Creative
My work tends to exist at the intersection of content and creative, though on occasion the pendulum swings well into the latter category. From headline-based work to scriptwriting to video direction, I regularly lead the creative execution of marketing projects.
Ryerson Reputation Campaign
Each year, Ryerson launches an integrated marketing campaign to further enhance the university’s reputation. The 2019 edition is noteworthy for the fact that it was the first time the school expanded its reach to a national audience.
The various creative executions — which spanned from video and display to print and outdoor — revolve around a pivot in which an ominous future is deployed only to be replaced by a more positive outcome advanced by Ryerson research.
Scope of work: Creative Director, Copywriter
Admissions Handbook
Students are inundated with marketing materials when choosing a university, so the key for this publication was to make an immediate impression with the cover and intro pages. In place of a narrow focus on academics, both the headline and photo gesture to the tremendous opportunities that await students as they embark on their postsecondary degrees.
Scope of work: Copywriter
Career & Co-op Centre
Ryerson has a great reputation as an innovator, so when it comes to securing co-op partnerships, it’s important to distinguish the university’s highly entrepreneurial students from their counterparts elsewhere. The client asked for a campaign with attitude that would stand out from the highly corporate offerings of competitor schools, so we delivered a series of ads touting the next generation of creative leaders.
Scope of work: Copywriter
Virtual Convocation Videos
How do you foster the communal sense of achievement that graduating students deserve to feel in the midst of a global pandemic? Leverage social media to unite the class of 2020 around a common celebratory goal.
Two videos were created to reunite students who had spent several months apart, creating a feeling of joy and accomplishment in a time of uncertainty. More than 40 video clips were submitted by students to help create the student celebration video, which used upbeat images, language and sounds to help audiences take a break from the stress of the pandemic.
Scope of work: Copywriter, Social Strategy
