December 9, 2011

Bio

I’ve been an advertising art director for over 20 years, learning my craft at agencies like J. Walter Thompson, Young & Rubicam, and Cossette. I even worked briefly for Young & Rubicam in Adelaide, South Australia.

For the past 13 years, I’ve been a freelancer working with a wide range of Toronto agencies as well as with direct clients.

I’ve worked on everything from banks to beer to automobiles, in all media. And that work has been recognized in numerous domestic and international award shows. They include Communication Arts, New York Art Directors Show, Toronto Art Directors Show, and Marketing.

For all that, I believe that the best art direction goes unnoticed. Ironic, isn’t it?

I’ve been fortunate to have worked with some of the brightest minds in the business, on some of the biggest brands in Canada and the world. I approach all projects, no matter how small, with enthusiasm and a strong desire to create fresh, insightful, relevant ideas.

I also believe I have yet to do my best ad.

Maybe it will be for you. I’d be happy to discuss any advertising or design projects you may have. Please contact me on 416-993-8683 or through email at csmith29@rogers.com

December 8, 2011

Recent Work

Print ads (concepts) for Easter Seals.

Normally, I don't include concepts in my portfolio, however this is something I feel strongly about and the more people aware of this issue, the better.

This creative overcomes two problems: Firstly, most people don't know who Easter Seals is, let alone what they do. Secondly, there are hundreds of charitable organizations all vying for donations. People can't possibly donate to all of them, as important as they all are. The insight? The insight, I think, is that people are more likely to donate if they feel their donation will make a difference or go toward something tangible.

Personally, I was floored to learn that some physically disabled children don't even have wheelchairs. I think other people will be too.

So how do you try to get people to donate to Easter Seals? Well, I believe the solution is to quickly communicate who Easter Seals is, and serve up how a single donation can be the solution to this huge problem. A single donation won't cure cancer. But a single donation to Easter Seals can give a child a wheelchair so they can be mobile, gain independance and be just a little closer to being like other children. That's amazing and I believe compelling. Also positioning Easter Seals amoung other charitable organizations people are familiar with, helps.

The art direction is simple and vivid. Essentially setting the stage for words.

By including faces looking to camera, there's an emotional element people will react to. Not to mention, putting a face to this relatively unknown organization.

And if people read the copy, they'll learn more about Easter Seal's commitment.

Art Director / Writer

January 30, 2011

Bridgepoint Health outdoor campaign

These boards lead to a website about the complexities of treating three or more medical conditions at the same time. A huge problem as the general population ages.