Campaigns Built on Insight, Innovation, and Real Impact

These case studies showcase work built to solve real business problems through rigorous strategy, deep research, and deliberate innovation. Each campaign reflects a clear point of view, informed by insight and executed with precision to drive measurable impact. From personalization at scale and interactive experiences to culturally grounded storytelling and advanced digital execution, this body of work represents the depth and range of thinking that has shaped how I approach strategy today.

CASE STUDY -  Real Canadian SuperStore

Dynamic Content Optimization - Driving Personalization and Relevance at Scale

The Challenge
In a highly competitive grocery landscape, Real Canadian Superstore needed to defend relevance and differentiation as choice expanded and loyalty became harder to earn. While Shop Like a Mother created emotional connection, the business challenge was translating that equity into clear, benefit-driven reasons to choose Superstore across different shopper motivations and moments.

Strategic Insight
Shoppers define value differently depending on context. A single message could not effectively communicate quality, convenience, value, and rewards simultaneously without losing relevance.

The Strategy
Create a personalization framework where strategic clarity guided creative variation. The objective was not more content, but more meaningful content, delivered with precision and consistency at scale.

Execution

• Built a strategic messaging matrix mapping shopper segments to distinct value drivers

• Designed creative modularity that allowed benefit-led storytelling without fragmenting the brand

• Leveraged Google Director Mix and intent-based targeting to dynamically assemble personalized video ads

• Ensured strategy dictated technology, not the reverse

Impact
The campaign delivered stronger relevance, improved performance, and reinforced Superstore’s value proposition. It demonstrated how personalization, when rooted in strategy, can drive both brand affinity and commercial results.

CASE STUDY - Lay's Show Your Emotions

Using Technology to Turn Emotion into Connection

The Challenge

In a highly competitive snack category, Lay’s needed to break through functional sameness and build a deeper emotional connection with experience-driven millennials. At the same time, the brand saw an opportunity to tap into Canada’s deep passion for hockey, a cultural space defined by shared emotion and ritual.

Strategic Insight

Hockey fandom is emotional, expressive, and communal. Fans don’t want to be spoken to, they want to participate. The strongest brand connection would come from enabling self-expression, not delivering one-way messaging.

The Strategy

Use technology not as a novelty, but as a facilitator of emotional exchange, creating a two-way experience that allowed fans to see themselves reflected in the brand and directly connected to NHL personalities.

Execution

• Applied facial recognition technology to capture fans’ emotional reactions in real time

• Triggered personalized video responses from NHL players, creating immediacy and intimacy

• Extended the experience across TV, packaging, social, and in-store environments

• Unified all touchpoints under a single emotional idea to ensure consistency and scale

Impact

The campaign drove strong engagement and cultural relevance, positioning Lay’s as a brand that understands emotion as an experience, not just a message, and reinforcing its role within hockey culture.

CASE STUDY - Mitsubishi Motors

Transforming a Challenger Brand Through Digital Strategy

The Challenge

As a challenger brand in Canada’s highly competitive automotive market, Mitsubishi Motors faced low brand awareness and weak consideration, directly limiting sales growth. The core challenge was not product, but relevance, Mitsubishi needed to meaningfully insert itself into consumer consideration in a crowded, choice-heavy category.

Strategic Insight

The car-buying journey had become digital-first, fragmented, and non-linear. Consumers were researching across multiple touchpoints long before stepping into a dealership. Winning required consistent relevance across micro-moments, not dependence on traditional retail environments.

The Strategy

Build a consumer-centric digital ecosystem that unified messaging across OEM, regional, and dealer levels. The goal was to create strategic alignment and clarity while enabling personalization at scale.

Execution

• Developed a communication mapping framework that defined the role of content across the full purchase journey

• Introduced dynamic content optimization to tailor messaging based on intent, behavior, and context

• Established structured content pillars to guide social and digital storytelling with consistency

• Implemented signal-based retargeting to deliver sequenced messaging aligned to consumer readiness

Impact

The strategy created a cohesive, relevant customer journey, strengthened consideration, and contributed to Mitsubishi Motors Canada’s strongest sales years. It demonstrated how integrated digital strategy can transform a challenger brand into a competitive force.

CASE STUDY - Doritos Drop

Rebuilding Scarcity Through Cultural Strategy

The Challenge

Doritos Ketchup had lost the scarcity that once made it culturally coveted. As availability increased, demand softened and the product’s sense of exclusivity eroded. The challenge was to restore desirability without relying on artificial supply constraints or short-term promotional tactics.

Strategic Insight

Scarcity isn’t created by limitation alone. It’s driven by culture, credibility, and anticipation. Streetwear culture offered a proven model for how exclusivity is built through timing, community, and ritualized release.

The Strategy

Reframe the annual Doritos Ketchup launch as a streetwear-style drop, adopting the behaviors, language, and cadence of fashion culture to reintroduce anticipation and cultural relevance.

Execution

• Developed an authentic lookbook featuring real creators and influencers to establish credibility within streetwear culture

• Released branded merchandise through weekly drops to build momentum and sustained anticipation

• Created a digital-first launch environment that mirrored how streetwear brands release limited collections

• Used social platforms to amplify urgency, conversation, and cultural relevance rather than traditional promotion

Impact

The campaign successfully reignited demand, increased sales, and restored Doritos Ketchup’s cultural cachet. It demonstrated how borrowing from adjacent cultures, when done authentically, can drive both relevance and commercial performance.

CASE STUDY - Claim Your Cali

Turning Perception Change into Participation

The Challenge

SKYY Vodka needed to reassert its California roots among Canadian millennials, many of whom incorrectly perceived the brand as European. This misattribution weakened SKYY’s aspirational positioning and limited its ability to differentiate in a highly competitive spirits category. The challenge was to correct perception while driving awareness and sales with a younger, experience-driven audience.

Strategic Insight

Perception doesn’t shift through messaging alone. It changes when consumers actively participate in a brand story. Ownership, even symbolic, creates emotional investment and belief.

The Strategy

Transform brand education into a participatory experience by giving consumers a tangible stake in California, making the brand’s origin personal, memorable, and inherently shareable.

Execution

• Offered consumers ownership of a real 1 ft. × 1 ft. plot of California land with purchase

• Delivered personalized digital deeds with names and GPS coordinates to reinforce authenticity

• Built a digital platform that made the experience feel official, not promotional

• Leveraged social sharing to extend reach and spark organic conversation

• Supported the activation with content reinforcing California as a lifestyle and aspiration

Impact

The campaign successfully corrected brand misperception, drove meaningful engagement, and resulted in a 15% increase in sales, proving that participation can be more powerful than persuasion.

CASE STUDY - Visa Paywave Fastest Face-Off

"Netflixing Content" to allow binging of our content.

The Challenge

Visa Canada needed to reinforce the speed and everyday utility of payWave among mobile-first, on-the-go consumers. The challenge was to move beyond functional awareness and make speed feel intuitive, relevant, and memorable.

Strategic Insight

Speed is best understood experientially, not explained. Equally important, content distribution must align with how audiences actually consume media, not how brands traditionally release it.

The Strategy

Create entertaining, speed-driven content tied to hockey culture and distribute it in a bingeable format that matched modern viewing behavior.

Execution

• Partnered with NHL and NHLPA to create speed-based challenges featuring players

• Framed payWave usage within fast-paced, playful competitions

• Released all video content simultaneously to encourage binging rather than drip-feeding

• Reinforced key moments with short-form highlight assets

• Leveraged NHL social and digital channels to maximize reach and relevance

Impact

Visa payWave transactions tripled year over year, awareness increased, and the brand strengthened its association with speed, convenience, and everyday utility.

CASE STUDY - Paralympic Network

Turning Audiences into Broadcasters

The Challenge

The Canadian Paralympic Committee needed to dramatically increase viewership and engagement for the PyeongChang 2018 Paralympic Winter Games, beyond the limits of traditional broadcast reach and awareness.

Strategic Insight

Audiences could become powerful distribution channels if given the ability to participate meaningfully. Data could also reframe Paralympians not as inspirational stories, but as elite athletes.

The Strategy

Shift from broadcasting to audiences to enabling audiences to broadcast on behalf of the Games, turning personal networks into live distribution engines.

Execution

• Built a digital platform allowing users to select events and livestream them directly to their own social feeds

• Enabled real-time viewing through Facebook and Twitter, expanding reach organically

• Used data-driven storytelling to position Paralympians as exceptional performers

• Combined participation with performance-focused narrative to elevate perception

Impact

The campaign generated an 11,464% increase in viewership, produced more coverage than the host nation, and redefined how community-powered storytelling can scale major sporting events.