Copywriting – Arterra Wines (Wine Rack)

Social content for Wine Rack 2022

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Corkboard Magazine Copywriting – Summer 2022

Arterra wines produces a glossy magazine for their customers, Corkboard, in order to incentivize purchase. I contributed several front-of-book pieces and a feature.

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Copywriting & Editing – Toronto Star

The Toronto Star is one of Canada's most renowned newspapers. We have quite a history together. As a branded content editor, I produced several packages for the Star's Content Studio. I was lead writer for the Star’s acquisitions team, repurposing news editorial to attract and convert new subscribers and increase engagement among current readers. For Star Metroland Media, I produced all B2B content promoting the team’s services to set up their marketing-services department.

Facebook Ads

To drive subscriptions daily, I created Facebook content using the day’s top stories.

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Toronto Star Reader Emails

Working with the superb team at LFTFIELD Inc., I wrote dozens of ads to promote Star readership, subscription and use of the Star mobile app.

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Torstar Regional Ads – Motion

Working with the talented group at LFTFIELD Inc., I wrote these timely social ads to promote subscription to Torstar’s regional newspapers, and to increase readership among current subscribers.

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Full-page Print Ads

These promoted features on the Star mobile app. I worked with the talented and effective team at LFTFIELD Inc.

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Custom Content for Philips

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Star Touch Feature for PC Black Label

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Custom Content for Real Sports Apparel/MLSE

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I produced this content for Star Metroland Media, a B2B division of Torstar

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Simple, engaging social ads I produce for the Star acquisitions team

Custom Content for Real Sports Apparel/MLSE

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Custom Content for Canada Post

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Custom Content for Real Sports Apparel/MLSE

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Custom Content for Real Sports Apparel/MLSE

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Custom Content for Canada Post

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Custom Content for Real Sports Apparel/MLSE

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Toronto Star Gift of Giving Supplement Fall 2013

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Providence Healthcare Editorial Supplement January 2013

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Custom Content for OLG December 2012

Copywriting – Black Kassel (Piller's)

Black Kassel Charcuterie Guide

Working with the fabulous strategy/design team at Weaymouth Creative, I wrote this pairing guide for Black Kassel USA (Piller’s in Canada). It featured the brand’s top sliced meats, with food styled by Adele Hagan, props by Catherine Doherty, captured by Vince Noguchi Studio and printed by Andora Graphics. I also wrote an extensive brand book, which is confidential.

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Copywriting – Globe and Mail

Here you'll find my selected contributions to the Globe Content Studio, as project editor and video producer.

Mangia Italiano series – Italian Trade Agency

In this series, writers Emma Waverman, Lisa van de Geyn and Maryam Siddiqi wrote six articles showcasing authentic Italian ingredients: those with the DOP or IGP designation. The mandate of the ITA is to encourage understanding and purchase of genuine made-in-Italy products, and these lively stories brought that mandate to life for Globe readers. Journal/filmmaker/editor Sean Liliani shot an accompanying video for one of the pieces.

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LCBO Testing Lab Feature

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How To Do Business @ 39,000 ft. – WestJet

Despite its cheeky slug, this series of articles by Nick Krewen was created to highlight existing and new business features on WestJet's fleet.

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Guys in Control – TENA

Some writers may shy away from contributing to a series about male incontinence, but not Lisa van de Geyn, Kristy Woudstra and Anna Sharratt, who took a sensitive topic and created a series of articles that were sympathetic, informative and at times funny.

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Copywriting – TJX Canada

Since 2016, I’ve been hired by TJX Canada (WINNERS, HomeSense, Marshalls) to write in-store signage, e-blasts, online features, Facebook/Instagram ads and more. This page is being updated.

HomeSense Summer Recipes Eblast Lobster Roll.jpg

HomeSense Summer Recipes Eblast Sugar Pie.jpg

Copywriting – Misc

Other Writing

Prior to the launch of the OCS, I wrote the information section of the site

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Outdoor Canada Fair Trade Guest Column

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LCBO Craft Spirits Shelf Talkers

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2 Magazine Articles

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Canadian Pharmacist Column

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P&G Advertorial

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Toronto Star Advertorials

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Social Campaign – World Animal Protection

World Animal Protection – Instagram/FB Campaign

In the fall of 2021, working with ONE Unltd and Ramp, I worked on a proprietary social-media guide for World Animal Protection, leading to the creation of a successful social and OOH campaign.

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Social Campaign – Tilray Cannabis

Tilray Medical Cannabis – Insta

In the spring of 2022, I was hired by US! Communications to fill in for their senior copywriter. I ideated and wrote all June social content for their Tilray medical cannabis client. The brand loved the work’s humour, energy, deep research and brevity.

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App Content – Knowbie

Knowbie – Restaurant Server Training App

For a year, beginning in late 2020, I was tasked with writing all content for knowbie — a new app that makes training hospitality staff in beverage service easy. This gamified app is fun, easy and customizable. It included quizzes, quick lessons and deep beverage-alcohol knowledge. It is currently in the beta-testing stage.

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iOS Screens

The app takes users through information, a recap and, finally, a quiz. Custom photography and illustrations accompany simple text.

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Branding – Glenn's Edibles

Glenn's Edibles – Branding and OCS Entry

In 2022, I worked with designer/strategist Michelle Luk on this cannabis brand. We also collaborated on all documentation necessary to apply for retail representation at the OCS.

Tagline

Glenn’s proprietary manufacturing process enables multiple flavour combinations via a “ripple” containing a secondary flavour. This, along with the classic effects of THC, inspired the tagline.

Brand Guidelines

I created all the brand-storytelling elements for this doc. (Design details and proprietary info have been omitted.)

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Branding – Stone & South

After Kingston's CaraCo Development Corp. launched Stone & South, a condo project in Gananoque, Ont., I and a biz partner — Michael Willson of buddhabutter — won the opportunity to brand this development. CaraCo, a renowned family-owned company, trusted us with some progressive ideas to make these riverfront properties stand out even more.

With director Eden Robbins, we produced videos to introduce prospective buyers to some of the locals.

Chef Milton Tanswell

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Shannon Treaner, owner of The Socialist Pig coffee shop

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Stone & South Website

I advised on the nav and wrote all copy for stoneandsouthcondos.ca.

Branding – AuVerre Decanter

AuVerre

In 2017, I was hired by Riverstone Branding to provide a tagline and supporting copy for a revolutionary wine-preservation system. Given my love of food and drink, I thoroughly enjoyed being part of the project. You can pre-order the decanter here.

Gourmet Food & Wine Expo Display

Branding – Jinlet

Branding, Tagline, Website & Pack Copy

In the fall of 2021, I was hired by strategist/designer Michelle Luk to write initial branding decks, tagline, web copy and pack copy for a series of new alcohol-free “gin” cocktails called Jinlet.

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Branding – Tonica Kombucha

Tonica Kombucha Brand Story

To augment Tonica’s existing branding and to promote the new can format and flavour updates, I wrote storytelling copy for designer and strategist Michelle Luk.

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Magazine Editing – Porter Airlines

re:porter Magazine

In the spring of 2017, I became the executive editor of Porter Airlines’ inflight magazine, re:porter. Being back in the editorial world during this 18-month contract was a fantastic experience, and the dreamiest moment was launching the first-ever food issue. The magazine continues to be a great success.

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The inaugural re:porter Food Issue

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Magazine Editing – Misc

After graduating from Ryerson University's Magazine Journalism program, I worked an a senior editor at Canada's top publications.

Most recently, I was the executive editor of Porter Airlines' inflight magazine, re:porter.

Saturday Night was a legendary Canadian culture, arts and politics magazine that ran from 1887 to 2005

Chatelaine is Canada's foremost women's magazine

Outdoor Canada magazine is the country's most popular outdoor sports publication

Elm Street, founded by renowned journalist Stevie Cameron, was an arts, culture and politics magazine for women

Pursuit, and its brother publication, REV, were early custom-content magazines

REV, and its sister publication, Pursuit, were early custom-content magazines

The Ryerson Review of Journalism is Canada's version of the Columbia Journalism Review

Rouge magazine was the print version of beauty program by P&G U.S. and Canada

BC Business is the province's foremost business authority

Expressions was Acura Canada's loyalty magazine

Content Director – LCBO

As a long-time editor and, eventually, content director with LCBO, I produced dozens of print and digital pieces, and launched the new Shopping Guide, the redesigned lcbo.com and LCBO's beverage styles system. Most recently, I organized and wrote the online Holiday Gift Guide and all in-store signage for the holiday season. It was a whopper of a project, but a joy to put together.

Design partners included Leo Burnett and Parcel Design. Additional projects featured the work of Karen Lim Design, Cundari, Blammo Worldwide, Up Inc (Goods & Services) and more.

LCBO My Italy magazine Late Winter 2012

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I specialize in food and beverage matching, often for LCBO's Food & Drink magazine

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LCBO Classic Cocktails magazine Winter 2010

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LCBO Inaugural Shopping Guide March 2015

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LCBO Ontario Craft Beer Guide Fall 2011

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LCBO Shopping Guide April/May 2015

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Relaunch of lcbo.com Summer 2014

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LCBO Recipe Booklet Late Summer 2015

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LCBO Recipe Booklet Summer 2015

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LCBO Launch of Beverage Styles Spring 2013

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Rum 'n' Rhythm Cocktail Booklet Summer 2013

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LCBO ModOz Magazine Spring 2012

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A Tale of Two Countries Magazine Spring 2013

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LCBO Tequila Pocket Guide Summer 2011

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LCBO Whisky Rocks Promo 2010

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LCBO Easy Xmas Booklet

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TV & Radio – Scripts & Appearances

I was fortunate to have been a regular guest — the Green Living Expert — on Steven & Chris, which aired on CBC. I've also written radio and TV scripts for several clients.

Steven & Chris Green Kitchen Episode

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Steven & Chris Green Bathroom Episode

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Steven & Chris Green Cleaning Episode

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Kids Up Front Charity Promo Spot (Script)

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Web Creation & Relaunch

Over the past 15 years, I've developed and produced several interactive digital projects for top brands.

LAN Solutions – Website Revamp

In the spring of 2021, I was hired to revamp the copy and homepage imagery for these Calgary-based network experts. Business needs during COVID had increased their client base and offerings, and it was time for a modernized tone and look. I worked with Dublin-based international designer/consultant Leon Hayden and LAN’s internal dev team on visuals.

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Mindfully Yours Website Launch

In the fall of 2020, I worked with corporate-guru-turned mindfulness coach Adriane David to launch her new website.

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LCBO Riesling interactive experience Summer 2012

In the summer of 2014, lcbo.com enjoyed a complete relaunch. With no migrated content, our small team developed the sub nav and produced all launch content

In spring 2013, I was instrumental in launching the LCBO's beverage style system, beginning with wine. Later, I updated it to fit within the new lcbo.com

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Stone & South Condos

This naming and branding project for a development in Gananoque, Ontario, was a collaboration with Buddhabutter. The work included all collateral from print products to online interviews and videos.

Check out Stone & South.

The Hellmann's Real Food Movement project included writing, social, community management and liaising with celebrity chef Chuck Hughes

Web writing, social and liaising with celebrity chef, Chuck Hughes.

Rouge.ca and Rouge.com were the digital versions of a beauty program by P&G U.S. and Canada

As content director of Green Living Enterprises, part of my role was to produce new, and overhaul existing, content on GreenLivingOnline.com

Branding, Tagline, Website & Pack Copy

In the fall of 2021, I was hired by strategist/designer Michelle Luk to write initial branding decks, tagline, web copy and pack copy for a series of new alcohol-free “gin” cocktails called Jinlet.

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Motion Interviews – MCAP

Video Interviews & Scripting

In 2020/2021, I was hired by ONE Unltd to create questions and perform on-camera interviews with C-suiters and execs from MCAP, Canada’s largest independent mortgage finance company.

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Promotion – University of Toronto

U of T

Working with strategy/design team ONE Unltd, I wrote and curated copy for the University of Toronto’s Arts, Science and Engineering
Co-op and Internship Programs’ brochure, available at North America’s fastest-growing tech conference, Collision, in 2022.

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