I create and direct content that drives brand impact across print, broadcast, social, and digital. I’ve led transformative campaigns and platforms for brands including Loblaws, Zellers, No Frills, Mastermind Toys, and President’s Choice, blending storytelling, strategy, and design to engage audiences and deliver measurable results.

Creative direction for Home Hardware, Loblaws, Shoppers Drug Mart, and Canadian Tire, shaping brand direction through strategy and photography and video direction.

creative & directing

latest work

Creative direction for Insiders Project, an editorial content hub featuring recipes, videos, and articles, achieving 7.6M+ page views on minimal media spend.

Branding & content strategy

original
series

Creative direction for the relaunch of Zellers and a brand refresh for Mastermind Toys, shaping campaigns, visuals, and in-store experiences to drive engagement and growth.

Branding & omnichannel strategy

relaunch

Creative direction for Loblaws’ first brand campaign and No Frills’ Hauler campaign, spanning TV, in-store, print, social, and digital, and making branded merch a core part of the strategy.

Branding & omnichannel strategy

campaigns

Creative direction for editorial and book projects, including the Holiday Toy Guide, &More Books for Real Canadian Superstore, and the reimagined PC Insiders Report with a digital-first approach and guest editors.

editorial & design

Books

let's work together

Send info