Magazine Ready Food Photography
A study in warmth and deliberate styling. This project focused on making simple subjects earn their close-up through lighting and composition.
Speed Dating Meets Slow Pours
This campaign aimed to increase brand awareness for Lavanda Cafe by launching a series of speed dating events. By targeting "Chronically Online Olivia"—young influencers who experience FOMO—we reached business professionals in the area through word-of-mouth and social media.
Key Strategies:
- Action: Hosting ticketed evening events with a 20-person cap to ensure an intimate mingle environment.
- Communication: A heavy reliance on TikTok and Instagram Reels to trigger the follower bases of local influencers.
Watch of Legend
This series focuses on the intersection of human endurance and precision timing. By highlighting historical figures like Mercedes Gleitze and Steve McQueen, the copy emphasizes that a Rolex is a witness to the moments where a person becomes a legend.
The Creative Approach
The copy utilizes a rhythmic, narrative-driven style that mirrors the "constant" movement of a watch. Each ad follows a specific thematic arc: the challenge, the grit required to overcome it, and the lasting legacy left behind.
The Next Logical Step
When Cadillac announced its entry into Formula 1, the challenge was to position a 124-year-old heritage brand as a modern engineering powerhouse. This campaign focuses on "American Confidence"—a refusal to stagnate and a drive to reach levels of competition that haven't seen an American team in decades.
The Copy Strategy
The copy bridges the gap between historical proof points and future-facing technology. By framing the F1 entry as the "next logical step," we position the brand's evolution as inevitable rather than surprising.
- Concept: Heritage meets the ultimate arena.
- Tone: Confident, precise, and historical.
- Goal: Validate Cadillac’s position on the 2026 grid through innovation.
HOTWIRE Profile
This feature profile explores the human element behind the HOTWIRE initiative. By leading with a high-definition video component, the project captures the immediate energy of the subject before providing the deep-dive narrative analysis below.
Project Highlights
- Cinematic Storytelling: A fusion of traditional profile writing and digital film.
- On-Site Production: Captured in Winnipeg to highlight local grassroots innovation.
Lessons In Lighting
This series, titled "Soft Skills," is a study in high-contrast studio lighting and human expression. By utilizing dramatic shadows and tight framing, these portraits aim to capture the personality and "unspoken" traits of the subject.
Technical Direction
The shoot utilized a single-point lighting setup to create deep blacks and sharp highlights. This editorial approach emphasizes texture—from the subject's hair to the intricate embroidery on the Western-style shirt—creating a rugged yet polished aesthetic.