As a seasoned creative professional, I specialize in navigating complex challenges within branding, advertising, and strategy. With over 25 years of experience, my journey has encompassed roles as an Art Director and Creative Director, highlighting my adaptability and versatility across diverse creative projects. My expertise spans digital and print media, packaging, and comprehensive strategy development, including concept and campaign development, content creation, and direction for both art and creative projects.

I thrive on discovering new opportunities that fuel my creativity and am committed to leveraging my unique skills to help your business realize its vision. Currently engaged in creative contracting, I'm eager to discuss how we can collaborate to harness innovative solutions and achieve outstanding results.

Let's connect and explore the possibilities.

2021-2022

At Nature's Path, I thrived as the Creative Lead and Production Director, leading a diverse team of specialists in packaging, digital design, writing, animation, and content creation. I spearheaded the launch of numerous products, including Que Pasa's Jalapeño & Lime tortilla chips, organic taco shells, Love Crunch's Hazelnut & Dark Chocolate, Nature's Path's Keto cereals, and EnviroKidz RhinoRolls.

My efforts extended to managing the rebranding of the Nature's Path and Anita's Organic Mill partnership, crafting the Nature's Path brand guidelines, innovating a new social media workflow, and revitalizing the brand's packaging in both English and bilingual formats. My contributions encompassed packaging designs, digital ads, social media campaigns, point-of-sale materials, outdoor advertising, and a Super Bowl commercial.

Committed to ethical sourcing and Fairtrade, I also engaged in community volunteering and promoting organic leadership. This role was both challenging and fulfilling, allowing me to positively impact the planet while driving the company's success through strategic creativity and leadership.

2012-2020

As Creative Director at Venture, I led successful teams in creating innovative campaigns for retail, packaging, and corporate branding clients. I directed the creation of 32 Alberta Stories, a series of social content and videos that received recognition from the Webby Awards, AdRodeo, and Lürzer's Archive. I also managed experiential campaigns for Travel Alberta, including a notable event featuring an Albertosaurus skeleton on the beach at Santa Monica pier. This campaign was recognized by Jimmy Kimmel and won a Canadian Marketing Award and local Ad show nods. I helped strategize and direct a celebrity ambassador campaign for Toyota featuring notable figures such as Mike Holmes and Jann Arden.

My team played a crucial role in developing a communication response strategy for Calgary's great flood of 2013, which helped the city attract higher than expected summer visitors. Working with CEO Arlene Dickinson improved my creative thinking skills. I was also part of the initial launch of the District Ventures accelerator program, gaining valuable insights into the food & beverage and health & wellness sectors and working with 8 Cohorts.

In addition to overseeing brand guidelines, digital experiences, and marketing materials, I managed multiple projects, budgets, and contracts with photographers, video production companies, and other professionals. I established a permanent in-agency audio, video, and photography studio and provided mentorship to team members on production techniques and social media workflows. This role allowed me to utilize my leadership skills and experience to drive the creative direction of the company.

CLIENT EXPERIENCE: De Havilland Aircraft of Canada, Toyota, Travel Alberta, FYidoctors, ReNue, Scotiabank, Tourism Calgary, Calgary Economic Development, Cenovus, Husky, District Ventures, Chickapea, Lil Tucker, Pilots Friend, Nuuvera, Concrete Manitoba, Alberta Women Entrepreneurs, Social Lite Vodka

AWARDS: AdRodeo, Ampia, Applied Arts, Graphis, Canadian Marketing Awards, Communication Arts, Webby Awards, Lürzer’s Archive 

I am grateful to have had the opportunity to lead the art direction strategy for the iconic Travel Alberta campaign, which transformed the tourism industry and garnered recognition from various local, national, and international organizations. This campaign resulted in our client receiving the Diamond Award at the prestigious Golden City Gate awards in Berlin.

In this role, I was responsible for concept development, presentation, and execution of digital and print campaigns, including the creation of asset libraries. I worked closely with a team of marketing managers, copywriters, digital developers, print producers, and production artists to bring our campaigns to life.

I helped to manage negotiations and logistics with video producers, photographers, illustrators, and freelancers, and had the ability to handle multiple client projects simultaneously. I also art directed film crews and photographers at remote locations and developed brand guidelines, ad templates, experiential displays, travel guides, and multilingual ads for international markets.

Overall, it was a challenging and rewarding role that allowed me to utilize my skills and experience to make a significant impact in the tourism industry.

CLIENT EXPERIENCE: Travel Alberta, Bernard Callebaut Chocolaterie, Kids Cancer Care, NovAtel, Enmax

AWARDS: Applied Arts, AdRodeo, Alto Awards, Golden City Gate awards

As the senior art director at DDB, I worked closely with a team of copywriters, designers, and digital developers to create integrated campaigns and digital experiences for a wide range of clients. My responsibilities included negotiating contracts for photo and video production, overseeing the design and post-production process, and managing film and photoshoots.

I'm proud to say that my work has been recognized with numerous accolades, including best of show and three gold awards for an interactive washroom poster and Advent calendar for Mothers Against Drunk Driving, recognition from Lürzer's Archive, Applied Arts, and the Ace Awards for my work on the Edmonton Indy, a people's choice award for a Lotto 649 campaign, and a Graphis gold for my art direction on the PetSpa campaign.

In addition to my creative responsibilities, I also played a key role in developing large-scale pitch decks and strategic campaigns. I enjoyed collaborating with a diverse group of professionals, including copywriters, digital developers, and social media specialists, to bring our clients' visions to life. It was a rewarding and challenging role that allowed me to utilize my skills and experience to make a positive impact in the world of advertising.

CLIENT EXPERIENCE: Western Canada Lottery Corporation, MADD, Whitemud PetSpa, Dogs With Wings, Syncrude, Government of Alberta, City Centre, Canadian Patient Safety, Northlands, Downtown Hotel group

AWARDS: Ace, Applied Arts, Clio, Graphis, Lürzer’s Archive

2000-2007

As a member of the Calder|Bateman team, I was brought on to help the company establish a strong presence in the creative industry. I played a key role in art direction and design projects, including large integrated campaigns, corporate identities, social media content, websites, and digital display campaigns.

I managed and negotiated photo and film productions, mentored junior designers and production artists, and collaborated with copywriters and media strategists to produce powerful and impactful campaigns. Our work for AADAC (Alberta Alcohol & Drug Abuse Commission) was particularly noteworthy, as it helped draw attention to the fight against the tobacco industry and featured heart-wrenching campaigns such as Barb Tarbox, which gained global attention, and Cancerhead, an animated series that sparked important conversations. I am grateful to have had the opportunity to work with Frank Calder and Margaret Bateman and contribute to such meaningful projects.

I was also a part of the inaugural team that launched the Edmonton Grand Prix and received numerous national and international awards for our groundbreaking work with MADD Canada's Edmonton Chapter. My responsibilities included overseeing and directing websites and digital content, winning awards for art direction and creative strategies, optimizing the digital presence, and recruiting top-tier team members. It was a challenging and fulfilling role that allowed me to make a significant impact on the company and the industry as a whole.

CLIENT EXPERIENCE: AADAC, CancerHead, Capital Health, MADD, Husqvarna, The Edmonton Grand Prix, Edmonton Journal, Fire-etc, Edmonton Symphony Orchestra, Full House Lotteries, Cash & Cars, The Christmas Bureau

AWARDS: Ace, Applied Arts, Coupe, Graphis, Marketing Awards

1998 - 1999

At Populuxe Digital Media, I had the opportunity to work with clients who prioritize ethical business practices and environmental stewardship. One of the most memorable projects I have had the privilege of art directing was for Ethical Funds, an organization dedicated to preserving the planet. In this role, I developed a user-friendly website that effectively raised awareness for socially responsible investing and the conservation of endangered species. The organization's commitment to donating a portion of its profits to raise awareness and make real change made this project particularly fulfilling. I was able to use my skills and expertise to make a meaningful impact, and my experience at Populuxe has been incredibly rewarding, helping me grow both personally and professionally. I am grateful to have had the opportunity to work with a talented team, many of whom I had the pleasure of working with previously at Area51.

Art Direction & Design | User Interface Designer | Motion Animator 

CLIENT EXPERIENCE: Ethical Funds, Orca Bay, Rock this house

1996 - 1998

As an original founder of the Area51 Interactive team, I had the opportunity to work on a variety of projects for Palmer Jarvis, at the time, Canada's leading advertising agency. I played a key role in the development of websites and other digital media for clients such as Save-On-Foods, The Province, Vancouver Sun, and Richmond Savings. I also had the chance to work with infoCanada to build their first website and establish a digital presence.During this time, I gained valuable experience in new technologies and had the opportunity to work with a talented team of digital pioneers and trailblazers. Our work was recognized with several awards, including the Lotus awards and Shockwave site of the day. It was an exciting time as the internet was becoming more mainstream, and I feel grateful to have been a part of it from the beginning of my career.