Why are you into Advertising?
I kind of fell into it. I originally was using my design skills for my streetwear brand I started with a few friends. It was my brother who was in advertising where he would tell me more about what he was working on everyday that got me more interested. I applied the few tips he told me to implement into my brand. I enjoyed thinking and making in advertising so then I decided to take the jump and pursue it.
Did you attend school for fine art or design or Communications?
I studied Graphic Design at SAIT in Calgary. Then moved to Toronto to go to Miami Ad School.
Tell us about your awards? How has that helped your career.
It does help you stand out above the rest. I’ve won a few awards at big shows like D&AD, One Show and Clios. They for sure helped out to get me noticed while applying for jobs. I also just like the competition aspect of it, it always leads to great work.
Were there any particular role models for you when you grew up?
I mostly looked up to athletes like Kobe and Lebron. Just for their work ethic, they’ve always worked hard and had “Mamba Mentality” when it came to their craft.
Who was the most influential personality on your career in Advertising?
Haven’t had too much of a career yet in advertising but I would say having the privilege of working with Lauren Ferreira at Droga5 who was named AdAge’s Creative of the Year in 2019. I’ve learned the most working under her. She was a great mentor and creative director during my time at Droga and helped my partner and I with all things Advertising.
Where do you get your inspiration from?
Design wise I am mostly inspired by sports, hip hop and streetwear fashion culture. Creatively, a huge inspiration would be just day to day experiences. Getting exposure to new things will expand your way of thinking and have a different and unique perspective on things.
You have worked with some pretty illustrious agencies like Droga 5 and Momentum. What led you to found your own Creative shop?
I co-founded FreeMotive before starting Advertising actually. To answer that backwards check out the answer to question 1.
What do you think of the state of Print advertising right now? Has Print found a new avatar in Digital?
Yes, I believe that print is moving towards a more digital platform with the evolution of online ‘zines and newspaper outlets becoming online platforms. It is still alive and well just that it is in the digital form like banners and pre-roll ads on social or video platforms. You have to get the reader’s attention in the first few seconds or it isn’t effective, same thing goes with print ads – if your audience just flips over the page and it doesn’t grab their attention, they will continue flipping.
Do you think brands whose advertising wins awards, do well in the market?
Yes and no, Advertising Awards are usually just for the industry. They are judged by people in the industry and don’t really have a reach outside of it. Yes because awards are recognition that it did have results in the real world, whether it’s press or even revenue.
What advice do you have for aspiring creative professionals?
Enjoy the process the creative industry is fun.
What’s your dream project?
Working on Nike would be the dream. Wieden & Kennedy has been doing an amazing job with the brand and I picture working with WK and Nike would be an amazing experience where I would have fun and learn the most!
Where do you see yourself in 15 years?
Hopefully on vacation haha, because I know that advertising doesn’t give too many breaks. But I see a more successful and smarter version of myself now. Who’s racked up a few awards and potentially a CCO of an agency somewhere.
Who would you like to take out for dinner?
I’ve been watching a lot of The Chef Show on Netflix. Chef Roy Choi would be dope to hang out with and eat amazing food. Also watch his show on Netflix if you want to be hungry 24/7.
What’s on your iPod? Spotify?
I’m mostly listening to LANY’s new album mama’s boy. Or laughing at the Riled Up Podcast with Arielle and Matt. If I’m feeling like keeping up with the industry I listen to That’s Probably an Ad Podcast by AdWeek.
Mac or PC?
I personally use a Mac for work. But if you talk to me about gaming, PC is where it’s at.
What’s your Twitter Handle? Instagram?
You can follow me @rapgameted – stay tuned for some design and creative stuff in the works.
Grubtitles
Grubtitles is a new Netflix feature that allows users to instantly order BK menu items straight to their doorstep. When a burger shows up in any Netflix title, subtitles will appear prompting a one-click whopper.
Credits
Advertised Brand: Burger King
Advert Title: Grubtitles
Advert Type: Digital, Experiential,
Advertising School: Miami Ad School, Toronto + Miami Ad School, San Francisco
Art Directors: Ted Pedro, Ryan Cookish
Copywriter: Roselyn Pla
Recognition:
D&AD New Blood 2020 Wood
ANDY Awards 2020 Gold
New York Festivals 2020 Finalist
ADCC Awards 2020 Finalist
Applied Arts Mag 2020 Winner
Misfits
Lego Misfits is a campaign that champions teens’ creativity, voice, and uniqueness. Using defective legos (normally thrown away in factories), we’re asking teens to build their vision of the future and convey an impactful message to older generations.
Credits
Advertised Brand: Lego
Advert Title: Misfits
Advert Type: Experiential, Out Of Home
Advertising School: Miami Ad School, Toronto + Miami Ad School, San Francisco + Miami Ad School, New York
Art Directors: Ted Pedro, Pedro Sacilotto
Copywriter: Roselyn Pla
Recognition
D&AD New Blood 2020 Wood
Creative Conscious Awards 2020 Bronze Winner
Gang For Good
Gangs in London recruit more than 10,000 women every year. They persuade these women by offering them the love, support and protection they couldn’t get from family and friends. Which is why Nike introduces Gang For Good, the first ever gang which keeps women away from London’s gang culture.
Credits
Advertised Brand: Nike
Advert Title: Gang for Good
Advert Type: Experiential, Digital, Mobile
Advertising School: Miami Ad School, Toronto + Miami Ad School, San Francisco + Miami Ad School, Hamburg
Art Directors: Ted Pedro, Lee I
Recognition
Gang for Good – Nike | Creative Conscience Highly Commended Winner
Gang For Good – Nike | Vega Digital Awards Platinum
Gang For Good – Nike | Muse Creative Awards Platinum