Reese’s peanut butter cups are Canada’s favourite chocolate (no arguing there) but still, Reese’s wanted to do something big to certify their icon status. Then during the 2020 NBA playoffs, fans noticed something about an aerial shot of Lebron James’ thinning head - it looked a lot like the wrapped of a Reese’s cup. From there, an insight was born about the unique experience of eating Reese’s that no other chocolate had: our cups demand a ritual of un-cupping. So we built a campaign celebrating Reese’s by showing everything BUT the cup.
It’s very much giving “American Beauty” plastic bag moment
For x-mas 2019, we dropped the hottest holiday collab by putting wrap and rap together - where they belong- and sent them to all the clients on our nice list.
I got to introduce my inner Nicki Minaj to my inner Mariah, instantly uniting barbs and lambs everywhere.
Problem:
Coors Banquet has a perception problem in Canada. While Coors is a big name in beer, not many people know that Coors Banquet is the original Coors, rooted in heritage, and tenaciously brewing their original recipe since 1873.
Solution:
We explored the depths of heritage through a content series in collaboration with Canadian country artists that took them back to their origins. The platform gave musicians a way to rewind time, giving themselves and their fans a never-before-seen glimpse into their music “first”: moments that struck a chord with them.
Our submission for the 2020 Young Lions competition that won Film Bronze. The thumbnail for this gallery is me as a young lion (I’m a Leo, there are tons of layers to this I promise)
Art Director: Barbato Martiniello
Problem:
More and more brands are getting involved with Pride every year, but very little of them do something meaningful for the community. Netflix wanted us to create an experience for Pride that showcased the many important and diverse stories found within the LGBTQ+ community.
Solution:
We put up an impossible-to-miss booth (that eventually became a hot-spot for selfies) during one of the busiest streets at Toronto Pride, and instead of adding more noise, we gave people the space & moment to amplify their voices and share their stories for a change; whether it was about coming out, their biggest supporter, their favourite memory, their reason for being there, we wanted everyone who entered to come out feeling empowered.
Problem:
Going to HomeSense is unlike many other home decor experiences. With it’s wide array of one-of-a-kind pieces and unbeatable prices, you’re almost guaranteed to leave the place with exactly what you weren’t looking for.
Solution:
When you find so many great things at HomeSense, it’s really easy to convince yourself that you definitely need that colourful parrot paper weight, or enormous marble side table that you can’t pick up. And for some of us, we tend to lean on our BFF to be the shopping wing-woman-cheerleader-voice-of-reason that makes those purchases possible.
The year is 2020, it’s February. We’re all still sharing appetizers in crowded bars and Molson is prepping for the launch of their vodka soda, Aquarelle. And just as we were packing our bags to shoot a practical effects-heavy spot in Montreal, the pandemic hit.
It wasn’t the end, however, and after several hundred zoom meetings, we had successfully revived Aquarelle’s vision and launched our first spot, shot remotely. Aquarelle wanted to stand out from the vodka soda category - known for washed-out tones, neutral copy, and overtly-functional messaging- with colour, art, and self-expression. Instead of shying away from flavour, Aquarelle chose to embrace it, because just like people, the little bits of flavour is what makes us unique.
Art Director: Sasha Barkans
Designer: Priya Mistry
I’ve always loved poetry. When I was still living in Colombia, my teachers used to called me “La poeta” because they were my favourite books to read. So in 2019, my pals Bobby, Gabby, and I decided we wanted to finally write a poetry book of our own.
Bits and Pieces is a book of original poems & macro photography that explores the vulnerable thoughts that fill our heads and the everyday objects that surround us.
In 2020, Maple Leaf Foods made history by becoming the first major food company in the world to go completely carbon neutral. An incredible accomplishment for such a big operation.
To tell consumers about the big change, we went little. During the busiest advertising time of the year, we debuted the simplest SuperBowl spot ever made. Instead of shaming consumers into being more conscious about climate change, we chose to uplift them by focusing on all the little ways they help fight climate change every day.
Art Director: Sasha Barkans
