I’m searching for the lightbulb, the ‘aha’ moment, the stroke of genius, and the bright idea. I’m driven by the puzzle pieces, the elusive solution, the intangible target, and the answers unclear. I’m a storyteller, a picture painter, a connector of dots, and a disruptor of norms. I thrive as a collaborator, a team player, a design leader, and a compass in brainstorms. I’m a creative, a designer, a salesman, a writer, a student and teacher, an artist and muse. I seek the truth and the tension, the cultural mention, unlocking the insight and the idea that can’t lose.
Conceptual Creative
My formula for unlocking great creative – narrow in on the human truth and identify the cultural tension that unlocks a bold, differentiated idea. I don’t believe in settling for the first good idea, I work with teams through an exhaustive process that allows the time to dig shallow holes, diving deeper into the most promising concepts, then passionately selling those through to clients.
Pitch Winner
At Thinkingbox I worked to gain a spot on the agency “pitch team,” a dedicated group of individuals responsible for responding to RFP’s and pitching new work from existing clients. My work on these pitches led the agency to win projects from Sony for tent pole movie launches like Heart Eyes and Apple TV+ for campaigns launching tv shows like Platonic.
Team Builder & Leader
I’ve fully built out and lead multidisciplinary creative teams both in-house and agency side, recruiting talent for unique roles, and ensuring their successful onboarding & on-going development. During my time leading the team at Sephora our work led to the brand being named Brand of the Year in 2021 by Strategy Magazine.
Social-First
I believe in a social-first approach, but that doesn’t mean social only. Unlike some traditional creatives, I approach campaigns from the lens of a social execution first, ensuring the concept resonates across platforms but also has legs to work in more traditional mediums like digital, retail and broadcast.
Awards
CMA Canadian Marketing Awards
Gold – We Belong Here – Sephora 2022
Strategy Magazine
Silver – Diwali Campaign, Sephora 2021
Strategy Magazine
2021 Brand of the Year – Sephora Canada
The Association of National Advertisers
Category Winner – Rising Multicultural Segments, 2021
Retail Council of Canada
First Prize – Retail Marketing Category, 2021
Press
CBC News
Sephora’s Canada’s National Indigenous History Month Campaign
Fashion Magazine
Sephora Canada Reveals Its National Indigenous History Month Campaign
Strategy Magazine
Sephora goes bigger with 2nd Diwali campaign
Strategy Magazine
2021 Brand of the Year: Sephora Canada
Strategy Magazine
Sephora ensures authenticity as it celebrates Indigenous beauty
Strategy Magazine
Sephora plays the storyteller for LNY
Fashion Magazine
Sephora Canada Launches First Diwali Campaign
Strategy Magazine
Joni publishes “definitely bloody” period book