Empowering the next generation of women, how to support women in sport, intersectionality and what it means to be inclusive—yeah, we went there for International Women’s Day 2020. And we did it all while working up a sweat.
To celebrate all the strong women out there, we created an IGTV series to highlight some of the work women have been putting in to help move the needle towards a more equal future. Local communities also hosted their own IWD Worth the Extra Sweat events and activations.
Working in partnership with my Art Director, I was responsible for interviewing all three women, concepting, scripting episode storylines, writing interview questions, direction on set (working closely with the host and director), editing and sound.
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Art Director: Todd Takahashi
Film : Boldly
Director: Emma Higgins
Cinematographer: Kaayla Whachell, Suzanne Friesen
Photographer: Matt Korinek
After months of ideation, hundreds of ideas, and countless meetings trying to land the BIG MAGICAL HOLIDAY IDEA, we realized that we had been trying a little too hard to make the magic happen. At every turn our collective was there to remind us that holiday magic is really all about—they continuously brought suggestions that would bring fun and impact to their communities.
So, we decided that our BIG MAGICAL HOLIDAY IDEA for this year was to give our budget for the BIG MAGICAL HOLIDAY IDEA to our ambassadors so they could give back to their community however they wanted.
These three IGTV episodes only show what went down in three of our communities, but even more magic was brought by our ambassadors worldwide.
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Art Director: Michael Mavian
Copy Manager: Arabelle Stavroff
Film : Anthill Films
Director: Darcy Wittenburg
Cinematographer: Darren McCullough, Matt Butterworth
Black stretchy pants are kinda lululemon’s thing. But they also make technical jackets that not only look good but perform in the elements. And guess what? They all mysteriously go really well with...you got it, a pair of black stretchy pants.
Our job was to showcase the 2020 Fall and Winter collection.
VM: Wrote copy for store windows and interior product displays.
Web: I wrote all the campaign copy for lululemon’s e-commerce site and paid media assets.
OOH: Created a billboard in Toronto.
Editorial: Created a lookbook for our PR team to give to various publications.
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Art Director: Michael Mavian
Designer: Dina Maani, Kristine Nilan
Native Shoes was introducing their newest kids' style, the Jefferson Cozy. Instead of just listing out all the reasons why the shoe was great, we decided to go straight to kids and hear first-hand what they thought of the Jefferson Cozy. It was a campaign for kids, from kids.
The lines are a mix of their words and mine.
lululemon has over 1,500 ambassadors within its collective. These ambassadors range from professional athletes to world-renowned yogis to local community leaders.
The problem? No one, not even our die-hard fans, knew anything about our ambassadors. So, to change that we decided to feature an ambassador (or in this case, two ambassadors) and tell their story and how they are living into the sweatlife.
After interviewing several of our elite ambassadors, we ultimately decided to go with DK and Shaun Walsh—identical twins, big wave surfers, and bad ass ocean rescue guys.
Film: Working in partnership with my Art Director, I was responsible for interviewing DK and Shaun Walsh, concepting, scripting and direction for edit and sound.
Web: I wrote all the copy for lululemon’s e-commerce site , our ambassador microsite, and all campaign emails.
Editorial: Assisted our PR team in pushing out our story by writing a press release.
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Art Director: Sofia Pona
Designer: Teresa Tam
Developed in the Whitespace Innovation Lab the Zoned In tights feature a new fabric technology that’s never been used before.
We were tasked with telling the story around these unique tights that not only spoke to the innovation involved in their making but the researchers behind them.
I was responsible for interviewing Whitespace researchers, concepting, scripting, recording, and direction of motion content.
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Art Director: Ryan Romero
Designer: Henry Slaughter
Cinematographer: Evan Bourque
Unfortunately, we live in a world where reality tv and celebrities get more attention than one of the world’s worst food crises. In an effort to grab people’s attention and generate awareness for much worthier cause, we created digital ads that pulled real-time data from the news, social feeds, and blogs to measure just how many people were talking about these trivial topics. Each ad was targeted based on the psychographics of our audience ensuring we reached people who needed a little shift in perspective.
Responsible for campaign concept, digital banners, twitter rants and event decals.
Recognition (for entire campaign): 2018 ACT Responsible Cannes Exhibition
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Creative Director: Katie Ainsworth
Art Director: Leah Moy
Nutella Canada was looking for a way to show Canadians there were lots of ways to enjoy Nutella (other than spooning it straight out of the jar). Our solution? The Nutella Spife – a totally brand new utensil. Half spoon and half knife, its very existence forced Canadians to think of new ways to use Nutella.
Recognition: Strategy’s Shopper Innovation Awards (Silver) - Changing Behaviour
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Creative Director: Brian Krenzer
Art Director: Cherry Hung
Low Tide Properties contacted me to re-vamp their copy for their re-brand and brand new website. They wanted something playful, fun, and, most importantly, not to sound like another real estate company.
In addition to writing the web copy, I also interviewed some of their commercial tenants and employees—highlighting their businesses and select properties.
BC Ferries Vacations offers tour packages to stunning destination all along the coast of British Columbia and to the Okanagan (aka wine country).
I tried to romanticize these places with my words. But honestly, it wasn’t a hard sell. Just look at the pictures.
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Creative Director: Katie Ainsworth
Art Director: Leah Moy
The task was simple. Educate construction/tradespeople (the people at highest risk of electrocution) on how to spot electrical hazards before it's too late.
Recognition: Lotus Award, Applied Arts
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Art Director: Ryan Semeniuk
An innovative new sensory experience where art, science, nature and movement intersect. The Take Form Mat was designed with cutting-edge technology to help improve alignment for a more focused yoga practice.
The 3D water droplet-inspired zones have been mapped out and rigorously tested to guide optimal body positioning across the poses people identified as the most difficult to master. The tidal flow-inspired texture and contoured edges offer grip and stability for enhanced performance and functionality.
Sports fans love their sports. Like really really love. And we wanted to let these fans know that they could get closer to the game they love by declaring their love online and betting on PlayNow.com.
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Creative Director: Brian Krenzer
Art Director: Gary Sylvester
Film: Boldly
When motor oil isn't disposed of properly (ex. dumped down the drain or thrown in a ditch) it has disastrous effects on the environment.
In an effort to encourage DIY oil changers to recycle their oil we created this easy to follow instructional video starring a giant oil drop named Olli.
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Creative Director: Katie Ainsworth
Art Director: Leah Moy
Film: Boldly
JCI Institute is a fashion and beauty school that focuses on hair, makeup, and fashion.
This radio was part of the Born To Do This campaign, which focused on what fashion icons like Lady Gaga and Karl Lagerfeld might have been like as kids.
Responsible for writing and directing radio commercials.
Recognition: Lotus Awards
A mish mash of some of the many, many, many emails I’ve written.
