Selected Work
& Campaigns.

Tangerine
Bike For Free Day

For one day, we put Toronto's cars to bed. Oversized orange duvets tucked in vehicles across Green P lots, inviting commuters to ride free via Bike Share Toronto instead. Post-event, every duvet was upcycled and donated through Project Forward.

My Role: Account Executive at Grassroots. My first project at the agency. Sourced and rented the vehicles, set placement and timing across Green P lots, and worked the details end-to-end with the client.

Source: Strategy Online

Monday Girl
"Hide & Seek"

Canada's largest private members club for professional women wanted to reach its audience on foot. We wrapped Toronto's financial district in branded decals: spot one, message Monday Girl, claim a free gift.

My Role: Account Executive at Grassroots. Won Monday Girl as a new client, priced and sold placements, negotiated a reciprocal website backlink, and ran logistics across downtown corridors.

AGLC × Travel Alberta
"Raise a Glass to Alberta"

Provincial campaign championing ~250 Alberta producers and 10,000+ local products. Branded mechanical bull rides, sampling tents, and rodeo engagement zones built to feel unmistakably Albertan.

My Role: Account Executive at Grassroots. Ran experiential activations in Camrose and Edmonton under the "Support Alberta Made" and "Fuel Your Alberta Spirit(s)" banners.

Source: AGLC

Toronto Tech Week
Partner Activation

Canada's largest grassroots tech gathering: 15,000+ attendees, 315 events across 27 neighbourhoods, and programming from Shopify, Cohere, and Wealthsimple.

My Role: Account Executive at Grassroots. Priced, sold, and ran placement logistics for TTW decals across Toronto neighbourhoods.

Source: Toronto Tech Week

Elsa Hosk × UGG
"Iconic From the First Step"

UGG's A/W 2025 global campaign, directed by Gia Coppola and styled by Jorden Bickham. Cast: Sarah Jessica Parker, Stefon Diggs, Jeremy Scott, Rina Sawayama, Alton Mason, led by Elsa Hosk.

Told in three chapters, Iconic Design, Iconic Style, Iconic Feeling, running from Venice Beach to the Paris runway.

My Role: Account Executive at Grassroots. Led client negotiation and served as primary point of contact on the sale.

Source: Business Wire

KD
Frozen Launch

KD's first move into the frozen aisle. Ready-to-heat mac and cheese launched at Sobeys, FreshCo, and Safeway, positioned as the premium heat-and-eat choice.

My Role: Media Planner at dentsu.

Heinz Ketchup
"The Wait"

Built on a single insight: two-thirds of diners would rather wait for Heinz than eat without it. A global platform that ran across Canada, U.S., UK, Brazil, Chile, France, and UAE.

My Role: Media Planner at dentsu.

Lunchables
"Goodbye / Hello"

A comeback staged like a press conference. "Goodbye, Canada" set up the reveal, ending a 15-year absence with 10,000 free samples on the ground.

My Role: Media Planner at dentsu.

Tingly Ted's
Ed Sheeran × Kraft Heinz

A bland-busting hot sauce with Ed Sheeran, named after his childhood teddy bear. Tingly and Xtra Tingly flavours launched with an integrated campaign across TV, TikTok, Instagram, YouTube, and OOH.

My Role: Media Planner at dentsu.

Kraft Peanut Butter
"Welcome Home Jars"

A welcome mat for newcomers to Canada. Labels in five languages, interactive airport billboards, and partnerships with Duolingo and Nav Bhatia. The limited-edition run sold out within hours.

★ Strategy Marketing Awards 2024: Bronze (Integrated)

My Role: Media Planner at dentsu.

Kraft Peanut Butter
"QJar Codes"

AI turned the residue inside empty jars into scannable QR codes, unlocking instant restock via SkipTheDishes. OOH at Yonge-Dundas Square. Result: 120% sales lift.

★ Strategy Marketing Awards 2024: 2× Bronze

My Role: Media Planner at dentsu.

HEINZ
Mayo Launch

Canadian launch of 8 Mayonnaise-Style Sauces: Pickle, Garlic Parmesan, Smoky Bacon, and more. A 360° plan across linear TV, CTV, OLV, paid social, display, and NHL sponsorship integrations. Creative with Rethink.

My Role: Media Planner at dentsu.

Philadelphia
"A Little Taste of Hell"

A limited-edition cream cheese 208× hotter than jalapeños. Devil-horned logo, matte-black packaging, and a single distribution channel: Uber Eats, for $6.66.

My Role: Media Planner at dentsu.

Philadelphia
"Schmear Socks"

Cultural hijack of Nike's Montreal Bagel Dunks with limited-edition cream-cheese socks and creator partnerships. The stunt drove a 15.3% sales lift.

My Role: Media Planner at dentsu.

KD
"Spoon KD"

For 50+ years, every KD box showed a fork. We put the spoon front and centre: a one-frame pack change that settled a generations-old debate.

My Role: Media Planner at dentsu.

KD
"Cancel Coverage"

Built on Gen Z's embrace of JOMO. KD launched a fund that paid restaurant cancellation fees for anyone choosing to stay in with a box of KD.

My Role: Media Planner at dentsu.

▶ Watch on Instagram

Philadelphia
"Bonuts"

Bagel meets donut. A limited-edition, cream-cheese-filled hybrid built for social sharing and breakfast attention.

My Role: Media Planner at dentsu.

Philadelphia Whipped
"Irresistibly Fluffy"

Philly Whipped reframed as the go-to snacking dip, broadening occasions well beyond bagels and toast.

My Role: Media Planner at dentsu.

MiO Energy
Influencer Campaign

Creator-led TikTok and Instagram series aimed at a younger, digitally-native audience. Two signature formats: "Another Busy Morning" and "Squeeze" productivity content.

My Role: Media Planner at dentsu.

▶ Watch on TikTok · Instagram