The work can include concepts, copy, advertising creative, campaign ideas and creative direction.
WORK
Spec work
SPEC · AIR CANADA
Air Canada
Two directions. One makes the route and the flight the thing being advertised. The other gives someone who already has a ticket a reason to upgrade.
View project →
SPEC · IKEA
IKEA
Two directions. One says out loud the other job people give a product at home. The other starts with the moment that sends someone shopping, then makes the product the answer.
View project →
SPEC · FICTIONAL BRAND
POC Clear Aligners
A fictional brand built around one habit: hiding your smile so often you stop noticing. Three executions carry it from public, to personal, to alone.
View project →
Spec work is self-initiated. It wasn’t commissioned by the brands shown.
WHAT THE STUDIO DOES
The work depends on the project.
ONE-TIME PROJECTS · RECURRING CREATIVE SUPPORT
EXPERIENCE
Experience behind the work
Before starting Proof of Concept, Shemar Dorset spent three years running marketing for a Montreal-based insurance broker. His work covered creative, content, media, production coordination and the daily marketing operation.
AD BUDGET · TWO YEARS
He was trusted to manage more than half a million in ad budget across two mature years.
TRACKED INBOUND LEADS
Growth in tracked inbound leads.
PAID SOCIAL · ONE YEAR
Paid social reached 11M+ people in one year, nearly double the year before.
BEYOND THE CONCEPT
Some ideas need more than the concept.
Proof of Concept can develop the concept and creative direction, prepare the brief, coordinate with outside specialists and stay involved through execution. The specialist still does the specialist work.