Light Up The Holidays
Idea: This concept brings the excitement and energy of the holiday season to life with a rhythmic, upbeat tone that emphasizes discovery, joy and value. It positions TSC.ca as the ultimate daily destination for holiday shopping, where customers can find gifts for everyone on their list, access to top brands and take advantage of limited-time deals all with flexible options.
Why it works: It captures the festive urgency of the season while delivering key value propositions: trusted brands, great prices, and convenience. The friendly, rhyming flow makes the message memorable and fun, reinforcing TSC’s identity as a joyful and reliable experience. It appeals to both emotional and rational buying triggers- celebrating the magic of giving while promoting tangible benefits like affordability and variety. It encourages repeat visits and keeps TSC top of mind throughout the season.
Role: Creative Director, Director- Video, Stills, Art Director
Media: Broadcast, eCommerce, Social, Radio, Digital
Design-Led, Strategy-Driven, All-In.
I take pride in being deeply involved in every aspect of the creative process—because great work doesn’t happen in silos. From concept development and pitching ideas, to building out storyboards, directing photography and video, and refining the final output—I’m hands-on from start to finish. I believe in the power of versatility: “Jack of all trades, master of none—but oftentimes better than master of one.” That mindset helps me stay agile, uncover creative opportunities others might miss, and constantly improve the way we work. I’m not just focused on making things look good—I care about making them work harder, resonate deeper, and ultimately, deliver results for the clients and customers I serve.
Listen up.
The sounds of joy - To make the holiday radio ad truly stand out, we leaned into the power of sound effects to bring the season to life. From the crinkle of wrapping paper to the laughter and gasps of gift-giving moments, every sound was carefully chosen to evoke the magic and excitement of the holidays. This immersive approach doesn’t just tell the story - it lets listeners feel it.
