Our homes have a powerful impact on our mood and our well-being. So we created a film that shows how IKEA can help make anyone’s home happier - even a sad, grumpy Troll who lives under a bridge. Because when home feels happy, you do too.
The spot was shot in Slovenia and composed of both real world elements and studio builds to create the perfect troll home.
Director: Nick Ball
CD/CW: Robbie Percy
With elected officials across the US engaging in censorship, book banning, and even threatening to burn books, we asked one simple question: What if they couldn’t? In response to this wave of censorship, we worked with Penguin Random House to create an unburnable edition of The Handmaid’s Tale made entirely from fireproof materials. Then, we got the author herself, Margaret Atwood to test it with a flamethrower.
The Unburnable Book launched at the 2022 PEN America Literary Gala and the one-of-a-kind copy was auctioned off at Sotheby’s New York for $130,000 with all proceeds going to support PEN America.
Canada is the most diverse country in the world. But our national game? Not so much. Sadly, discrimination is a fact of life for anyone who doesn’t fit the traditional hockey mold. As one of hockey’s biggest sponsors, Scotiabank had a responsibility to change that. Scotiabank “hockey for all” campaign tackles discrimination in hockey head-on by highlighting real athletes who have overcome racism, sexism, and bigotry.
From household names like PK Subban to a peewee coach who was told that he should be coaching cricket, the film shines a spotlight on hockey’s culture of discrimination while celebrating the diversity that already exists within the game. The campaign launched on the opening night of the NHL season with a :60 second film that juxtaposed the real words, comments and insults experiences by hockey players with their extraordinary achievements. In print, acclaimed New York Times Chicano photojournalist Roy Baizan captured real moments showcasing diversity in hockey. These images took over arenas across the country.
During Pride, all brands fly the rainbow flag with an intention to sell product. But for 2021 Pride, IKEA went beyond the rainbow and with the help of the community, created something not to sell, but to foster a conversation - with Love Seats.
There are many different Pride flags, and the identities that these flags represent from trans to nonbinary to bisexual are often ignored. That’s why IKEA created 10 Love Seats inspired by 10 different Pride flags. Each Love Seat was created by a designer in the 2SLGBTQA+ community and inspired by the story of someone who identifies with that flag.
The Love Seats were intended to start a conversation about identity. But when the love seat inspired by the bisexual flag went viral, it started a bigger conversation than anyone could’ve imagined. While some took issue with the design, the inspiration behind the couch became the real story and was used to highlight the challenges and stigma bisexual people face within the 2SLGBTQA+ community.
CW/CD: Robbie Percy
Going to the airport is stressful. With so many elements in play - flight delays, traffic, unreliable ride shares, lineups, and even travel partners who like to pack last minute, travel is an exercise in uncertainty.
Enter the UP Express - with trains that come every 15 minutes, 99% On-time performance and 25 minutes from Downtown Toronto to Pearson Airport, so you don’t have to worry about missing your flight.
The cornerstone of the campaign is a 90-second online video (OLV) featuring a parody cover of the classic, “Leaving On A Jet Plane.” The spot turns the song on its head to show the many ways that people end up missing their flights, before positioning UP Express as the antidote to travel stress.
In the midst of toilet paper hoarding and empty grocery shelves, No Frills had to remind their customers that hauling isn't hoarding, and to keep their distance while in stores.
So instead of shouting our safety message on broadcast or with signage that often gets overlooked, we reminded haulers in a way that they could resonate with - an ear-worm track that could be played in store and on their phones while hauling, and was appropriately named after the length that No Frills grocery carts are, A Cart Apart was born. With all the positive response the track had from media and haulers alike, we decided to take it a step further by releasing an original album using Canadian rappers that was 36 minutes long - the exact time the average hauler spends in store.
Good Fun Club is a Toronto-based art night held monthly with a focus on having a chill time and making something just for the sake of making it.
No deadlines, no clients, no judgement, all are welcome.
Founded in 2019, our mission is to facilitate creative expression and exploration, while making connections with others, regardless of background.
Co-Founder + Branding/Design
To get Canadians hyped on patio season, we created tiny chairs that perfectly match the iconic pizza saver “tables” that come in Bosont Pizza’s takeout boxes.
Made this with Robbie Percy.
FEATURED IN:
Ad Age - Creativity
Adweek
Last year we introduced Haulers. This year, we wanted to help them haul harder than ever before. We created a game to help haulers fight frills, afterall, haulers aren’t born they’re made.
play the game at http://aislesofglory.nofrills.ca
Eating together has so many benefits. But today, more than half of Canadians are more likely to eat lunch with a screen, than with each other. This short film from Canada’s largest grocery brand reminded Canadians of the importance of eating together and inspired them to put down their phones, to close their computers, and to #EatTogether again.
CW: Robbie Percy
This year’s brief was from 60 Million Girls Foundation, a Montreal-based organization supporting education projects for girls around the globe. The brief presented to the teams was to help support the organization’s efforts by inviting Canadians to help fund the Mobile Learning Lab, a tablet-based platform that hosts interactive games, videos and tutorials, which are solar powered, making it especially useful in areas where access to electricity or WiFi may be limited.
THE IDEA:
26 WOMEN. 60 MILLION GIRLS.
Create a video set to the alphabet song, with each letter bringing up a name of a different woman who has changed the world throughout history and the modern era. It ends with the note that supporting women’s education doesn’t just improve the lives of girls themselves, but has an even bigger impact on the world around them.
CW: Robbie Percy
2017 Young Creatives Global Cover Competition
THE BRIEF:
create a visual that captures the essence of today’s creative process
THE IDEA:
The creative process can feel like a labyrinth. It’s full of twists and turns, obstacles and dead ends. It’s exhausting. It’s confusing. But ultimately, it’s rewarding.
Conceptualized and created by: Caroline Friesen & Robbie Percy
Photography: Warren Hardy
When you ask people what they did after work, the answers are often pretty uninspiring. So to show the 9-5 crowd just how much more inspiring their nights could be at the Toronto School of Art, we created a series of original oil paintings in a renaissance-style depicting the boring ways people often spend their nights. Treating the mundane in a style normally reserved for the epic, we turned these boring nights into works of art.
CW: Robbie Percy
Koodo Mobile Rebrand
30 second spot "Happiness is no hidden fees"
two pre-rolls
and social media rebrand.
Created informative "phone hacks" videos while still keeping in the Choose Happy tone.