Intention: To cut through the noise of luxury.

        Chanel is undeniably one of the few truly iconic brands in history.

The name, the logo and the founder are all inextricably linked with the highest-echelon of fashion and luxury.

But to communicate this image in a modern environment, we felt it essential to adopt a more playful, subversive approach: no pictures, no models, just text.

Acting as the voice inside the reader’s mind, this simple statement will stand out from the plethora of forgettable fashion advertising, and cut straight through to what the customer is already thinking.

Explore the idea below.

Milky’s Coffee

Intention: To let the product do the talking.

        Here’s the truth: No one cares if you make the best coffee. 

For most people, a decent oat milk latte is all they’re looking for. Just as long as it's not too far, not too loud, and not too expensive.

So what if you actually do make the best coffee? How do you make people care?

Our idea was to let the product speak for itself through an everyday conversation.

No fancy pictures, no loud colors. Just a genuinely satisfied customer.

What more do you need?

Explore the idea below.


Intention: To embrace reality.

        Maybe you’ve heard the name, maybe not. Either way, you certainly will soon enough. 

Polestar, a subsidiary of Swedish automobile giant Volvo, is quickly gaining recognition as Tesla’s primary challenger.

And while the name still needs time to be considered a real threat to the current leader, Polestar has already proved its merit with the lauded Polestar 1.

So, what can they do from here?

Well, luckily this dynamic has appeared many times before - namely 60 years ago with the rivalry between car rental companies Avis (the Underdog), and Hertz (then market leader).

How did Avis handle this?

By being honest.

Everyone knew them as being second to Hertz. So they embraced this identity and made it work in their favor.

If they were No. 2, of course they’ll try harder.

So that’s what they said.

And we think Polestar should do the same.

Explore the idea below.

“Yes, we’re the underdog.

(Why do you think we’re more reliable?).


Brunello Cucinelli

Intention: To justify exorbitance.

        At what point is a pair of socks too expensive? $25, $50, $100? 

How about $1195. (Yes, they exist)

For the average consumer, it’s difficult to comprehend that a month’s rent can also be used to purchase a single pair of glorified foot-warmers.

So why is Brunello Cucinelli one of the most successful (and profitable) fashion houses in recent history?

Probably because they’re not selling to the average consumer.

Our aim was to embrace this budgetary objection, and acknowledge that the prices are -  in part - justified by quality... or so we very much hope.

Explore the idea below.


Intention: To avoid the banalities of luxury.

        SSENSE was created 20 years ago with an aim to capitalize on an under-met sector of high-end streetwear and designer fashion: e-commerce.

Avoiding the pretentious style of many of their predecessors, their focus was on building an innovative platform to showcase a carefully selected set of products from brands curated for their dedicated following.

We wanted to pay homage to this unpretentious philosophy and speak to the reader in a way that acknowledges the elephant in the room when spending more than you probably should on a pair of wool-knit mittens.

Explore the idea below.

Four Seasons

Intention: To keep it playful.

        When was the last time you saw an ad for a luxury hotel that captured your attention?

I doubt you can think of one.

But why can't hospitality advertising be more playful or memorable?

We had the same thought.

So we created a concept that informs the reader of the unparalleled experience they can expect from a brand like Four Seasons in a playful, modern approach.

Explore the idea below.

Toronto Public Library 

Intention: To change the public perception of reading.

        The current communication strategy for the Toronto Public Library lacks any sort of incentive as to why young adults and teenagers should start reading.

We designed a campaign which associates regular reading with success and high individual achievement.

Using this approach will more effectively communicate the benefits of reading to the younger generations in a playful, memorable way. 

Explore the idea below.

American Express

Intention: A new view of AMEX.

        Often thought of as being reserved for those only of extraordinary means, American Express products offer far more than many are likely aware of.

While the annual fee is likely to scare off many potential customers, simply glancing at some of the included benefits of their premium products - namely the Gold and Platinum cards - reveals why these fees are, for the most part, justified.

Our goal to communicate this in a concise, memorable way resulted in a new tagline: More than a card.

This not only serves to differentiate American Express from other credit card providers, but also demonstrates how much value the card brings to those who already carry one.

Explore the idea below.

Sundial Cannabis

Intention: To advertise in an industry that can’t advertise.

        Orson Welles said “The enemy of art is the absence of limitation. ”

So how can one create awareness in an industry prohibited from making it’s customers aware? 

Our solution was to say exactly that.

The result is a campaign that both acknowledges this limitation and also positions Sundial as a forward-thinking, subversive player in the cannabis space.

Explore the idea below.


Intention: To build curiosity.

        There's only so much one can do to advertise a new rug company. So we decided to leverage the element of imagination.

By not showing the product, customers are naturally more inclined to find out more for themselves.

And what better vehicle to accomplish this than one of the 7 deadly sins?

Explore the idea below.