Secretaries Holiday 22’
This was my first time producing a campaign for Secretaries, a project I also co-wrote and managed.
The brand is all about bringing people together, and we drew inspiration from the original Secretaries nightclub in our hometown, Halifax, Nova Scotia.
It remains one of my favourite projects. The concept was intentionally simple, but I brought on a CGI freelancer to elevate the visuals and give it that polished and professional look. Finding the balance between clean execution with the playful energy was key so I was lucky to work with an incredible team who nailed the tone: fun, a little over the top, and setting the tone for what a Secretaries campaign should be.
Chainstitch Hats
Parker, who designed the hats, wanted this campaign to reflect the story behind the hats development- standing out from a crowd and being instantly recognizable. I then started brainstorming numerous ways to make this idea come to life, eventually deciding on this biking shot, using inspiration from “The Cycling Reporter” section of the Wes Anderson film "The French Dispatch". This allowed us to get the idea across to our customers and I organized a lot of cameos from the Secretaries community and I ended up being the biker in the shot!It was a pain to get the same framing, but I was able to rent a chest mount and ended up happy with the result.
Sue Me!
When I produced this video, the goal was to match the silly nature of the hoodie and lean into the idea of a lawsuit. After some research, we found the “day in the life” style videos made for the most effective format. However, we decided to do more of a parody and flip the concept into a mockumentary, taking inspiration from shows like The Office. FW24’
Inspired by the life of an an intern, Secretaries FW24 collection was titled ‘Coffee Run’ and depicts day to day activities of an intern, from office days spent to nights on the town participating in the local scene. To express these ideas in the campaign, I decided to shoot at Imperial Pub, a historic bar in Toronto with an iconic, jazz inspired interior. This bar is within our university campus, so it felt authentic. The studio photos were shot at Adidem Asterisks, where a few of my friends interned at in 2022. Video
For the video, we leaned into the idea of “The Coffee Run” where I co-wrote and acted in it myself. Our main inspiration visually was Inspired by the Devil Wears Prada when Anne Hathaway is often seen hustling around town on various errands at the whim of her boss. Below you can see the results of the video and the shoots at Imperial Pub and the Adidem Office, both of which I produced.
Secretaries Smoke Pit
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Secretaries Smoke Pit *
The idea for this campaign is to represent a club smoke pit as a social oasis where guards are lowered and relationships are formed. Strangers bond over shared darts or lights, swapping stories while taking a brief respite from the dancefloor.
This one-take campaign will illustrate this phenomenon, as our star (me) moves through a crowded smoke pit in search of a familiar face for a light, only to form a new friendship on his journey. The crowd will be full of Toronto nightlife staples, from DJs to hosts to partygoers represented in our photo shoot below in a club alleyway.
Margin is a growing contemporary care company focused on skincare and wellness products. I joined as an intern during university and quickly grew into a permanent role supporting the founder. Being part of a small, agile team gave me hands-on experience across multiple areas of the business, from creative production to operations.
My role includes:
Budgeting and producing content from concept to delivery
Managing production timelines and schedules
Sourcing materials and negotiating costs
Seeding product to influencers and partners
Supporting brand strategy and campaign planning
Assisting with packaging, logistics, and vendor coordination
Working directly with the founder on high-priority initiatives
This experience gave me a strong foundation in brand building, project management, and creative execution- below are some of my favourite projects I produced and creative directed.
