First there was Black Friday, then Cyber Monday. In 2010, American Express OPEN created Small Business Saturday, a day to support the local businesses that boost the economy and preserve neighborhoods around the country. In 3 weeks SBS gathered 1.2 million fans on Facebook making it one of the fastest growing Facebook pages ever and a movement had begun.

In 2011, the focus shifted. Instead just telling people about SBS, we helped small businesses promote it themselves.

A suite of tools was created to help business owners reach more customers, and help customers find more small businesses to shop at. Ultimately, over 100 million Americans shopped small, and Small Business Saturday cemented its place as a part of the holiday shopping season.

Contribution:

Worked on both the launch and followup campaigns for SBS.

Developed the logo and visual identity for the campaign. Worked to develop the Shop Small strategy for the followup campaign and helped concept, create, and design the toolkit for small business owners.

MINI had made several new advancements designed to reduce its environmental impact and increase its efficiency.

On a global scale, they wanted us to highlight each of these technologies in a simple, innovative, and of course, efficient way.

Hence, MINIMALISM: An efficient and minimal microsite that provided users with a waste-free experience and let them learn about the MINI in the amount of time they had available, right down to the second.

After selecting a feature, users were treated to a series of different vignettes – ranging from 60 seconds right down to one – that explained these complex technologies using minimal and entertaining animations. That way we didn't waste anything, including people’s time.

As a teaser to the Super Bowl spot, Volkswagen and reggae legend Jimmy Cliff joined together to infuse some much-needed positivity and good vibes into a world that's become awash with freak-outs, meltdowns, and temper tantrums.

Bill O'Reilly refused to participate.

MINI enthusiasts know that nothing handles quite like a MINI. And what better way to demonstrate this than with a pair of jiggly man jugs and a couple of loose eyebrows?

Why should topdown views be reserved for the road? Join the Volkswagen Beetle Convertible as we take it on a Subaquatic Roadtrip to celebrate Shark Week.

To demonstrate the power of the MINI we put those pesky business reply cards to use by turning one into a ramp.

To help Domino's Pizza keep up with the demand for their $7.99 Carryout Deal, we added a new recruitment feature in their popular Pizza Hero Game as a way to find new Pizza Chefs.

In the first week of the campaign, over 100,000 people downloaded the game pushing it up to a top three iPad app in the App Store and over 8000 people visited the Domino's job site.

My application was denied.

KRAFT wanted to introduce their new Homestyle Mac & Cheese with Bacon to dads in a way that was impossible to ignore.

Enter the Baconizer. With a click of a button, guys could turn some of the most popular online sport sites into an over-the-top version of the site made out of real bacon.

This is the first banner ad that I've done that people spontaneously started Tweeting about.

To keep up with the demand for their $5.99 Carryout Special, Domino's Pizza recruited their fastest pizza box folder and fellow Canadian, Dale Lamoureux.

MINI is loaded with features that make it a premier winter drive. However, because of its size, it isn’t often given the recognition for its winter handling that it deserves. MINI Canada wanted to change that perception. So, we created the Winter Worst-Case Scenarios handbook, a site that showcased the bests and worsts of winter driving based on features of the MINI.

For example, if a user clicked on the anti-lock brakes (standard on MINI) section of the book and they saw a narrated segment featuring actual video footage of the MINI easily stopping on slippery winter roads. After that, however, they a how different life could be without anti-lock brakes with typically humourous MINI-style animations.

We can’t swear you’ll end up getting knocked up by a Yeti just because you don’t have antilock brakes. But why take that chance?

These were shot by the very talented Mark Zibert.

These ads were targeted towards tweens. Apparently they're taking over the world or something.

Although it's an SUV, with 320 HP the Infinity FX really does drive like a sports car.

This was shot by Vincent Dixon.

Getting dogs to model is tough. That's probably why there are more cats on Instagram.

I shot this with Lee Towndrow.

Launched as an iAd on iTunes Radio, the Off The Stage music series was a way to reward and engage users with content instead of just interrupting them with messaging. 

The result was a summer long music video series featuring road-hardy up and coming artists performing unique versions of their songs on the road and in the backseat of a Nissan.

To demonstrate how Motrin Ibuprofen targets all kinds of aches and pains, we sent out an over ambitious shopper to walk around heavily populated shopping areas on the last weekend before Christmas.

With the help of a cleverly designed mannequin we were able to make it appear as though the shopper's back was bent over at a 90 degree angle.

In order to communicate that Motrin Ibuprofen is good for all kinds of aches and pains, no matter which part of your body may be hurting, this in-store decal appears as though a stock boy has been crushed under a shelf.

Fortunately, the "stock boy" was actually an account person and nobody really missed him.

The Nissan X-Trail is a small SUV that transitions perfectly from your life as a twenty-something idiot to a twenty-something idiot with a kid.

We designed a special MINI license holder that was handed out at MINI dealerships and Auto Shows.

When you slide your driver’s license into the holder, you can see how easy it is to get behind the wheel of a MINI, thanks to MINI Financial Services.

This was shot in Peggy's Cove, Nova Scotia. The day looked exactly like this and I've wanted to go back ever since.

Shot by Frank Hoedl.

Etihad Airways had an amazing idea that I wish I could take credit for.

To promote their new airline to Canadian skies, they set up a hockey game between the United Arab Emirates nation team and a bunch of former Canadian all-stars. 

Canada won. These are the posters that helped promote the event.

Terry Fox is an idol of mine and working on this ad was a huge honor. 

This print ad ran once as a full page newspaper ad the day before Adidas launched a limited edition 25th anniversary Terry Fox shoe.

I bought two pairs that I haven't worn them outside yet.