Role:

Creative Lead (Copy, Strategy, Production)

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Insight:
Markham is a suburb tired of living in Toronto’s shadow. To win them over, we stopped selling beer and started validating their identity.

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Idea: 
“If you know, you know.” A hyper-local Polygraph Test, social film, and microsite turned inside jokes into a pint-worthy reward, making locals feel like insiders.

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Execution:

• Developed the "That’s So Markham" brand voice and campaign messaging.

• Wrote, produced, and acted in the lead social brand film.

• Crafted the hyper-specific quiz content for the digital microsite.

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Impact:

• Best in Show (Social Media) at the Global Crushie Awards.

• Featured in Strategy Magazine and YorkRegion.com.

• Transformed the taproom into a community landmark.