Dale Bochon (copywriter) and I created digital ads to communicate to customers that UFA offers more than they'd expect. We wanted to show a breadth of the products we carry. From this campaign, we saw foot traffic to 5 targeted locations go up to 40,000+ people directly from this campaign. From a $50k spend in advertising, the results pulled in $702.2k in revenue. We saw 9.2M impressions, and an additional 40,000+ new visits to our online store. We decided to move forward with 2 ideas and A/B test them both to get some insight into what our audience responds to best.

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, 10/10 signifying something perfect. So, we wanted to tell people that this Rotella T4 sale is beyond worth it - it's a perfect 10. I got to work alongside Dale Bochon (copywriter) under our manager, Rod Honig, to bring this idea to life.

Farmer's Day is a celebration to the hard work farmers put into their day to day, every day. In rain, snow, blistering heat, in good days and bad, this is the one day we get to pay homage to them. They're mechanics, parents, guardians, welders, meteorologists, volunteers, and so much more. We wanted to honour them by not only having our main message giving a tip of the hat to acknowledge all the hats they wear, but creating a limited edition hat to give away on Farmer's Day. I was the designer for this campaign and was incredibly honoured to win a Merit at the Best of CAMA 2024 for email marketing. In this email, we let members know that if you came to your local UFA, you can trade in an old hat for a dandy new one we made just for them! We got a 49% open rate, 12% click rate, and from this email, got over 3,200 contest entries (a 104% increase YoY). I got to design the entirety of this campaign, and worked with the talented Dale Bochon (copywriter). We saw an increase in contest entries up 71% YoY, social engagement 53x higher YoY, gave away over 4,000 limited edition hats, and all of the pins and stickers (over 12,000 printed).

Within WS was an internal team of employees called the Future Leaders. I lead the creative within this group as we were tasked to give Ag In the Classroom Saskatchewan (AITC-S) and AITC-Canada new branding. AITC-S requested a logo and visual ID to associate to their Acres for Education campaign. Through research, collaboration, and creative thinking, we achieved the perfect visual fusion of education and agriculture.

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. Whether you're working in the fields, on the roads, or in the office, these professionals deserve recognition. 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!

Combining the skills of the creative and content team, our task was to come up with WS’s year end message. The goal was to show that WS cares deeply about agriculture, as that’s the agency’s focus. Within our brainstorming meeting, we had an idea to create a children's book; to showcase how important agricultural education is. We wanted the amazing world of agriculture to be shared with the next generation, to have a teaching opportunity and teach children about where their food comes from, in a fun and engaging way! While Daryna Putintseva, copywriter, spent her time writing, I found an illustrator and we got to work! I art directed All The Farmers You Will Know, which was a great moment for my career. I got the opportunity to design the layout, art direct the illustrations, hand select the fonts, and building it all to come together. It was quite the journey to get this book published, and myself and the rest of the team are so proud.

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, as our writer, and Maggie Ostler as our voice talent.

The Calgary Marketing Association was a client of WS, and while working there, I had the opportunity to work on this account. The main goal of this campaign was to drive more sign-ups to be a part of their association — quite literally marketing to marketers. Which is exactly what we did. 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.