To launch the Mercedes-Benz 2012 C-Class Coupe, one was parked in front of a motion blurred wall, sidewalk, and billboard that read: “Looks fast. Even in park. The 450 HP 2012 C-Class Coupe.” To complete the motion-blur illusion, real 3D models of a motion blurred fire hydrant, parking sign, and mailbox were created to be part of the street scene. Named one of "The Four Best Unconventional Ads From The Last Four Years" by BuzzFeed.
Pizza Pops fans voted for a new flavour. Pizza Pops listened and launched Butter Chicken Pizza Pops.
To show the new flavour was created specifically for Pizza Pops fans, we held a tasting event with real Butter Chicken experts (Indian grandmas). Then, we had real Pizza Pops fans try them.
The Walking Dead, one of AMC's most popular TV shows, is set in a world overrun by zombies. To get people excited about its return on February 10th we created a rotting finger countdown. Every day leading up to February 10th, one finger was hacked off the hands, counting down the days to the return of the show. We also asked people to Tweet pictures of themselves in front of the hands with #TWDfeb10 for a chance to win one of the fingers. When the show returned, we wrapped the severed fingers in biohazard bags and sent them to the winners. Inside the bags were personalized letters congratulating them on their new gory finger.
Whether it's sci-fi movie night or a super important ping-pong tournament, Intact Insurance gets you back to what matters to you because you matter to them.
Cook two different meals at the same time.
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Testing everything from hammocks to hoses for life in Canada.
Cancer can now be detected in its early stages as pre-cancer cells. This dramatically increases your odds of survival. To show this we created posters with different types of cancers disguised as other words to let people detect the disease themselves.
Using food blogs, and restaurant review sites we found people online who had bad steaks at some of the best steak restaurants in Canada.
With the help of social media, newspaper, and posters we invited them to have their bad steaks redeemed by great steaks at Earls. We further reinforced our great steaks with in-store collateral, including coasters and custom engraved steak knives.
People who attended a steak redemption night left great reviews of steak at Earls. The word about Earls’ great steak spread and steak sales increased 90%.
We used real listings from the Yellow Pages to help put an end to the NHL lockout negotiations. The newspaper ad generated free air time on TSN Sports Radio at a time when the lockout was a hot button issue.
TTC apology roll sign posters. Familiar messages typeset in a familiar font.
Available for purchase here
The bathroom is the hardest room to share. Whether it’s with one person or a whole family, it can get pretty tricky. To show people how easy it is to share an IKEA bathroom, we built one and asked people to Tweet pictures of their favourite items with #ShareTheBathroom for a chance to win a gift card and make their own bathroom easier to share. In 3 days we generated almost 5 million Twitter impressions, and showed everyone that sharing an IKEA bathroom is easy.
Mobile and tablet users click here
The Book of Fears: Phobias from A to Z is an alphabetical book featuring typographic designs using the typeface Museo.
List of phobias in book:
• Agyrophobia: Fear of streets or crossing streets
• Bibliophobia: Fear of books
• Chronomentrophobia: Fear of clocks
• Diplophobia: Fear of double vision
• Eisoptrophobia: Fear of mirrors
• Francophobia: Fear of France or French culture
• Gephyrophobia: Fear of crossing bridges
Fear of long words
• Insectophobia: Fear of insects
• Judeophobia: Fear of Jewish people/culture
• Kathisophobia: Fear of sitting down
• Limnophobia: Fear of lakes
• Maniaphobia: Fear of insanity
• Necrophobia: Fear of death or dead things
• Octophobia: Fear of the ﬁgure eight
• Politicophobia: Fear or dislike of politicians
• Quadraphobia & Quintaphobia: Fear of 4 & 5
• Russophobia: Fear of Russian people/culture
• Satanophobia: Fear of Satan
• Triskaidekaphobia: Fear of the number thirteen
• Uranophobia: Fear of Heaven
• Vaccinophobia: Fear of vaccination
• Wiccaphobia: Fear of witches and witchcraft
• Xanthophobia: Fear of the colour/word yellow
• Ymophobia: Fear of contrariness
• Zoophobia: Fear of animals
Papyrophobia: Fear of paper (back cover)
This found type poster celebrates the Toronto Transit Commission subway stations that still use the original 1950's typeface: Toronto Subway. The tiles have been merged together to build a rich, tiled mosaic of the Toronto underground.
Available for purchase here
The most creative part of this project was my boxing nickname. The rest was pure torture.
For some reason, in November 2017, I participated in Agency Wars 7—a licensed amateur boxing event that takes place every year to raise money for charity. Together, all 26 boxers raised over $50,000 for the Movember Foundation—the leading men’s health charity, focused on men’s mental health, suicide prevention, testicular and prostate cancer. After a gruelling 12-week training program, 13 bouts took place at an exciting gala evening of sanctioned Olympic‑style amateur boxing at the CBC Studios in Toronto, all for a great cause.
Learn more about Agency Wars
Learn more about Movember
Getting checked is easier than you think.
Redesign of Volvo Cars of Canada Award for Environmental Journalism. We went to a Volvo mechanics shop and found a Volvo V70 R junker in the back. We ripped a piston out of the engine and a badge off the steering wheel. Add some wood and a plaque and you have a fitting award.
It'll come back.
Some work from old high school sketchbooks.
Aspirin ads were wrapped on the backs of buses around the city of Toronto. The ads used brake lights to exaggerate the pain caused by headaches. When the buses braked, the lights lit up to highlight the throbbing pain.