An idea I was sad to see go during the rounds– it was one of my personal favourites from our idea sessions. Ultimately, the client chose a different direction.
About the idea: Viagra noticed a pain point with their consumer base. Unsurprisingly, men weren’t completely comfortable with the loud, crinkly blister packs their pills came in.
Carrying around a rattly pill container wasn’t the best alternative either. This led Viagra to create an Oral Dissolving Film (ODF) - and it was our job to help introduce it to the Canadian market.
What better way than to relate to the consumers by poking fun at our old product flaws, while simultaneously highlighting the ODF benefits.
Men wanted discretion, so that’s what we brought.
After COVID– years of lockdowns, news, and cautions. The world was tired of hearing about it.
So how can we continue speaking about the importance of getting boosted, without people turning a deaf ear to more COVID conversation?
We take a new twist on how we talk about it. Bringing a lighter tone to the conversation ended up captivating our audience.
As a result, the campaign saw great success and Fall boosters within the target demographic skyrocketed.
Additionally, we had the opportunity to partner with the CFL and MLSE, taking over some sporting events with vaccination booths.
Bobby Pasternak is a part of the Batori Group and wanted to connect better to his demographic– parents of young families.
Our goal was to do real estate advertising differently, so we broke free from the mold of big faces and names plastered on transit signs.
Launching with film and digital ads, we showcased the different challenges that a growing family can face, and how being in the right home can make the little problems disappear.
When Circle K launched across Canada, they wanted to enter with a bang. So our goal was to do just that. Bring them into the game in such a way that people instantly had an emotional connection to them and felt as though they’ve been here for years.
Our idea was to create Canada’s largest and most convenient event that everybody could enjoy, free of charge. The best place to do that was here in Toronto’s own Y&D Square. With the main attraction being an airplane toss contest for a year of free gas at Circle K locations.
To gain traction and awareness of the upcoming event, we took to the streets. Handing out convenience everywhere we went. Rumours spread through word of mouth and flyer drops across the city right up until the day of the carnival.
This video was created for a presentation at a medical conference in 2020.
Creating a video for the conference meant it wasn’t considered public-facing, and as such, allowed us to push the way we treat the brand visually. We didn’t need to adhere to medical advertising regulations.
It opened the door to some interesting concepts, and got us to the approach you see here. Jesus is one of TRINTELLIX’s Patient Ambassadors, and was being used as the front runner for the PA campaign at the time.
This video takes us through his personal experience with MDD (Major Depressive Disorder) and how, after a long time of cycling through medications, TRINTELLIX was able to help him make progress on his mental health wellness journey.
Acuity is a business that strives to systematically and mathematically take the risk, mystery and waste out of the media buying process to ensure (and even prove) that every advertising dollar can be spent wisely and well.
They pinpoint specific people for ads and media rather than broad demographic or geographic targets. Ensuring that only the people who are interested in your product or service will get ads for it.
We wanted to make light of the moments when ads don’t quite reach the right people. Creating fun 30 second spots that ran on TV and preroll.
This BEXSERO campaign aimed to drive awareness to young adults (18-24) about everyday behaviours that can put them at risk of Meningitis B.
Through the use of light, edgy wordplay- we spoke to our audience in a way that caught their attention and gave detailed (yet brief) information on the disease state and risk factors.
We produced OOH and DOOH banners that went up across a variety of Canadian universities. We also produced video for social and b-roll ads.
The videos use flash-cut animation to help them feel fast and to-the-point. This was important, since keeping the video pace up meant keeping audience retention.
Nissan Canada’s “#ConquerAllConditions” campaign hopes to show Canadians that its all-wheel drive can help them tackle whatever weather gets thrown at them, even if it isn’t the snow they might be expecting.
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This was a concept I worked on with a team of colleagues at Klick. The goal was to get people thinking more actively about mental health wellness– and doing so by providing secondary, non-clinical resources available to everyone.
We focused on non-clinical resources because, at the time, it was nearly impossible to find patient openings within clinics. The pandemic yielded a tidal wave of mental health issues that had only been exacerbated. No significant effort was being made to improve access to care, and HCPs were stretched to their limits.
The situation was worsening, and no one was coming to help.
We recognized that as important as clinical mental health resources are, there are a number of accessible, valuable, and non-clinical tools patients can use to help mitigate their mental health challenges.
So we created a campaign that reframes non-clinical treatments as supportive, accessible, and meaningful.
Using provocative imagery that positions relevant products as “prescription”, audiences will discover that their mental health toolkit is bigger than they thought.
This project was a collab between myself and another artist. Created for Eric’s album Happy Songs for the Apocalypse.
Find Eric on iTunes.
When moving to a new home, it’s important to know the neighbourhood. On the other hand, it’s impossible to know everything about the area. Unless you’re an expert.
We took to the streets of Midtown Toronto to ask the locals questions about their home. This helped showcase that the Batori Group has unrivalled knowledge & expertise about Midtown.
We also created outdoor ads that were posted up all across Midtown.
Full Video Playlist Here.
