You've only got a few seconds to catch someone's attention with a billboard. Too often people make the mistake of cramming them full of stuff that nobody has time to read. In this recent fitness club billboard campaign, I designed action packed one-word visuals. The giant action word paired with a dynamic image grabs focus as well as states what the ethos of the ad is about at the same time. They are also easily recognizable as a series.

On the production side, the challenge for a campaign is usually the image. With only a day or two to produce, photoshoots are rare, which means using stock photography and doing something unique with it. You may find one cool image, but it never works out that you find all four that will work together. To match images into a campaign some heavy photoshopping is required. Adding pieces of hands and limbs, styling hair...things like that. In this particular case, only two out of the four were high contrast b/w images, so the others had to be modified. I finished up the look by throwing some texture on the type, and a watercoloury background.

Doing design for objects other than the norm is usually fun challenge. Promotional products come in all shapes and sizes, and if you are slapping on more than just your logo there can be a lot of experiential things to consider. And don't forget that pesky technical requirements often work their way into the mix too.
In designing an "inspired conferencing mug" as a conference show giveaway I looked at a few different ways to make it an effective promotion. The slogan and doodles on a black mug, are carried over from an advertising campaign, so the overall branding is sound, and plays on the idea of a great conferencing venue inspiring great ideas. The interesting aspect is that while sitting at a meeting or conference with this mug, not only it is an advertisment and an object that will keep a viewer repeatedly engaged, but it may actually be inspirational on its own...leading to all sorts of doodles and brainstorming. Much more effective than just a plain mug with a logo.

I had the opportunity to have some fun and refresh the Copper Skillet guide for the 2011 competition. The Copper Skillet Competition is a yearly event held to determine who is the top conference chef, in Canada and the world. The Iron Chef type cook-off pits six chefs against each other, with half an hour to pull off a meal in a a high-pressure situation in front of a live crowd.

Physically, I wanted to change up the format from a standard brochure, to something more suited to the event. The new single fold tall style brochure, is reminiscent of a common menu shape, hinting at the culinary aspect of the competition. Printed on silk paper, the luxurious tactile quality is fitting for an event showcasing some of the world's top chefs. From a graphic standpoint, the brochure needed more flair and excitement. Focusing on the magical artistry aspect of a cook-off, I created a key main image, as well as some flourishes to give it a modern edge.

Despite working in advertising, I tend to have a low tolerance for it. I can't really stand listening to the radio and almost always just completely tune-out during tv commercials. A few recent campaigns have been managing to bypass my security and dig their way into my likable list though. I can't seem to decide which I like better, the Old Spice "smell your man" tv commercials by Weiden + Kennedy, or the Ally banking commercial series featuring children being ripped off, by Bartle Bogle Hegarty Ltd.

The Old Spice commercials are just completely zany and unexpected, which works perfectly with the rapid delivery lines. Basically, a man's man guy is demonstrating to ladies that by getting their men to use Old Spice, their hopeless men will suddenly become like him. His romance novel qualities include having tickets for that special boring event, diamonds everywhere and yachting. Oh, and he's on a horse.


The Ally bank feature a series of children getting angry at being ripped off and tricked by the evil other banks, of which Ally is not. The best one is a kid playing getting to play with a toy truck for a few seconds, before it's taken away and replaced with a crappy cardboard version. All because he didn't read the fine print. The look on this kid's face is priceless.

Along with the holiday season comes a handful of temporary changes. Most importantly, Christmas specials hit the air, and everyone tries their best to get in all of their personal favourites without scheduling conflicts. A few on my classic list include Garfield Christmas, Muppet Family Christmas, Charlie Brown and the Grinch. None of which were actually produced in the last 20 years, but all still going strong, and each special in its own special way.
Christmas is also the biggest shopping time of the year. Which means all of the best advertising, the biggest window display and POP budgets, and the slickest packaging, all come out to play. None of which sells me on anything, and makes me feel like I have to buy a product to complete my Christmas, but thanks anyways for elevating the level of cool promo stuff once a year. Businesses even fall in as well, slaving to get off the cleverest Christmas cards and thank-you gifts for the holiday season. Here is one of favourite holiday things I've done, breaking it out in MJ's honour