Inspired by the concept of music video cameos, our goal was to find a way for Brazzers to collaborate with mainstream influencers, merging the NSFW world with theirs. The challenge? How to penetrate (no pun intended) influencer marketing in a bold, creative way. Finding the perfect fit with TooTurntTony was key. What began as a simple cameo evolved into a viral social campaign, amassing over 57,896,400 views and taking the collaboration to new heights.
The Brazzers x TooTurnTony collab kicked off with Tony’s viral prank, tricking his mom into wearing a Brazzers hat. With 8.2 million views across TikTok and Instagram, it was the perfect spark for this epic partnership!
TooTurntTony’s first day on set with Brazzers was everything you'd expect—chaotic, hilarious, and all captured in his signature vlog style. With over 27 million views on TikTok and Instagram, this behind-the-scenes day became an instant viral hit!
TooTurntTony's Day 2 Vlog took fans even deeper into his Brazzers collab, showing behind-the-scenes moments from his on-set cameo. With 8.8 million views on Instagram, it's another wild hit packed with Tony's signature chaos!
Our goal for the day was simple: get TooTurntTony to fire off some rapid-fire and unexpected questions with the Brazzers talent, creating SFW content to build hype across Instagram, TikTok, and YouTube. The result? Non-stop laughs, wild moments, and over 7 million views across all platforms—pure Tony magic!
In this hilarious clip, TooTurntTony puts his parents on the spot, asking them the ultimate awkward question: will they watch his Brazzers scene? Their reactions are priceless, and the video quickly blew up, earning 6.1 million views on TikTok.
As part of the Brazzers collaboration deal, TooTurntTony was given the freedom to shoot his own vlog content to post on his YouTube channel. The result? A behind-the-scenes look that not only brought in 511k views but also extended the reach of the brand, benefiting both parties!
The good people at Humanaut Agency (Tennessee) brought me in to translate and adapt their Splenda Stevia "Grow Your Own" ads for the French Canadian demographic.
I took care of translating, casting, and directing the studio dubbing sessions. Our goal was to educate consumers that stevia is a plant, countering the misconception that sweeteners are artificial. When adapting the campaign for the French Canadian audience, I focused on keeping the message playful and informative while ensuring it resonated with locals.
Freelance work for: Humanaut
At Sid Lee, I had the opportunity to contribute to the Netflix US and Canada social media accounts, where our focus was on elevating the brand love and engagement. I helped shape buzz-worthy campaigns around monthly releases and upcoming Netflix Originals, crafting compelling content that not only kept fans in the loop but also kept them talking.
Agency work for: Sid Lee
The "Strangely Likeable" campaign for HELLO Toothpaste turns the typical experience with toothpaste on its head — highlighting the surprising truth that people actually enjoy this product.
When adapting the campaign for the French Canadian market, the focus was on preserving the quirky, playful tone that resonates with HELLO's brand, while ensuring it connected with the local audience. Through careful translation, casting, and directing the dubbing session, I maintained the charm and humor of the original message.
Freelance work for: Humanaut
When Secret launched their new aluminum-free Whole Body deodorant line, they wanted to modernize their communication style to connect with today’s savvy, health-conscious consumers.
My role in adapting this campaign for the French Canadian market was to ensure the messaging was clear, relatable, and engaging. Through careful translation, I maintained the playful and human tone, emphasizing the product’s safety, fresh scents, and no-residue formula.
Freelance work for: Humanaut
Powerade Zero is a zero sugar, calorie free fitness drink. The 1st of its class offering all the optimum benefits and refreshment needed during workouts, without any drawbacks. Its formula helps provide energy to working muscles, and vitamins B3, B6 and B12. Driven by the Big Idea that: "less is now more".
Humber College, 2016: John Baek (AD), Myriam Galarneau (AD), Erik Carlson (AC)
Being a light/diet product, we decided to take advantage of the usual gaps found between calorie dispensers aka vending machines.
Again playing on the idea of light, this stunt would feature a Powerade Zero bottle being propelled by air - ultimately making the bottle fly around in the glass frame.
Just like PoweRade, blimps go hand in hand with sports. As a matter of fact, PowerRade is the official sport drink of NASCAR, the PGA tour, the Olympics, and FIFA. This PoweRade Zero branded blimp will continue selling the idea of lightness, while providing fans with exclusive camera angles and behind the scenes views - thanks to its giant screen.
Ebay has always been the home of the rare, unique, old, new, and affordable. But as the vintage and retro found its way back into our lives through movies, tv shows, fashion, and music. We noticed that eBay has an essence of the vintage/retro at its core, with millions of items dating from the 80s and 90s.
To exhilarate this pop age retromania, we decided to establish eBay as the “Home of The Old School” - catering to your own past.
In addition, we created a Google Chrome extension that helps people find the affordable eBay price to any item online - for both new and vintage products.
Humber College, 2016: Carmella Cammisuli (AD), Karen Marshall, Chris Milousis (AC).
Chrome extension that helps people find the affordable eBay price to any item while shopping online - for new or vintage products.
Providing the best deals the internet has to offer. No matter the website.
Inviting people to share the flare of a 90's dial-up connection.
With the exclusive rights to curate “Rogue One: A Star Wars Story” 's collectible merchandise, we generated a demand by taking the present, to the past. Ultimately, replacing Blu-Ray with VHS, next-gen video games substituted by Super Nintendo cartridges, and movie soundtracks with cassette tapes.
Ultimately do the same with other titles and Hollywood blockbusters. (designed by Steelber)
The Bose '"QuietComfort Noise Cancelling Headphones'" print ad campaign delivered a clever and visually captivating way to highlight the efficiency of noise cancellation. By using iconic cartoon sound effects — known for their loud and exaggerated nature — and rendering them in silence, the ads creatively demonstrated how even the most dramatic noises could be completely muted.
The campaign, which was featured on Clios Ads of the World, effectively leveraged minimalist design and playful imagery to capture the essence of quiet, showcasing Bose’s industry-leading noise-cancelling technology."
Humber College, 2014.
At Sid Lee, I had the exciting opportunity of working on the 2017 Cassies (now Effie Awards), helping to invite both clients and agencies to showcase their best work. The campaign that ran was "Winning Is A Good Thing". However, my personal favorite was our second platform, "Sh*t Happens, Who Cares", which encouraged creativity by inviting people to make their own lighthearted, goofy ads. This campaign brought a fun, relatable twist to the world of advertising, proving that even when things go wrong, there’s room for humor and resilience.
Agency work for: Sid Lee
