Creative Writer & Content Developer
Mount Pleasant Group, a funeral and cemetery services provider based in the Greater Toronto Area, asked for our help generating more leads and bringing the very important issue of pre-planning to a younger, more “millennial”, demographic. After creating the regular digital banner and print ads, we wanted to take this somewhat touchy subject in a new direction. We came up with the concept of a wearable device that measures how much time you have left before you need to start planning. A digital video was produced and within 7 days it received over 50,000 views on YouTube, increased traffic to the Mount Pleasant Group website by over 200%, and met 1/3 of their lead generating goals for the entire year. It was also ADWEEK’s Ad of the Day and FastCompany’s Top 5 Ads of the Week. Subsequently, our little spot took home 2 Silver Atomic Awards.
A spoken word poet out of Regent Park in Toronto was looking to punctuate his record release party with a video of one of his pieces. I chose the piece and wrote the treatment. Within 72 hours, my Creative Director, myself, and a skeleton crew of volunteers scouted locations around Regent Park, shot the video, and had the first cut ready to be reviewed. I also had the opportunity to attend the function where the video premiered. It was an amazing showcase of local artists and his undeniable talent. He’s gone on to international acclaim and recognition and I am very fortunate to have been a small part of his journey.
We were tasked to develop the web presence and shoot an “About Us” video for Indie Ale House, a popular Brew Pub in a Toronto neighbourhood known as “The Junction”. I wrote the treatment for the video, the questions for the interview, and was the actual interviewer on the day. I also provided all of the copy for the website we redesigned. A fantastic place, a fantastic project, and a fantastic shoot. Especially if you were thirsty.
My first ‘pandemic project”. As the first wave was subsiding, Staples needed us to not only tell the public about the way they had pivoted to serve their customers, but also to deliver a message of hope and reassurance. It’s truly amazing what stock footage, a kick-ass post team, and a few remote voice recording sessions can do. Even when we’re all at home.
As a non-vegan/non-vegetarian, plant-based meat was never something I knew much about. This project opened my eyes. By treating the product more as a new avenue for home chefs to explore and by really amping up the idea of plant-based culinary creations, we aimed to take the sustainable “meat” industry somewhere other than just environmental responsibility. We wanted those creators to really get excited about what they could concoct with these ingredients and how they could cook differently without losing any of the flavour.
