Recent work
Creative Direction · Advertising · Team Leadership
Campaigns: Brand Focused
Brand focused creative campaigns comprising video and static ads, exploring fresh messaging, humour and storytelling within the real estate investment category.
Trusted Professionals
Created a concept for high-net-worth investors around a familiar behaviour: trusting specialists. The strategy extended that mindset to professionally managed real estate investments. The look and feel of the selected set targets the high net worth audience.
Script Writing | Concept Creation | Casting | Location Scouting | Wardrobe
Second Job
Reframed buying a rental property as unknowingly hiring yourself for a second job, positioning passive real estate investing as a way to participate without taking on landlord responsibilities. The look and feel of the selected set targets the high net worth audience.
Script Writing | Concept Creation | Casting | Location Scouting | Wardrobe
Direct Ownership Regret
Targeting the high net worth audience, chose a golf setting to explore the interruptions of being an active landlord versus investing passively. There are 3 video scripts in this series.
Script Writing | Concept Creation | Casting | Location Scouting | Wardrobe
The One Upper
Explored a comedy-led approach to contrast life’s exaggerations with investments backed by real assets, anchored by the tagline I developed: “So much in life isn’t real. Consider investments backed by real assets.”
Script Writing | Concept Creation | Casting | Location Scouting | Wardrobe
The Weekend you Deserve
Developed scripts contrasting active and passive real estate investing, highlighting how hands-on property ownership can take over an investor’s personal time.
Script Writing | Concept Creation | Casting | Location Scouting | Wardrobe
Campaigns: New Product Launches
Integrated creative supporting three new investment product launches:
Luxury Real Estate Development Campaign
Introduced a luxury real estate development investment at the Bridle Path in Toronto, through sourcing a refined studio setting, with art direction that reflected the development’s premium positioning.
Video & Static Ads – Video Concept | Casting | Set Scouting | Wardrobe | Static Ad Design
Renovation Investment Fund Campaign
Used a renovation-show concept to introduce the audience to invest in apartment transformations rather than simply watch them on TV. Creative direction paired an on-screen renovation scene with a luxury setting, supported by carefully selected wardrobe and props.
Video Concept | Casting | Set Scouting | Wardrobe | Static Ad Design | Custom Photography
U.S. Real Estate Investment Fund
Introduced a U.S. investment product to Canadian investors, sourcing a location that evoked the Sunbelt region, custom branded graphics, and integrating AI-generated palm trees into the video.
Video Concept | Casting | Location Scouting | Wardrobe | Static Ad Design
Collaterals
Awareness Static Ads
