STRATEGIST | DIRECTOR
CAMPAIGNS
CLIENT: OSSTF
60-SECOND ADD
OSSTF AMBASSADOR ENDORSEMENTS
Mischa Barton aka Marissa from The OC
Stacie Mistysyn aka Caitlin from Degrassi
Daniel Franzese aka Damian from Mean Girls
Made for organic TikTok
WEB
EARNED MEDIA
Our high-touch media relations strategy included call-arounds, an advisory, personal invitations, a release and press conference. This resulted in unprecedented media coverage of a union campaign of this nature.
We were featured in The Toronto Star, Globe and Mail, Toronto Today, The Trillium, and syndicated on CBC Radio.
Despite most Ontarians supporting publicly funded education, it is rarely a top voting issue. The Ontario Secondary School Teachers’ Federation wanted to make education top of people’s minds.
Collaboratively with OSSTF and our creative team, I developed a campaign that would get people’s attention through humour, strong feelings of nostalgia and disrupting that feeling with uncomfortable, urgent truths.
Agency: Point Blank Creative
FORD HIGH PREMIERE
I produced the Ford HIgh campaign premiere event at Hot Docs Cinema in January 2025. The event included a press conference, as well as a public screening and panel presentation.
It was attended by 300 labour leaders, teachers and education workers, community organizations and elected officials.
CLIENT: OPSEU
LCBO STRIKE
A near impossible task: build public support for striking LCBO workers when everyone wants access to alcohol, everywhere all the time.
By creating a non-partisan villain whose choices impact all of us, and simplifying the cost-benefit of public alcohol sales we were able to win public support for workers.
Agency: Point Blank Creative
30-SECOND ADD
CLIENT: OLIVIA CHOW
MAYORAL CAMPAIGN
Torontonians have seen what over a decade of conservative mayors and austerity budgets can do to a city. We needed to believe another way was possible. After a lifetime of dedication to public service, community organizing, and social justice, Olivia Chow ran for Mayor of Toronto in a surprise by-election. We were able to galvanize voters to believe that together, we could build the city we want and need. Now we call Olivia, Mayor Chow.
Agency: Point Blank Creative
As full-time staff on the campaign, I directed the campaign’s digital storytelling. Torotonians and the city itself were protagonists in our stories alongside Olivia. Our strategy was to lean into Olivia’s empathy and lived experience. She had lived the life of Torontonians and her genuine connection with people and their challenges made our content novel and inspiring.
Connecting the lived experiences of Torontonians to policy solutions was foundational to our platform storytelling strategy.
CLIENT: OFL
AFFORDABILITY
This campaign used first of its kind message testing to see if the Race Class Narrative would work in Canadian context. The RCN works to neutralize and combat conservative arguments that scapegoat immigrants, IBPOC, women and trans people, to distract us from the reality of the bad policies, profiteering grocery CEOs, making life more unaffordable for diverse working people. This project resulted in a powerful, proven message.
Agency: Point Blank Creative
CLIENT: CUPE ONTARIO
BETTER WAGES
With the rising cost of living and wages that aren’t keeping up with inflation, workers are struggling. On top of this, public sector unions are in a constant battle against conservative rhetoric and misdirection. This campaign was designed to combat misconceptions about public sector workers and increase support for better wages.
Agency: Point Blank Creative
EDUCATION WORKERS
After our rapid response work for the CUPE Education Workers’ strike we were invited to produce this campaign celebrating the incredible legislative and bargaining wins. This campaign was designed to inspire workers and allies to continue engaging them in the fight for better wages across sectors, and the province.
Agency: Point Blank Creative
CLIENT: ONTARIO NDP
With a ‘surprise’ election potentially being called at any moment, we were contracted to run another Ontario NDP campaign focused on name recognition for Leader of the Opposition, Marit Stiles.
We juxtaposed moments of frustration and chaos with Marit, and solutions to send a message very quickly about what kind of Premier Marit would be.
Agency: Point Blank Creative
MARIT STYLES
As the new leader of the ONDP, Marit Stiles had one big opportunity to introduce herself to the province, many of whom did not know her. We wanted to directly counter Ford’s limited personality and lack of accessibility to the public with this direct-to-camera concept. Marit’s genuine passion and authenticity made this campaign persuasive and increased her favourability.
Agency: Point Blank Creative