My name is Braeden. I just graduated
from the OCADU Advertising program with a minor in Onscreen Media. I'm looking to work in an agency where I get to grow and learn from the best. Get in touch if you'd like to hire me, collab on an art piece, or if this quarantine just got you a lil lonely.
For my thesis I chose to tackle the trust crisis affecting middle-lower class Canadian consumers, many of whom passively distrust the entire industry (ranking its practitioners lower than politicians).
By creating a series of PSAs I can encourage consumers to think about advertising more critically, as my research showed that healthy skepticism can lead to a more engaged and trusting audience.
I began with a photo series depicting 4 main categories of advertising that are commonly criticized; Beauty, Athletic, Fashion, Food, Education.
Each photo is carefully lit to allow the foreground to be filled with the lights and equipment themselves, reflecting on some of the things affecting the shot that consumers typically don't consider.
I then chopped up the photos in photoshop and brought them into 3d software to map them onto basic geometery. I used this effect to create interactive ads for the web, supporting social medias, and interactive digital OOH.
Lastly, I developed a microsite designed to be the ultimate tool to educate and develop trust with consumers.
ART DIRECTION, PHOTOGRAPHY, DESIGN
by Braeden Meck
Survivors of heart surgery usually carry a vertical scar running down their chest, a constant physical reminder of their battle. To help survivors feel less alone with their mark, we collaborated with social media platforms to offer a digital mark called the Heartmark that BHF donors can wear to show solidarity with survivors and prove to the world they contribute to the cause.
By offering tiers of marks based on donation length, we introduce gamification into BHFs subscription model should result in less churn, particularly when you consider the public pressure the Heartmark will generate.
Red Heart
1-3 months
Silver Heart
3-6 months
Gold Heart
6-12 months
Platinum Heart
12+ months
Given that existing BHF donors skew older, we wanted to ensure our campaign could bridge the gap between analog and digital for the less tech-savvy. These mailers use NFC to allow the user to tap their phone to reveal the full message.
With an older demo, we wanted to make sure we had a mailer campaign that can lead to more donors connecting the Heartmark to their social media profiles.
Wtih most new phones featuring NFC, we can cheaply embed a chip into our mailers so users can fill in the blanks by tapping their hone to the brochure.
Aside from our mailers and Youtube pre-roll we wanted to extend the campaign to our owned socials:
ART DIRECTION, PHOTOGRAPHY, DESIGN
by Braeden Meck
COPYWRITING, CREATIVE IDEATION
by Jake Pritchard
Sigma is lacking a specific tone, style, or approach to their advertising. I wanted to develop an idea that could work across their lens lineup, allowing them to showcase individual attributes (unique focal lengths, rugged design, etc) while also maintaining consistently creative visuals pushing the overall lens quality.
ART DIRECTION, PHOTOGRAPHY, DESIGN
by Braeden Meck
Chivas challenged us to find a way to reintroduce Chivas Regal whisky to a gen-z audience while maintaining the brands roots and premium feel. Unable to shoot in studio, we designed a social first campaign encouraging consumers to freeze their mixer with eyecatching posts that would swipe to reveal recipes and prompts to share.
ART DIRECTION, PHOTOGRAPHY, DESIGN
by Braeden Meck
UGO offers a more transparent and sustainable travel alternative, focusing on giving unforgettable wildlife experiences. We want to introduce ourselves to women aged 25-40 who are keen to travel but weighed with guilt over the environmental and social impact their travel can have.
(Note: we were asked to create a campaign specifically for a Tanzania trip, but with enough legs to be modified in the future.)
Travellers know that blending in with the locals can go a long way towards minimizing their intrusive impact on local life. But with every brand dipping their toe in the sustainability pool, it can be difficult to know the right way to blend in. UGO makes it easier by sourcing ethical local agencies and offsetting carbon emissions.
BRAEDEN MECK
Art Direction
FRANCISCO LEDESMA
Copywriting
SEGEV OPHER
Creative Ideation
LAUREN MCCARTAN
Creative Ideation