Before that, he spent a decade at Rethink, working on brands across the Vancouver, Toronto, Montreal, and New York offices — everything from ketchup and beer to Swedish furniture with too many screws. Along the way, he led national work for A&W and McCain, and helped shape local favourites like BCAA, with a belief that the best ideas are simple, strategic, and a little dangerous.

His work has been awarded at Cannes, The One Show, D&AD, ADCC, Communication Arts, and everywhere else that hands out trophies.