarding dyslexia. There is no cure, and it affects more people than one might imagine. Many famous people including Thomas Edison have overcome Dyslexia to become great successes. One thing I learned about dyslexia is that it is not simply a matter of swapping words or syllables. It goes much deeper into how the brain interprets symbols and letters.

Music credit: https://www.youtube.com/watch?v=_JYHk_D5A44 (Mattia Cupelli)