Covenant House
The campaign’s creative pieces feature black-and-white imagery accented with blue to align with Covenant House’s branding. Stark black-and-white photos evoke emotion, while blue symbolizes hope and highlights the mission.
Minimal, clean line art ensures a powerful, uncluttered message, letting the visuals’ emotional impact resonate. The compassionate yet urgent tone emphasizes the seriousness of youth homelessness while offering hope, motivating the audience to act.
This simple, impactful design fosters empathy and strengthens the campaign’s connection with the target audience.
To amplify our campaign for Covenant House Toronto, we partnered with @MDMotivator, a well-known local influencer recognized for spreading kindness and inspiring community action. With his strong connection to the local audience and focus on impactful storytelling, MDMotivator helped bring greater visibility to our cause. Through heartfelt content highlighting Covenant House’s mission to support homeless and at-risk youth, we aimed to drive awareness, encourage donations, and inspire others to take action in supporting this vital initiative. This collaboration combined our shared commitment to making a difference in the lives of vulnerable youth across Toronto.
Ripley's Aquarium
The "Become a Merkid for a Day" campaign for Ripley's Aquarium was designed to create an engaging and interactive experience for young families visiting the Toronto location. By transforming children into "merkids" through vibrant illustrations set against Ripley's exhibits, the campaign brings the magic of the underwater world to life. Each creative highlights a specific exhibit—such as the ethereal "Planet Jellies" and the mysterious "Shipwrecks"—to spark curiosity and invite exploration. This imaginative approach aligns with our goal of making the aquarium more than a place to observe; it becomes a place where kids can immerse themselves in the experience, fostering wonder and connection with marine life.
Florists Transworld Delivery
The FTD campaign uses humour to connect with 25–35-year-old males by pairing the playful headline "Oops" with the tagline "Let the Flowers Do the Talking." The headline humorously acknowledges the relatable mishaps or awkward moments in life—like forgetting an important date or saying the wrong thing—while the tagline suggests that flowers can step in as the perfect, wordless fix. This lighthearted approach not only makes flower gifting feel approachable and fun but also helps to break away from traditional, overly sentimental messaging, encouraging men to see flowers as a versatile and even humorous way to navigate everyday situations.
Celsius Energy Drinks
This campaign focused on building brand awareness for Celsius Energy as it launched in Canadian retailers. To support the awareness stage of the consumer journey, I created an Instagram carousel and two TikTok videos designed to introduce Canadians to the brand, its products, and its unique benefits. Distributed as sponsored ads with a “Learn More” call-to-action, the content aimed to spark curiosity and provide easily accessible links to more information. The first TikTok video introduced the brand and its product range, while the second emphasized Celsius’s unique selling points, encouraging viewers to consider switching from their current energy drink. By delivering engaging, informative content, this campaign laid a strong foundation for further audience engagement and set the stage for driving conversions in later phases of the marketing strategy.
