If you haven't heard of One Minute Briefs, let me explain. They're an exercise for all creatives in the industry—to receive a brief with a challenge, and come up with as many ideas for a solution in one minute. The solution should be minimal words (think billboards), and a clear and quick solution. It's a great workout for your creative muscles, and two years post graduation, I went back to the OMB's I had created while at Humber College, and worked with them using my experience as an art director. On this page are some of my favourite ideas, imagined and executed into digital ads.

This project came to life through conceptualizing a thesis/capstone project to complete my degree. With a team of myself, Fionnah McKechnie, art director, and Molly Beveridge, art director, on this project, we decided to focus on one of many social issues within Canada. Simply put, we wanted to design a purpose-driven company to leave our mark at Humber. Introducing GRUB, the boxed food service that is derived from the (perfectly good) food that would’ve been otherwise thrown out from local grocery stores. We wanted to focus on targeting these boxes toward people that live in situations such as low-income housing, welfare based homes, homeless shelters, and soup kitchens, essentially anywhere there are people who are in need of this kind of help. So please, indulge me and scroll through all the details and research we included in our final project for the BoCA program, all laid out below.

With a two person team of myself, Fionnah McKechnie, art director, and Connor Clarke, art director, we decided to create a 7-pack of Molson Canadian. Why? To represent all seven continents in the world. This idea came from our insight: as soon as you move to Canada, you're Canadian. Adding one more beer to the pack also represents the "what's one more?" mindset of bringing in new Canadians. So, with an easy change of their tagline, "I am Canadian" to "We are all Canadian", we show Molson's stance on what it really means to be Canadian.

After the legalization of cannabis in 2018, our client, Daniel Bear, a professor in Humber College’s Faculty of Social and Community Services, identified a gap in cannabis education. With a full team, Fionnah McKechnie, art director, Amanda Nascimento, copywriter, Virginia Weese, designer, and Seumas Slingerland, copywriter, we discovered that there are many myths and stigmas associated with cannabis use. With this information, we decided to focus on providing Canadian cannabis users with fact-based, stigma-free information that encourages them to weed out misinformation and make more informed decisions when it comes to their cannabis consumption. Our initial campaign (below) was a class project that was selected by the client as the 1st place winner. Since then, it has been redeveloped for further studies to be developed for its Canada-wide launch.

Whether or not you want to admit it, Crocs are comfortable. And in THE year known for uncertainty and angst, comfort was more desired than ever. By creating a unique multi-sensory experience, this campaign aimed to bring comfort and joy to the lives of Gen-Z while they were stuck indoors. Our 60's and 70's inspired design is meant to bring along the care-free mentality and feel of those eras. The team, Connor Clarke, art director, Seumas Slingerland, copywriter, and myself, Fionnah McKechnie, art director, wanted these feelings to be incorporated into the project, as we recognized our target is feeling anything but peace in 2020.

A brand that's grabbed the attention of many Gen Z's, Duolingo is doing an exceptional job at reaching their target. The ask was to encourage a better way for 16 - 24 year olds to stay on the app daily. The team, Ella Sabourin, strategist, Seumas Slingerland, copywriter, Caeleb Quinn, account manager, and myself, Fionnah McKechnie, art director, all came up with an interactive way to weave language learning into their daily routine; introducing, Duos!