WORK
Spec work
Self-initiated concepts and ideas, not commissioned by the brands shown.
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.
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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.
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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.
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