Unpublished work

ePhysician portal concept: Changing health care

Capgemini was preparing a joint pitch with HP in response to an eHealth initiative at Ontario’s Ministry of Health and Long-Term Care. As part of our response, visual mockups were created to present a conceptual framework of potential functionality and user experience, as a way of framing discussion and opening dialogue with the client. While integrated records management has still not been implemented in the province, this concept shows some of the power and potential of an integrated approach.

TIFF: Promoting the ‘festival of festivals’

For the 2007 Toronto International Film Festival, we were asked to come up with a promotional campaign that would reach new audiences.

We developed a campaign that focused on having the audience self-identify as their favourite genre. The ticket mnemonic with “Admit one” tagline was a play on words, instructing the festival to admit films of that genre, but also giving the viewer permission to “admit” to their cinematic guilty pleasure. Rather than using strict “Academy” film genres, we opted to go for more colloquial terms, to make it feel more like a grass-roots campaign.

We envisioned a teaser campaign prior to the launch, asking the question, “WHO ARE YOU?” The campaign would then launch with an extensive postering campaign, with the posters being mounted using staples instead of glue, in order to encourage people to steal the ones they liked. T-shirts would also be available for every genre, allowing people to further “self-brand” themselves with the festival nomenclature. The campaign would have branched out into print, film trailers, the Web and social media.

The visual pun could even be extended to the festival volunteers’ t-shirts, which could read “I AM VOLUNTEERING.”

Ultimately, the festival directors couldn’t get past the “I AM” statement, believing it was too close to a long-extinct beer campaign slogan (despite a very different execution), so this concept unfortunately died before launch.

Strategic creative: Scenarios and concept development


Working closely with Capgemini’s Digital Asset Management consulting group in 2003, i led a creative team to collaborate and brainstorm over a couple of days to develop scenarios and storylines for a future media landscape 5 to 10 years into the future, specifically geared around consumption of media and how digital asset management (and rights management) technologies would play a role.

We developed a set of scenarios that touched on video, audio and printed media in a world with pervasive high-speed wireless networking, and where consumer media is accessed from the “cloud” rather than stored locally. (This was years before the concept of “cloud computing” would have been considered even remotely viable.)


We came up with a name, a visual identity, and mocked up several user interfaces that showed how media would follow the user and adapt itself to the context in which it was being played back or viewed… everything from desktop computers and mobile devices to home theatres and automotive systems.


The opportunity to stretch out and explore the thin edge was very exciting, and the scenarios gave the sales team something concrete which they could take out to clients and demonstrate our thinking.

From the vault: Various identities

Some of these were branding exercises that launched and then went in a different direction (or that vanished for one reason or another). Others were just creative exercises or playing around with ideas.

Top row: (left to right) Brand identity for an initiative by Cadillac Fairview to expand their IT reach into their retail properties by offering data and networking services to their tenants. // A creative accident turned into an exploration of a possible future visual identity direction for a Canadian television network. // Reactor art-directed the first few issues of a new hockey magazine. This was my contribution for consideration for the masthead.

Bottom row: (left to right) Brand naming and visual identity for an IT outsourcing joint venture between Capgemini and Hydro One. // Creative exercise to come up with a name and identity for consumer media free of digital rights management. // An data synchronization service where information becomes “loyal” to its owner, and changes get automatically pushed out through the network to subscribers. What better represents loyalty than a retriever?