experience / Portfolio
Tap2Tag Canada, Creative Lead
Jan 2015 - July 2019
My role within Tap2Tag has been multi-discipinary. I supervised the creation of original brand content, from still images to commercial video shoots. Through online metrics, I promoted the brand online, readjusting struggling ads and bolstering successful campaigns. I worked with department heads within the company to create relevant, powerful, and tactically employed packaging, promotions, and sales materials.
Social Media Content
I have created content for Tap2Tag and subsidiary company TeqMarq since 2015, particularly for the Connect Digital Business product line.
The 2015-2016 campaign featured muted tones and a hip start-up aesthetic for the launch of the fashionable Connect line.
The 2017-2018 campaign emphasized the brand’s Medical line.
The 2019 campaign returned to the Connect line and fashion with neon lights and bold colour blocking.
Product Images and Descriptions
Tap2Tag has four product lines: Medical, Medical Plus, Connect, and Pets.
I created these short, social media friendly commercials using online software, licensed stock video footage and licensed music. These are used by both the parent company and by partner companies who use the Tap2Tag NFC digital card as a scannable membership cards.
I have also written, directed, and edited five commercials for Tap2Tag. These have been played for audiences at StartUp Fashion Week (SFW) in Montreal and Toronto and at the Consumer Electronics Show (CES) in Las Vegas.
I auditioned, hired, and instructed make-up artists, directors of photography, editors, and special effects editors. I then directed actors during the shoots and I lead the editing team to create polished final products. I then selected stills from the videos and used them to create online and print advertisement materials.
On several occasions, I have had the pleasure of hiring and directing artists and studios on behalf of Tap2Tag. My philosophy when working with artists is to take the time before I hire to find the specialist whose style matches the project. It is then my job to provide very clear instruction and guidelines so that they do not need to rework compositions around new elements. These preparations keeps costs down for clients without slighting artists.
Freelance Art and Design
Jan 2013 - current
I work as a creative for hire for small businesses and individuals. This work includes photography, copy editing, web design, and print media.
Urban Tranquility, 2018
Urban Tranquility is an Airbnb Superhost and interior designer team who came to me looking for print media to compliment their unique style.
Protecting Our Children, 2017
Artstarts Recipient, Platform A, March-June 2014
Art Starts grant recipient for the Lawrence Heights Dynamic Map Project.
I engaged with Toronto’s Lawrence Heights community to create a dynamic, multimedia map along with drawn and painted portraits of established and beloved community members. I also taught clay and printmaking classes to Lawrence Heights Middle School students, who then contributed artworks to the piece.
Ontario Institute for Studies in Education, University of Toronto (OISE/UT),
Bachelor of Education, Primary/Junior, 2009/2010
Honours Bachelor of Arts: English, 2006