hello!

I'm Christian. Senior Creative Director in Toronto, leading work across Canada, EMEA, APAC, and LATAM.

I trained in agencies. J. Walter Thompson, Publicis, Juniper Park\TBWA. SickKids, Tim Hortons, Rogers, PepsiCo. Some of it was recognized at Cannes, the One Show, ADCC, and the Clios. The stuff I'm proudest of is harder to put on a shelf.

Then I went in-house. First at Loblaw, Canada's largest grocery retailer, across PC Financial, President's Choice, PC Optimum, and No Name. Now at DECIEM, leading global creative for The Ordinary and NIOD. Being closer to the brand, the business, and the people building it makes the work better. I still think like an agency creative. I just get to stay in the room when the decisions get made.

Day to day I lead through a team of discipline heads. Editorial, art direction, retail design, visual merchandising. Most of the job is protecting the idea and giving people room to have better ones. At Loblaw I started a speaker series to get the team in front of people outside our own building. Started the same thing again at DECIEM.

Creativity doesn't belong to any one age, culture, or background. It shows up in a meal you didn't expect, a city you can't stop thinking about, a conversation in a language you barely speak. My job is to stay open to it and bring it back into the work. I'm building AI into how my team works, mostly to get to the sharp thinking faster. The instinct stays human. That's the part I'm not outsourcing.

I volunteer with Out of the Cold. Most grounding thing I do.

Christian