In Canada, one in two girls leave sport by late adolescence—not from lack of drive, but from lack of belief that they belong. We needed to show girls that sport is more than an activity for today—it’s something that shapes who you become tomorrow.

“Field the Future” is a never-been-done, AI-powered brand stunt designed to actually show girls who they have the potential to become if they stay on the field. We brought this to life through an emotional, social experiment that turned their stories into powerful self-portraits of possibility. 

A standard photoshoot became data, capturing each girl's personality, energy, and ambition as AI specialists transformed each girl’s story into a hyper-personalized portrait of their future selves, revealed in real time to them and their families. Our hero film premiered at a professional women’s soccer match creating a ripple effect of inspiration in stadium, followed by a paid campaign that allowed the masses to see how keeping girls on the field can shape a generation of future leaders. 

AWARDS
Bronze, LONDON INTERNATIONAL AWARDS, Use of AI
Shortlist, ADWEEK AWARDS, Best Cause Related Experiential Activation
Shortlist, ADWEEK AWARDS, Best Community Focused Experiential Activation
Shortlist, ADWEEK AWARDS, Best Use of Video in an Experiential Activation
Shortlist, ADWEEK AWARDS, Best Cause Related Experiential Activation
Platinum, MUSE AWARDS, Experiential & Immersive: Community
Platinum, MUSE AWARDS, Experiential & Immersive: Cause Marketing
Platinum, MUSE AWARDS, Advertising: Use of XR & Emerging Tech
Gold, MUSE AWARDS, Experiential & Immersive: Stunt
Gold, MUSE AWARDS, Experiential & Immersive: Diversity and Inclusion
Gold, MUSE AWARDS, Video: Cause & Awareness
Gold, MUSE AWARDS, Video: Diversity & Inclusion
Gold, MUSE AWARDS, Video: Public Service & Activism
Gold, MUSE AWARDS, Video: Sports

adidas set out to strengthen its presence in baseball by connecting with the next generation of athletes. Rooted in performance, they wanted to redefine what speed and agility meant on the field through their lightweight cleat, an innovation designed to push baseball forward. So we decided to flip the script on baseball’s power obsession by dramatizing adidas’s story of lightness.

“Moon Derby” is a gravity-defying brand stunt where MLB super stars and next-gen players hit 3,000+ ft bombs in a simulated lunar environment. Built as a film-grade sets using HitTrax data, the experience delivered viral buzz and proved that lightness can hit like power.

The result was a stunt that brought lightness into the baseball conversation—and adidas into the headline.

In 2021, 85 million suspected pieces of child sexual abuse were found online. To visualize the scale of this problem, we created the “Unwanted Film Festival” - larger than all the world’s film festivals combined. Playing online everywhere. 24/7.

Using AI, we generated 85 million unique film posters in real time, each inspired by real survivor stories. 1 film poster being created every 2 seconds.

The campaign launched with an immersive experience in NYC during the Tribeca Film Festival and contextual OOH, and continues to live online at unwantedfilmfest.com

AWARDS
Shortlist, CANNES, Non Profit/ Education & Awareness, Health & Wellness
Graphite, D&AD, Spatial Design Installations 
Shortlist, D&AD, Digital Design Data Visualization
Silver, ONE SHOW, Design Spatial Design Experiential & Immersive Experiential & Immersive
Merit, ONE SHOW, Craft: Data Visualization
Finalist, LONDON INTERNATIONAL AWARDS Creative Use of Data
Finalist, LONDON INTERNATIONAL AWARDS Public Service/Social Responsibility
Bronze, CLIOS, Creative Use of Data Creativity/ Storytelling
Shortlist, CLIOS, Creative Use of Data Visualization
Silver, ADCC, Public Service Non-traditional
Bronze, ADCC, Non-Profit & Public Service
Bronze, ADCC, Experiential
Bronze, EPICAS, Events
Best in Show, MARKETING AWARDS, Public Service Advertising
Gold, MARKETING AWARDS, Online
Gold, MARKETING AWARDS, Experiential/Special Events/Stunts
Silver, ATOMIC, Engagement
Gold, ATOMIC, AI

This campaign is centered around the universal truth that everyone needs someone to help make them believe in their own capability.

Each spot champions the importance of positivity in sport and the pivotal role that parents, coaches, teammates, and friends play from the sidelines in supporting athletes at every level.

To a new generation of Zillennials, Coleman had become a brand of the past—more “grandpa’s cooler” than go-to gear. To reach a new target with major buying power, the brand wanted to shift perception from a camping company to an outdoor lifestyle brand. We repositioned Coleman as a brand for more than just the hardcore outdoorsy by welcoming in those who are more outdoors-ish.

“Call of the Mild” is a cheeky invitation that allows anyone to see Coleman as the brand for them – even if you just plan one beach day a year or if your idea of roughing it is a season’s worth of kid's soccer games. This national campaign celebrated the joy of stepping outside no matter what that looks like—no 5 am wake up or hiking boots required. 

Skin cancer is one of the most common cancer types found in young adults aged 15-29. On top of that, melanoma diagnoses are rising and fewer biopsies are being done as a result of the pandemic. So to make people pay attention, we needed to take the problem out of the doctor’s office and make it something young people not only acknowledge, but look at.

Introducing the Self-Assessment Suit.

We used design to reimagine a standard diagnostic tool, then put it somewhere people would see it - on the beach. It’s the first-ever wearable early detection tool serving up essential education about the ABC’s of skin cancer right where the summer vibes are vibing.

Greenfield Natural Meat Co. is the first carbon neutral meat company in North America.

To launch the brand in the US and announce our news, we sent Eric Wareheim to the top of a mountain to announce that meat eaters no longer have to choose between their love of bacon and their love of nature.

Vodka lemonade and summer go hand-in-hand. So in the dead of winter, we wanted to remind people they can get a taste of summer anytime.

The Loyal 9 Hotline is a real toll-free number that brings the heat all winter long. Get a taste of summer. For your ears.

For hundreds of years the diet industry has been selling us on ways of eating that are focused on “bettering” ourselves. But our food choices don’t just affect us, they affect our planet too. So we created the first diet important enough to do and delicious enough to actually stick to. Because at the end of the day, what good is a beach bod without a beach to go too?

We placed The Low Carb(on) diet where people were scrolling food trends and recipes, hitting the gym and grocery shopping. We then directed them to our hubs for all the tips, tricks and recipes they needed to try it for themselves.

We also released cheeky recipes and reminders throughout the year –like “The Healthiest Sandwich for the World” and “The BaeCon Basket” – to remind people that eating for the planet can be delicious.

Became the #1 antibiotic-free bacon in the US
366 million impressions
175 million completed views
661 thousand clicks to our diet hub

After a five-year silence, Classico needed to reintroduce itself to a new generation of millennial families. The kind of people who want to cook from scratch but don’t always have time to cook from scratch.

We needed to shift perceptions from “just another jarred sauce” to a shortcut to homemade that doesn’t mean cutting corners. So we showed people that with Classico, even when it’s not from scratch, you still made it.  Because without the right sauce, your favourite foods aren’t really your favourite foods and your ravioli, rigatoni, and fettuccine agree.

In 2023, so many things that used to be table stakes feel out of reach. Owning a house, having kids, or retiring one day,

Questrade knows exactly how so many of us are feeling. They also know that with the right investing partner, what’s possible is entirely up to you.

One Show
Shortlist, Music Craft: Music Adaption - Song

Greenfield Natural Meat Co. is America’s first carbon neutral meat company. So how do you raise awareness of our unique claim AND drive people to shelf? You didn’t position yourselve as a meat brand, you position yourselves as a green brand.

And what do you get for making green choices? Rebates.

The Bacon Rebate is the first green rebate for something on your grocery list. Because if you get a green rebate for driving electric or using energy efficient appliances, you deserve one for eating carbon neutral bacon, too.

TRIGGER WARNING

For countless victims of child sexual assault, the original abuse is just the beginning of a cycle of revictimization. They have had to live their traumatic and tragic reality for decades due to social media platforms and tech companies that allow images and films of their abuse to exist online.

“Unwanted followers” gives a small glimpse of what it is like to live as a victim of child sexual assault who is haunted by this kind of material being unregulated on the internet.

2022 Clio Awards Bronze, Film Craft: Music
2022 One Show Merit, Film Craft: Music
2022 London International Awards, Bronze, Music Adaptation
2022 Campaign US Brand Film Awards, Shortlist, Not-For-Profit
2022 AICP Awards, Shortlist, Editing
2022 Applied Arts Advertising Awards Winner, Pro-Bono Video – Single
2022 MAD STARS, Shortlist
2022 Caples Awards, Shortlist, Branded Content, TV & Video
2023 Atomic Awards, Shortlist

Loyal 9 is not a seltzer. But in a seltzer-crazed world, everyone assumes it is.

So we enlisted Ziwe to call out bubbles and put them in their place. Anywhere but in a can of Loyal 9.

“Uber for pooping is here, and we can never go back” - Mashable

Finding a bathroom on the streets of NYC without having to buy a muffin is nearly impossible. If we can get almost anything on-demand, why not the one thing we need wherever we go — a clean, comfortable bathroom.

Charmin solved this common on-the-go problem with the world’s first-ever-on-demand mobile bathroom service. With the click of a button, we delivered private bathrooms to people where they needed them most – the streets of NYC – resulting in the best performing social campaign in the history of the brand.

3,000% increase in social impressions
1,2+ billion impressions in 48 hours
51 original media stories.

2018 EFFIES Finalist, Branded Utility
2018 REGGIES Silver, Local, Regional Market Campaign
2018 PRO-AWARD Gold, Best Vehicle Based Campaign
2018 PRO-AWARD Silver, Best Local Campaign
2017 EXPERIENCE DESIGN & TECH Bronze, Best Mobile Marketing Vehicle

Women make up nearly half of the NFL’s fanbase but have almost no representation when it comes to game commentary. As the official beauty sponsor of the NFL we decided it was time to take women off the sidelines and into the spotlight with the first-ever all-female football pregame show. A play that changed the game.

27 million total impressions
7 million unique Facebook views
421,000+ organic YouTube views

2018 CLIO Silver, Experiential 
2018 CLIO Bronze, Social Good
2017 CLIO Bronze, Branded Entertainment
2018 EX AWARD Best Sports Activation
2017 SHORTY Social Good
2018 PRO-AWARD Platinum, Best in Show
2018 PRO-AWARD Gold, Best Entertainment Sponsorship
2018 REGGIE Gold, Sponsorship and Licensed Property Campaign
2018 REGGIE Silver, Experiential Marketing Campaign

To celebrate 75 years of people bringing M&M's into their homes, we we tapped into reality TV culture and flipped the script – inviting people to get an exclusive peak inside the homes of the M&M's Spokescandies.

We turned a NYC warehouse into the characters apartment building - bringing to life their iconic personalities in their own IRL spaces, sparing no detail.

Via live experience and VR app, people could finally see how these characters live their lives when the cameras aren't rolling.

2016 EVENT MARKETER Gold, Best Digital + Live Campaign
2017 REGGIE Gold, Experiential Marketing Campaign (budget over $1M)
2017 PRO-AWARD Silver, Best Brand Awareness Campaign
2017 PRO-AWARD Silver, Best Use of Social/Viral Marketing

When Meghan and Harry broke the internet by announcing their departure from The House of Windsor in January 2020, Canada dominated the relocation conversation. So Canadian whisky brand J.P. Wiser’s decided to invite them to live somewhere they would feel right at home. Ish.

5M organic impressions in 48 hours

When wearing a mask became mandated in Toronto in July 2020, forgetting your mask was soon to become the new forgetting your keys.

The RioCan Mask Wall was an innovative local solution to a global problem. The interactive installation was made up of individually packaged and sterilized surgical masks, free for the taking. Every mask taken helped transform our message from one about protecting yourself, to one about working together to protect our community.

1.1 million views on TikTok
185+ likes
385k+ live impressions

2021 APPLIED ARTS Winner, Pro Bono Advertising Single

To launch Mill St. Organic on a national scale we wanted Canadians to know that a flavourful, better-for-you beer choice does exist.

We Make it Organic when we brew it so you can make any beer occasion organic, too.

To launch Pampers new line of premium care diapers, we teamed up with Walmart to surprise unsuspecting Mom’s and change their perception of premium baby care.