Recent Work

Associate Creative Director & Copywriter

BMO NXT LVL

Gen Z hates banks. So, we reimagined what a bank could be by opening the world’s first bank branch on Twitch, helping gamers level up in-game and in their personal finances.

A 2x gold Cannes Lion, Effies Grand Prix & CMA Best of the Best.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer

Fountain Tire
Rainfall Warnings

Tire health is crucial when driving in rainy conditions - a fact Vancouver drivers often forget. So, we intercepted them on their way to their vehicles with a warning about driving in the rain, delivered by the rain itself.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Jeremiah McNama; GCD: Troy McGuinness; CCO: Nancy Crimi-Lamanna

BMO Business Carols

Big retailers make a lot of noise during the holiday season. So, to help small businesses compete, we made some noise of our own, by hijacking the in-store airwaves of big box stores with Christmas carols re-written with lyrics that advertise small businesses.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer

Air Canada: ‘Once Upon a Tree’

When two nutcracker ornaments are separated on the Christmas tree, they go to the ends of the earth (or branch rather) to find each other again.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer

BMO Bankable Characters

BMO became the first bank to attend Fan Expo. Problem is, no one is a fan of a bank. So, we disguised ourselves as their favourite video game characters to hijack the thing they do most at Fan Expo: take photos.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Jennifer Rossini; CCO: Nancy Crimi-Lamanna

Oh Henry! Feeding Frenzy

Hunger is spontaneous and unpredictable. So, we created a spontaneous campaign that had Canadians everywhere running to answer the question “Hungry now?”

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Cuanan Cronwright, Leo Barbosa; GCD: Troy McGuinness; CCO: Nancy Crimi-Lamanna

BMO Rainbow Deposits

During the month of Pride, brands are being called out for rainbow washing (displaying rainbows to show their support without any meaningful action behind it). So, we created a tool to turn all those rainbows into support for people who need it most.

  • Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer