My work speaks for itself.Take a look at a selection of my recent projects, crafted with care and designed to make an impact. Each one tells a story of creativity, collaboration, and results.
Niagara Falls Tourism
“Turning Visits Into Stays”
A full-scale integrated marketing campaign concept designed to reposition Niagara Falls from a day trip into a stay-worthy destination for Gen Z.
Built on the insight that Gen Z often avoids overnight travel due to decision anxiety and unclear value, “Niagara On Your Level” simplifies travel through curated, ready-to-book itineraries. The “Reset or Rumble” platform allows travelers to align their trip with their energy, creating a more personalized and emotionally resonant experience.
The campaign was developed with a full-funnel media strategy across TikTok, YouTube, Instagram, Spotify, and OOH, with projections exceeding 66 million impressions.
This concept was selected as the winner for the capstone campaign.
The Clean Energy Movement — Kélo
A strategic PR and activation campaign concept focused on moving student perception from curiosity to trust.
Built on Gen Z’s reliance on peer influence and transparent communication, the campaign makes ingredient education more accessible while highlighting Kélo’s Indigenous partnerships and community-driven values. Through a mix of campus activations, social storytelling, and earned media, the brand becomes something more than a product. It becomes a shared experience.
At its core, this project explores how brand values can be felt, not just communicated.
From Clinical to Compassionate
A multi-channel marketing strategy concept focused on repositioning CAMH’s voice from clinical to compassionate for young adults.
Built on the understanding that many young people feel overwhelmed or disconnected from traditional mental health communication, the strategy translates complex information into something clearer and more human. Through social content, influencer partnerships, OOH, and experiential activations, the campaign works to reduce stigma, challenge misinformation, and build trust in spaces where people already look for reassurance.
The result is a balance between expertise and empathy, where support feels less distant and more real.
Cashew Refresher
“Squeeze the Sun”
A campaign concept that captures summer as a feeling.
Cashew Refresher blends the vibrance of Brazil with the simplicity of modern wellness, positioned as a vodka-based RTD that feels light, effortless, and alive. Built on market research and audience insight, the campaign brings together brand identity, digital strategy, and OOH activations to support a cohesive launch.
The result is a brand that invites people to slow down, feel something, and squeeze a little more out of summer.
“You’re the Main Character. Act Like It.”
An integrated campaign developed to reposition WestJet as a brand rooted in individuality and emotional connection.
Inspired by the concept of “main character energy,” this campaign reframes travel as a personal narrative where each journey becomes part of your story. The strategy combines audience insight, visual storytelling, and multi-channel media planning to create a cohesive and immersive brand experience.
From concept to execution, the work focuses on building a stronger emotional connection between the brand and its audience, positioning travel as something deeply personal rather than purely transactional.
“A Simpler Way to Stay”
A 10-week integrated media strategy concept designed to make home-swapping feel simple, safe, and worth trusting.
Focused on urban parents, the campaign uses clear messaging and familiar storytelling to remove uncertainty and reframe the experience as a more human way to travel. Through social, search, OOH, radio, and CTV, each touchpoint works together to guide audiences from curiosity to confidence.
The goal is not just awareness, but reassurance.