The Brief:
Prodigy wanted to drive serious growth, and my job? Make sure we didn’t just show up in the market—we made a scene (the good kind). Whether it was engaging teachers, winning over parents, or making students beg to play, every campaign had to strike the perfect balance of fun and function.

The Idea:
Math? Cool. Learning? Even cooler when kids don’t realize they’re doing it. Every campaign needed to prove that Prodigy was more than just a game—it was the learning tool teachers wanted, students loved, and parents trusted. Growth didn’t come from shouting into the void; it came from strategic, engaging creative that met audiences where they were.

My Role:
As the creative lead, I steered the strategy, built the vision, and made sure every piece of creative worked hard to drive results. I partnered with media teams to ensure our ads didn’t just look good—they performed. From concept to execution, I led my team in crafting full-funnel campaigns that turned awareness into action. (And yes, I may have snuck in a few math puns—strictly for engagement purposes, of course.)

It is an honour to be the creator of what is now a nationally recognized brand.

Creating a logo that was simple, timeless and versatile was important to the founders and it was a wonderful journey bringing their vision to life.

Brickworks Ciderhouse started with just a few friends. I designed their logo, brand fonts, original social posts, original website, swag, can designs and packaging.

In addition to the Brickworks Ciderhouse Logo, I also designed the first 4 cans of cider that they produced and the first bottle in their Ciderhouse Series.

The original Batch 1904 is a personal favourite, we knew it would be a starting point to more varieties so it had to be designed as a first in a set. The cans that came after had to be similar enough to be part of the same family but then to also have their own personalities show through.

Illustrator Cai Sepulis was on our team creating original illustrations of historic vehicles that were part of each can’s story. She also helped create art for our seasonal mixer packs designs.

The Brief: The fall of 2020 was the first Back-to-School season of the pandemic. We wanted to develop a brand awareness campaign to showcase what Prodigy believed in: kids love learning when it’s fun (and show off our lovely new rebrand too)

The idea: The impact of covid and remote learning was still in play. Student were missing a lot of school and therefore learning-loss was a real fear. We wanted to remind parents that kids have a natural curiosity and a love of learning when it’s fun.

My Role: We worked very closely with an agency parter to craft the idea and produce this campaign on a very small budget. I then helped design all the assets for a full campaign with cut-downs, social posts, emails and much more.

Brief: Vitaminwater was releasing a new flavour called “Shine” and needed a fun way to collaborate with a creator and release the new SKU.

Idea: Let’s team up with Youtube’s Andrew Huang and let him make music with our bottles based on the vibe on our new “shine”.

My Role: Researching online personalities and pitching to work with Andrew. Art directing and assisting in the production of the video to ensure it was on-brand. Design and creation of campaign assets.

The Brief: Help players understand more of the lore behind a new adventure called Harmony Island in Prodigy Math Game.

The Idea: Prodigy Math Game’s players are so loyal to the game. They love to learn more about the characters and story lines behind the adventures. As a treat for our players we created a youtube mini-series for them: a four episode short story to help them understand the lore behind Harmony Island (which also included secret easter eggs for the upcoming game content).

My Role: I worked closely with a screen writer and we crafted a story idea. Including new exciting characters that would tell each part of the story. We were working with a small budget (so small that we provided a guide track) We then worked closely with the animation studio to bring the story to life.

Brief: People may know about Prodigy Math Game but they may not know about the company mission behind it. Our task was to create a video to inform our consumers and potential consumers about who Prodigy is and what it stands for.

Idea: Learning doesn’t feel like learning when it’s fun, we wanted to remind people of that and lean into that insight. We used 3D animations in a fun and energetic way to talk about the corporate values and made sure to showed real reaction and love from players when using Prodigy.

I have been obsessed with digital drawing since I found out it was a thing. It is a constant hobby for me to learn new techniques and hone my skills.

It is so relaxing and therapeutic to draw like this (and way less messy) I find it odd to switch back to drawing by hand, especially without the “undo” button.

In addition to digital portraits, I also create custom invitations in my spare time. I know, spare time? What’s that? I’m not sure but somehow these get made.

I love a good party and I love a good party with a theme even better. Give me a fun theme and I’ll give you a great invitation.

EuroDNA is an online car part retailer. I had a lot of fun bringing this brand to life. I created a fun, energetic symbol that incorporated the Euro with a DNA helix. It’s unique and versatile. Paired with a modern sans serif font this brand stands firm and friendly in the category.

David Bastedo was the Tragically Hip’s official photographer (and a close friend). He came to me with his personal project to sell his photos in a very unique and authentic way. “Live Art” needed a brand that was as classic and cool as the photos and the man himself. It was a fun journey to design this clean, simple logo and then to create the official badges and documentation that extended the brand.

See it live or purchase his photography here

The Brief: Design a logo and branding that unifies three Toronto hospitals: St. Josephs, St. Michaels and Providence Healthcare

The Idea: The symbol is a modern representation of an angel or dove wing, integrating Catholic values and symbolizing dignity, support and protection. The wing’s vertical orientation depicts upward potential and growth. The three feathers of the wing create columns of brand colours that stand for the 3 hospitals as they appear geographically from west to east.

My role: Conceptual and design of the logo, brand book, stationary, powerpoint presentation and final collected file production.

The Brief: Havana Club wanted to make classic drink recipe videos for their main signature cocktails: The Mojito, The Daiquiri and the Old Fashioned.

The Idea: Each drink video was inspired by a different time of day in Cuba. We brought that to life with lighting, props, footage etc. Each cocktail’s personality fit perfectly with mid-day (Mojito), sunset (Daiquiri) and night (Old Fashioned) and reflected the richness of Havana both in appearance and spirit.

My Role: The budget was extremely small. I had a hand in everything - conceptual, pitch, prop gathering, direction, editing and production. I also had a literal hand in it (I am the hand model).

Brief: A digital campaign promoting the local produce and products sold at Sobeys.

Idea: “We’ve got local roots” came to life. It was a fun play on words that reflected not only the local products they sell but also the small town history of Sobeys themselves.

My Role: While ideating on social carousels and digital static ads we had an idea for a digital video spot. We had this story of a child helping their parent on their farm load their produce on a truck for Sobeys and a forgotten crate was easily returned by them on bike. It was a lovely emotional connection to the idea of local. Even though video wasn’t requested in the brief we pitched it were thrilled when the client chose to go forward with it.

Brief: Short videos that highlight season products that live within the campaign “Create a little Holiday Magic.”

Idea: This year the holiday campaign for Sobeys was all about Santa. We needed to carry that through the smaller product videos. But how would Santa unveil these party essentials if it was his bash? The idea of adding some Santa magic was born. Each video is a short snippet of Santa and Sobeys adding some magic to the holiday get togethers.

My Role: Conceptual, storyboarding, pitching and helping with production. It was a wonderful journey to bring these to life.