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.

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.


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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.



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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.

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.