Radio
Of all advertising mediums, radio has a special place in my heart. Crafting something within a 30-second box (Sorry, client, we can't fit more messages in!). Building a rich and evocative world with just sound effects and dialogue. Collaborating with voice actors in the studio and revelling in their off-the-cuff brilliance. Every part of the process is a damn delight. (As someone who’s too often obsessed with outcomes, this is a big deal.)
Canadian Blood Services
CBS wanted to record a bunch to have at the ready, for whenever they would need a push for blood donors. It was a fun exploration in the different ways I could go about it. I wrote seven; they went with five; here are three. The first spot, "Oh", is my personal favourite of the ones we recorded. It's simple and clever—which is hard to achieve, so I will be proud of it in the moments that I have.
Esso
“Esso” and “funny” aren’t often mentioned in the same sentence. Thankfully, when it came to radio, they were pretty game to be silly—which, admittedly, would drift into “Be careful what you wish for” territory when things got tricky. Balancing the desire for an effective and memorable concept with the need for concise messaging and squeezing in 10-15 seconds of Ts&Cs and legalese without compromising the more fun and engaging elements, or losing the listener’s attention, is no joke. Which makes it all the more satisfying when everything lands.