A major Fall 2015 Mercedes-Benz Vans campaign to advertise the release of a brand-new model of commercial van -- the Metris.
The only mid-size work van in Canada. Smaller than a full-size van. Bigger than a compact van. City-sized!
This campaign ran across print, digital banners, YouTube pre-roll, & OOH.
Creative Director: Tom Sloan
Associate Creative Director: Rocky French
Art Director: Matt Lee
Copywriters: Janet Hatcher & Rocky French
3M's Graphics Solutions wanted to engage small business owners with a dedicated website full of educational & inspirational content.
I wrote e-newsletters, web/poster/OOH copy, case studies, banner ads, social posts, radio & video scripts, and downloadable interactive PDFs.
Designer: Lindsey Smerdon
Copywriter: Janet Hatcher
Is long-form dead? Nope. If anything, it's making a come-back, thanks to content marketing.
For Mercedes-Benz Vans, I wrote several profiles of small business owners who are ga-ga about their vans here.
For Cargo, I've written about the future of marketing & a profile of a small business owner.
Check out my profiles of Canadian startups for Canon's Small Business Central here.
Oh, and I once had a brief lapse in judgement in which I thought I wanted to be an academic librarian. I wrote a couple articles for library-specific publications here & here.
You can find more of my long-form writing on my long-neglected blog.
Design & ergonomics that do not cost a month's rent.
The copy wrote itself, given the chair's comfort & affordability, & downward flow of the Y-frame.
Crude, rude, & totally relatable, Broad City is the smarter, better, more hilarious version of Girls.
The show is full of memorable one-liners, which fans swap back & forth IRL & all over social media.
I ran with the idea on a subway poster & animated two-frame banner ad.
Men's Long Lasting Wide Stick Deodorant
Tom's of Maine wants to gain more male millennial consumers.
This concept taps into millennials' penchant for authenticity & niche alternatives, yet remains true to Tom's branding.
Howling Apple, Habanero & Ghost Pepper Sauce--apple sauce for grown-ups.
Canning Sauce Co. belongs to my brother and sister-in-law back home in Canning, NS.
Their line of hot sauces & condiments aren't on the market yet, but keep an eye out.
Most hot sauce brands make direct reference to heat & fire in their advertising; I wanted to be more subtle, yet maintain a little attitude.
Women & millennials are driving today's bourbon boom.
I love bourbon, as do many of my female friends.
Why? Simple. Because we like it.
I came across Wine Country Ontario's underwhelming original print ad in the LCBO's Food & Drink magazine (first image).
Research into the wine industry reveals consumers are heavily influenced by wine critics.
Research also reveals Canadians prefer imported wine & are hesitant to try local; yet, Ontario produces world-class wines that are getting international attention.
This series of print ads plays on the Canadian inferiority complex, using actual quotes from renowned critics & a snappier tagline.