Spec Work
Fun stuff and school stuff
Apple Growers of Ontario
Apples are everywhere. They’re so ubiquitous in our lives, and in the story of humanity, that they’ve become almost invisible. They sit in lunch bags, fruit bowls, Renaissance paintings, tech mythology, regular mythology, and pop culture.
The challenge of this campaign was to make people think twice about something they barely think about at all.
This campaign brings back some of the apple’s cultural punch by connecting it to big ideas, iconic moments, and familiar turns of phrase — from gravity, to tech, to yes, temptation — before bringing it home with a simple choice: grab an Ontario-grown apple.
The work takes two approaches: one clean, stark, and copy-led, using negative space to let the line do the heavy lifting; the other more visual, pairing simple imagery with sharp copy to make the idea land fast in environments like social and OOH.
Together, they aim to make a humble, everyday fruit a little harder to ignore.
St. John Ambulance
How do you get people to prepare for a fire that hasn’t happened yet? How many of us have ever bought a fire extinguisher?
The best time to buy a fire extinguisher was yesterday. The second-best time is today.
Be prepared. Fire doesn’t wait.
Polaroid Has Seen It All
For decades, Polaroid has been woven into music, art, and culture—capturing the sixties, seventies, eighties, and everything in between. A picture may tell a thousand words, but the most interesting images are often the ones no one will ever see: the unrepeatable moments, the single exposures, the snapshots that exist only once.
This headline-driven concept imagines the kinds of scenes a Polaroid camera might have witnessed over its long lifetime. Moments lost to time, preserved only in memory—and in that one, irreplaceable photograph.
Polaroid represents nostalgia for moments we were never a part of, because Polaroid has seen it all.
Dullabies by ENDY
When do you actually think about getting a new mattress? When you can’t sleep. A quick web search gives you a million options—but none can deliver a mattress tonight. In the meantime, try Dullabies by Endy, designed to help you get some rest while you wait for your new Endy to arrive.
Coppertone Sunscreen
Sun exposure is the leading cause of premature aging.
And for those who don’t heed the warning and skip the sunscreen, it shows.
Layrite Copy Project
Product: Layrite Pomade
Target: The target is 20 – 35-year-old urban males, making upwards of $30,000/year, education and relationship status are not relevant. Their interests include films (not movies), music, socializing, stick and poke tattoos, fixie bikes, and DIY.
SMIM: A classic product, made by barbers, used by barbers.
Proof: The product was created by a barber, because the hair products at the time were impeding his work. Layrite has been around for over 20 years and is the barber standard pomade. It can be purchased at barbershops, specialty stores or online.
Adjectives: Authentic, Confident, Rebellious, and Cool.
Tagline: Classic Redefined.
Layrite 60s Radio Spot
ANNCR: Time. The deciding factor of what’s hot and what’s not. What’s classic and what’s a passing fancy. Things like:
GUY: Books, been around forever.
SFX: PAGE TURNING.
GUY: Oh, boxes. They’ve had those since ancient Egypt. They’re famous for pyramids but they had plenty of boxes.
ANNCR: Yes, all classics.
GUY: Guitars, drums, any instruments really.
SFX: GUITAR STRUMMING.
SFX: DRUMS BANGING.
GUY: Oh, cars, planes.
SFX: FERRARI ENGINE STARTING.
SFX: PLANE OVERHEAD.
ANNCR: Yes, I think we get the poi… (gets cut off by guy).
GUY: Fountain pens. OH, Betty White.
ANNCR: Sure, if you say so.
GUY: Remakes of Hollywood movies, raisin cookies, fidget spinners, Ice Ice Baby, light beer, mullets, MY BAND, how did I forget my band.
ANNCR: Ok, let’s not get carried away here.
GUY: Sam’s hair.
ANNCR: What? Sam’s hair? Why Sam’s hair?
GUY: He uses Layrite Pomade.
ANNCR: Oh he uses Layrite? Now you’re pulling it back. THAT’S classic. Incredible hiar is always classic. Whoever Sam is, good job. Layrite, Classic Redefined.
Layrite TV Spot
MISC
