As a way to let people know a UFA buildings sale was just around the corner, we started off this promo with some teaser content for people to get an email that the sale had started. Peter Lagosky (copywriter) and I created some display ads, social posts and a landing page (UFA.com/build-now) to spread awareness.

For the first time in my career, I was able to bring a headline to life in this financing campaign. My coworker, Michelle Kuypers (art director), put the visuals together with my headline, breathing new life into this offer.

Shell Rotella had an exclusive sale with UFA, and what better way to tell customers that they're getting the best deal possible than signifying something perfect. The number 10 is often used as the standard for perfection and we wanted to tell people that this sale is beyond worth it - it's a perfect 10. I got to work alongside Dale Bochon (copywriter) under our manager, Rod Honig (creative director), to bring this idea to life.

Farmer’s Day is a UFA initiative celebrating the farmers and ranchers who wear many hats to keep their operations running. As Art Director, I helped bring this idea to life through a campaign centered around a limited-edition hat giveaway—inviting members to trade in an old hat for a new one. The campaign earned a Merit at Best of CAMA 2024 (Email Marketing). The email achieved a 49% open rate, 12% click rate, and drove 3,200+ contest entries (+104% YoY). Overall, the campaign saw 71% YoY growth in entries, 53x higher social engagement, and distributed 4,000+ hats and 12,000+ pins and stickers.

Allies for Agriculture is a program launched by UPL with the purpose of celebrating the hard work and commitment of food providers across the agriculture industry. Allies for Agriculture allowed nominations to come in with several winners lined up. The winners received a $1000 donation to a local food related charity of their choice, donated on behalf of UPL, and a gift card to show some personal appreciation. Although I didn't get a chance to personally work on the executions for this campaign, I was happy to art direct the case study video to showcase the amazing work that went into this feel good campaign—you can watch here!

In 2022, WS created a complete campaign for Alberta Beef Producers (ABP). This campaign was created by Maggie Ostler (creative director) Tyler Vanson (studio artist) and Cheyenne Baptiste (copywriter). Although I didn't get to work on the executions of this campaign, I was happy to art direct the case study video, with Ty Vanson as our animator, Daryna Putintseva, (copywriter), and Maggie Ostler as our voice talent.

I had the opportunity to work on with The Calgary Marketing Association. The main goal of this campaign was to drive more sign-ups to be a part of their association—quite literally marketing to marketers. I had the opportunity to conceptualize this campaign. Alongside me was Maggie Ostler (creative director) and Ryan Kenny (copywriter). I had the interesting and exciting task of hand drawing these ads. We brainstormed how we as marketers would want to be targeted, and our personal and unique position as our perspective for this campaign.

Canadian Outstanding Young Farmers (COYF) was a client of WS that I had the pleasure of creating a new campaign for. The team included myself, (Fionnah McKechnie, art director) alongside Maggie Ostler (creative director) and Cheyenne Baptiste (copywriter). The insight within this campaign was recognizing that farmers don't consider their work to be anything special. We wanted to flip that narrative, which was the spark of genius that lead to this work. By putting our heads together, we were able to come up with copy that, when riskily printed upside down, would force the reader to see how farmers are truly extraordinary. After the campaign ran, I had the opportunity to also art direct the case study video, which you can watch on this page. Just over a year after releasing this ‘Flip the Narrative’ campaign, it won the Best of CAMA 2023 in Product or Service Video category.