campaigns
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Campaigns
Creative Review of Kings Plate concepts for 2026 campaign utlizing 2025 live Photo Shoot.
The King’s Plate Campaign 2024 - 2026
Client: Woodbine Entertainment Group
Role: Creative Director/Lead Senior Design Manager
Campaign Creative Direction: Brand Evolution | Photography & Art Direction
THE CHALLENGE
Canada's most prestigious horse racing event has evolved into much more than a day at the racetrack. The King's Plate is now a celebrated summer experience centred around fashion, music, entertainment, and tradition, attracting more than 15,000 guests annually.
For five years, with the exception of 2023, I was entrusted with evolving the campaign's creative direction to attract new audiences while preserving the prestige and heritage that make the event so iconic.
CREATIVE DIRECTION
The vision was to bring together two distinct worlds: the timeless elegance and regal history of horse racing with the modern, fashion-forward energy of today's entertainment scene.
Working alongside Fuze Photography Services, we developed a visual direction that celebrated this contrast through expressive typography, floral elements, and striking imagery. The goal was to create a campaign that felt sophisticated yet approachable, capturing both the heritage of the event and the excitement of the experience.
PHOTOGRAPHY & ART DIRECTION
Rather than recreating the event experience in a photography studio, we conceptualized an on-site photoshoot that used the actual event as our backdrop. By capturing the fashion, atmosphere, surroundings, and energy as they naturally unfolded, we created authentic imagery that brought the campaign to life and gave audiences a genuine glimpse of the experience awaiting them.
THE RESULTS
The campaign continued to build recognition and strengthen The King's Plate identity as a premier Canadian sports and entertainment event.
In 2024, the event welcomed 18,000 attendees, representing a 25% increase in attendance compared to previous years.
The result was a campaign that celebrated tradition while continuing to move the event's identity forward — creating an experience that extends well beyond the racetrack.
Mohawk Million - 2024
Client: Mohawk Park Racetrack
Role: Art Director/Lead Senior Designer
Campaign Creative Direction: Brand Identity | Art Direction
THE EVENT
Making its debut in 2020, the Mohawk Million quickly established itself as a major fixture on the Canadian horse racing calendar, earning its reputation as Canada's Richest Night of Racing.
CREATIVE DIRECTION
The campaign was built around one defining message: the $1 million prize. Using a bold combination of gold and black, the visual direction conveyed prestige, exclusivity, and the excitement of a million-dollar race. Strong typography and striking photography brought the campaign to life, capturing the intensity of competition and the emotion, pride, and passion of the winning connections.
THE RESULT
What began as a new racing event in 2020 has grown into an annual highlight on the racing calendar. With increasing participation and attendance over the years, the Mohawk Million continues to build its reputation as a premier racing experience in Canada.
Austin, Texas Annual Company Retreat
Client: Cushman & Wakefield Role: Creative Director & Designer
THE PROJECT
A specialty campaign created for North America's Top 100 Sales Professionals Retreat in Austin, Texas. The goal was to create a distinctive event identity that celebrated sales excellence while delivering a memorable and cohesive experience for attendees.
CREATIVE EXECUTION
Led the creative development from concept to completion, including custom logo design, a promotional video teaser, event collateral, and branded merchandise. Every element was designed to carry a consistent visual identity, building excitement ahead of the event and extending the experience throughout the retreat.
RECOGNITION
The campaign received a 2019 Design Edge Award, marking a significant career milestone as the first Canadian designer to receive this recognition.
203 College Street - Condo Retail Leasing Campaign
Client: Parallax Development Corp c/o Cushman & Wakefield. Role: Lead Designer & Web Developer
THE CHALLENGE
Develop a campaign aimed at young professionals and entrepreneurs, promoting the unique live-and-work opportunity offered through Parallax's combined condominium and office spaces. The goal was to position the development as a modern lifestyle choice that brings business and personal living together.
CREATIVE DIRECTION
Working within Parallax's existing brand identity, I elevated its signature pink gradient into a bold, contemporary visual direction that appealed to a younger, design-conscious audience. The result was a fresh and energetic campaign that moved beyond traditional real estate advertising while maintaining brand recognition.
CAMPAIGN EXECUTION
The campaign extended across multiple marketing touchpoints, including website design, a promotional brochure, direct mail, and print advertising. Each piece carried a consistent visual language, highlighting the flexibility, convenience, and appeal of combining living and working in one space.
Penny Media Kit
Client: Penny
Role: Freelance Graphic Designer
Creative Direction: Web Design | Infographic Design | Brand Application
THE PROJECT
Developed an infographic-style webpage for Penny, a startup introducing a financial tool app designed to make money management more accessible to a younger audience.
CREATIVE APPROACH
Working alongside a copywriter from C Communications, I translated the messaging into an engaging visual experience that balanced information with design. Taking inspiration from Penny's existing website and brand guidelines, I maintained visual consistency while introducing a fresh and approachable layout.
DESIGN EXECUTION
Sourced and curated imagery that reflected Penny's youthful demographic, using visual storytelling, clear information hierarchy, and engaging graphic elements to make financial content more relatable, accessible, and easy to navigate.
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Breeders Crown Campaign
Client: Woodbine Entertainment Inc. Role: Creative Director & Designer
THE PROJECT
Developed a dynamic campaign to promote the Breeders Crown, a prestigious Standardbred horse racing event held every two years, bringing together the sport's top horses, drivers, and trainers. Recognized as one of the premier racing events in the industry, the competition showcases the best of the best and serves as an important milestone in the racing season.
CREATIVE LEADERSHIP
As Lead Designer, I was responsible for developing the campaign's visual direction and overseeing its creative rollout from concept through production. Working with a team of junior designers, I managed creative assignments, provided design direction, and ensured consistency across all campaign materials and marketing channels.
THE RESULTS
The campaign generated more than 150,000 views across website and social media channels and contributed to a 13% increase in event attendance compared to the previous edition. The result was a strong campaign that elevated the event's visibility and celebrated the calibre of competition that defines the Breeders Crown. Digital and Print campaigns were executed along with commerical spots on local radio stations.
Social Media & Web Presence
Client: Whiplash Factor Bloggers & Influencers
Role: Creative Director, Animator & Designer
When my new clients Karen and Carmen of Whiplash Factor approached CSDcreative, they had an established brand looking to strengthen its social media presence and expand its digital reach. The goal was to bring new energy to their online presence through engaging, animated stories, social posts, and refreshed email campaigns. Alongside the social media and e-blast redesign, I was entrusted with creating their animated Holiday Campaign, which was featured on their website, bringing a fresh and festive visual experience to their brand.
Pepsi North America Cup
Client: Woodbine Entertainment Group
Role: Creative Director & Designer
Creative Direction: Design Management | Campaign Creative | Team Leadership | Event Marketing
As Design Manager for the Pepsi North America Cup, one of the premier events in Standardbred horse racing, I was responsible for overseeing the creative development and execution of the event's marketing campaign. Working within the established Pepsi and Woodbine brand guidelines, I led a team of designers in developing cohesive visual communications that captured the excitement, prestige, and competitive spirit of the race. From campaign concepts and promotional materials to digital, print, large-format displays, and event-day signage, I managed the creative process and production rollout, ensuring consistency across every touchpoint. The focus was to create a recognizable campaign that elevated the event's profile, engaged racing enthusiasts, and delivered a memorable experience for guests and industry partners.
Other Featured Projects
