US Foods, one of the largest food suppliers in North America, is taking great strides to up their game in a competitive landscape. Realizing that restaurant owners need more than just a food supplier, we introduced a fulsome campaign We Help You Make It, reiterating that being your partner in food is more than just delivering the goods.
Owners and operators need help, from front of house to back, and the new strategy developed at Jackman aims to deliver just that - support across all aspects of the restaurant business - from developing your menu, to optimizing profitable operations.
With a heavy focus on digital and online tools, we are building a robust and intuitive system to help our customers maximize their profits through all aspects of the restaurant business. The "We Help You Make It" campaign is a commitment to going above and beyond what others in the space are doing, while carving a best in class suite of tools, content, and service to do so.
The Book of Negroes is a 6-part mini-series based on Lawrence Hill's acclaimed novel. Working with CBC and Conquering Lion Pictures, we developed an immersive online experience that delved into profiles of each character, recounted as monologues direct to camera.
We worked with Lawrence Hill on developing the scripts, produced and shot with talent, designed and developed the site along with supporting social assets. The series itself became one of the most successful CBC properties in nearly a decade, pulling in record numbers. View the Online Experience
In addition to the digital property, we worked with The Book of Negroes Director, Clement Virgo, to develop the opening title - leveraging the design cues we had established with the online work.
Finally, an app was developed with partners TD Canada Trust to act as a companion to the show and further educate audiences on Black History and slavery. The app itself has been revered on Apple's App Store and made the "must-have" app list of 2014.
FOX wanted to make a splash for its second season of the hit show "Sleepy Hollow" at Comic-Con in San Diego. The team at Secret Location developed a first-in-class Oculus Rift experience that took users on a virtual thrill-ride, leveraging cast members from the show itself, while leaving them with a compelling image to share across social media. While the event itself was hugely successful, it also garnered an enormous amount of press, being the first of its kind to merge real life actors into a VR environment.
2015 Creative Arts Emmy for Outstanding Creative Achievement in Interactive Media
2014 Digi Award for Best Cross Platform Media
Working with the team at BTYB and BBDO, I directed a series of short spots for VISA to highlight their Paywave (or what we currently call, tap) service. The spots leveraged two NHL athletes, Alexandre Burrows and Jason Spezza, placing them in everyday situations where tapping a credit card was much simpler than digging for change.
Intentionally lo-fi in their production, these quick :15's were used in social media, pre-rolls and product demos.
To launch Second Cup Coffee for the TASSIMO brewing system, we developed a holiday campaign and brewer giveaway to raise awareness during a peak sales period.
The campaign tasked users with nominating the "good elf" in their life, that selfless person who embodies the everyday spirit of the holiday season. We conceived and develop five unique animated elves, each with their own personality trait of good and asked users to assign one of the elves who best represented their nomination.
Developed from scratch and modelled and animated in 3D, the characters came to life through an HTML5 desktop experience, each delivering a unique message of holiday cheer bespoke to their individual personalities.
The campaign helped to generate one of the most successful gifting seasons for TASSIMO and quickly made Second Cup Coffee the top purchased coffee T Discs on the e-store.
For the launch of his first EP of spoken word poetry, we developed and produced this video for Mustafa the Poet's "Lost Souls".
Director: Mark Rozeluk & Sean Butler / DP: Henry Sansom / Camera Assistant: Daniel Poirier / Editor: Mark Rozeluk
Working with the TASSIMO US team, we wanted to showcase the benefits of the TASSIMO brewer while taking a less technical and more "day-in-the-life approach". The 2 spots feature our target demo as she balances life while enjoying both the benefits and convenience of the TASSIMO system.
Coupled with an informative landing page, the videos help position the TASSIMO system as one that can not only neatly fit into your life, but highlights the many why-buys associated with being part of the TASSIMO family.
Production: Brought To You By / Writer: Sean Butler / Design: Kim Lam
Thinsations wanted to reunite consumers with the snacks they love from their childhood. So we developed "Reunited" - an interactive and social music video flashback that brought back those old hits, boardgames and snacks into a customizable video experience.
The takeaway: all of your favourite snacks are available in 100-cal bite sized form.
A fun and engaging social journey, "Reunited" leveraged Facebook Connect to pull in photos, relationships and even your school, to create a custom music video experience to "Reunite With the Snack You Love"
Produced @ Trapeze / Art Director - Ella Potyrala / Copywriter - Laura Rothstein / Account Director - Kim Le / Project Manager - Johanna Stewart
For the 2011 Festive Season, TASSIMO launched a campaign that pitted the TASSIMO brewer against an onslaught of characters. From a coffee house barista, to an Elf, to Santa himself - for 24 days in December, the TASSIMO showed its stuff by brewing drink after drink, perfectly. Each video highlighted key why-buys of the brewer in a tongue and cheek way.
As part of a daily contest, users were asked to select who they thought would win the battle - if they answered correctly (and smartly, as the winner was always TASSIMO) they would be entered to win a TASSIMO brewer. Part contest, part engagement, part competitive claim against other on-demand brewers, TASSIMO Festive was an extremely successful program.
Art Director: Ella Potyrala / Writer: Julie Martinson
After the success of the launch of Nike SPARQ Training, Nike wanted to highlight some of the other athletes within their roster of hockey superstars. Building upon the library of SPARQ training videos, we added another 20 exercises that hockey athletes could execute off the ice. To promote the new videos, we produced a video with Jarome Iginla, Steven Stamkos, Dion Phaneuf, Gillian Apps and Robin Regehr.
The program was highly successful and furthered the Nike SPARQ brand as a viable and authentic training program for hockey athletes.
Produced while @ Organic / Motion Graphics: Matt Barnett
TASSIMO didn't just want to send a greeting to moms for Mother's Day, they wanted to sing it. For 2 weeks leading up to the big day, the team at Trapeze locked themselves in a studio with the barcode choir and began churning out over 700 user submitted greetings for moms.
Part social, part user generated content, the TASSIMO Mother's Day campaign took a playful, surprise and delight approach to celebrating moms - while making the TASSIMO system top of mind for MD. In addition to submitting a greeting to your mom, moms themselves could "hint" to their kids that they would love a TASSIMO.
After going through a massive product recall in March of 2012, TASSIMO wanted to showcase the passion, artistry and science that goes behind both their beverages and the TASSIMO system. These stories were meant to reinforce quality and the commitment to a superior product. We traveled across Europe to capture various stories, from the Centre of Innovation in Banbury, UK - to the Gevalia roastery in Gevle, Sweden. Each vignette functions as a lifestyle piece that re-articulates the brand message: The Barcode Brews It Better.
As part of a complete overhaul of the [dot]ca property, these videos served as educational content that were featured predominately across the site experience.
Art Director: Ella Potyrala / Account Director: Kim Le / Video Production: Brought To You By
When Gevalia wanted to introduce their new café-style beverages for the Keurig K-Cup brewer, they realized they needed a platform that was both educational and informative.
Developed as a truly responsive experience, the Gevalia hub houses a commercial used to launch the new products across all social channels, while the site itself speaks to the 2-step process, real milk offering, and beverage variety.
CD & Commercial Director / Editor: Mark Rozeluk; ACD: Ella Potyrala-Singleton; Copywriter: Julie Martinson; Visual Effects: James McIntosh Jr.
For the 2010 Winter Olympics in Vancouver, BC, I worked directly with Nike and Leafs' Hockey vlogger Steve Dangle to produce daily video segments for Nike's YouTube channel and brand hub.
By conducting interviews with athletes, on street promotions, Tweets from inside the arena and video game recaps, Dangle became a highly visible voice of hockey passion for Nike, and the brand supported him through multiple digital channels including YouTube, Twitter and Facebook. Nike ensured the site showcased the latest stories, athletes and events, with a bold, epic look that leveraged the offline campaign and maintained a consistent message.
After seeing the tremendous results and engagement for this approach to digital marketing, Nike committed more resources to Dangle and YouTube. Throughout mid November 2010, the Nike/Dangle YouTube channel was the #1 most viewed sponsored Canadian channel on YouTube.
On the heels of 2011's PB& campaign, Kraft PB was looking for a way to engage with their core consumers - and given that everyone eats peanut butter their own way, we wanted to turn it over to the community to share their ultimate Kraft PB creations.
We developed "PB Creations", an application that let users build and assemble their sacred Kraft PB creations with an array of ingredients. The builder compiled all of the ingredients and then animated them into a glorious creation. The creations were shared on social networks, complete with personal stories. For the remainder of the summer, Kraft chose select creations from each city and toured the country in a Kraft PB food truck delivering free creations.
Social, meets sampling, in a truly unique initiative from Kraft Canada.
When Kraft Canada was looking to expand on their long running Kraft Peanut Butter campaign "Spread the Feeling", I turned the camera turned to my son Ethan to capture his morning PB ritual - the footage I captured speaks for itself.
The result was a concept video that informed the larger campaign of PB &, which invited Kraft PB lovers across Canada to share and document their treasured PB moments online, and featured TV spots shot and executed in the same vain.
Art Director: Sebastian Speier / Writer: Laura Rothstein