When you make it meaningful, you make it memorable.
Whether it's writing, crafting, creating or directing any kind of content, I have always felt the most powerful and enduring work is the kind that moves people in a meaningful way. To demonstrate the power of emotional storytelling, I recently created 3 short films - watch the attached reel to enjoy a short film festival based on emotion.
WALESCREATES houses some of my most current creations as well as highlighting a few of my favourite campaigns from over the years. It’s a body of work that spans advertising, branded entertainment and original content.
Come inside and enjoy the works.
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Creating Canada's most beloved brand. And beyond.
I am honoured that many of the campaigns I have contributed to creatively have received recognition not only within the ad industry but the world beyond.
During the time of my creative oversight, Tim Hortons was named Brand of the Decade (2000 - 2010) by Strategy Magazine with the Tims brand advertising being cited as a major contributing factor to this accolade. One of our Tim Hortons True Story commercials was even celebrated by the Toronto International Film Festival as an essential work of Canadian Cinema. Beyond the Tims brand, I have had one of my commercials featured on a British TV series called Britain's Funniest Adverts while another received a Silver Lion from the prestigious Cannes International Advertising Festival.
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From Copywriter to Creative Director, to Writer | Director and Captivating Content Creator.
Rising through the ranks of many of Canada's top ad agencies, my career has been incredibly extensive as well as rewarding. Whether it has been as an advertising copywriter or as a creator of original content, creativity has always been at the core of what I do.
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Human Beings need some sort of diversion every single day.
Whether it's reading an ebook, listening to music, a podcast, or even enjoying some branded content, we all need to disconnect and engage with something that will amuse, intrigue or entertain our brains. I created the Diversion Division to house all my original content designed to be a pleasurable diversion - the inspiration for the name came from the French word for Entertainment which is Divertissement.
To date, I have created a branded short story ebook series, as well as a pilot for an original branded series. Coming soon to this section will even be some of my original musical compositions housed on Soundcloud.
Always Amsterdam | Cordially Copenhagen | Sincerely Stockholm
I developed and collaborated with two of my daughters writing this travel romance short story series. These ebooks currently reside on Wattpad, and are designed to appeal to Gen Zed. The storylines naturally integrate an international travel and accomodation brand while letting readers follow modern-day heroines and discover amazing European cities. Check out the ebooks here!
Pilot Episode: That Friend
I wrote and developed this web series specifically for the ever elusive Gen Zed demographic. This pilot episode is designed to demonstrate how a fashion brand can be naturally integrated into an original web series.
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