Over the past 8 years, I've served as Senior Art Director for various agencies, leading 1:1 marketing for the incredibly distinct and beloved critter-led brand, TELUS. The brand stands out from its competition, but as a creative, you have to find ways to push the marketing message to highlight the various products TELUS now offers. Below is just a small fraction of that work, where we bring the Critters to life through fun, engaging promotions, hopefully putting a smile on consumers' faces through digital and social multi-funnel marketing.
TELUS sports sponsorship PureFibre promotion.
The Brief: TELUS's CFL and Canada Soccer sponsorship has an oppourtunity to promote PureFibre Internet with 5-Year Plan Price Lock at game day events including TELUS's Canada Soccer sponsorship ahead of the FIFA World Cup.
Creative Strategy: For CFL, the campaign borrowed the visual language of a coach's whiteboard game plan, using hand-drawn game tactics to position PureFibre with Price Lock as the winning play. For Canada Soccer, the strategy shifted to a collectible trading-card concept, casting PureFibre as an "Internet All-Star" alongside the speed and reliability of the sport itself.
View a more detailed concept strategy for both territories.
View a more detailed concept strategy for both territories.
The Execution: Led design across both properties, developing the whiteboard-play system for five CFL teams and the trading-card system for Canada Soccer and the Whitecaps, then scaled each concept into digital signage, web ads, static banners, full-screen ads and animated GIFs across every partner's format specs.
My Role: Senior Art Director — creative direction, concept development, and design across both sponsorship territories, from initial territory exploration through to final multi-format asset delivery.
TELUS SmartHome Security social campaigns
The Brief: Develop digital creative for TELUS SmartHome Security, promoting an all-in-one smart home plan with a limited-time offer of up to $1,300 of equipment on sign-up.
Creative Strategy: Strategy: The campaign used a playful animal-pun approach — a prowling cougar "hunting" for smart locks and cameras piece by piece, and a sheep warning viewers not to "get fleeced" on upfront costs — to make the case that SmartHome Security bundles everything into one simple, affordable plan instead of buying devices separately.
The Execution: Designed sequential, story-driven digital ad units built around the two animal concepts, pacing each frame from a hook, through the product reveal, to the offer and call-to-action, for use across social and web placements.
My Role: Senior Art Director — concept development, visual direction, and design of the digital ad sequences and offer messaging.
