These are briefs from businesses I do not work for, worked on short deadlines and judged by people who knew the category far better than I did. It is the quickest way I know to find out whether an idea is any good.
FreshSlice Pizza
SMA Brandstorm — 1st place
2025
A pizza chain whose locations people walked straight past, and an audience that had stopped paying attention.
Recommended a store redesign grounded in colour theory, so that palette and lighting change how the space feels before anyone reads a word of it.
Proposed a spicy pizza eating challenge as a repeatable in-store activation, built to be filmed and shared as much as attended.
Reworked the ordering UI so the digital experience matched the redesigned space it was meant to belong to.
1st
Place, 2025
Cactus Club
The Second Stadium — campaign proposal
Nov 2025
Vancouver hosts the 2026 FIFA World Cup and most fans will never get inside a match. They want the atmosphere of a stadium without the queues, the obstructed seats and the concession food, and every venue in the city was going to chase them with the same generic pub offering.
Positioned Cactus Club as 'a stadium you can actually get into', because during a tournament people spend more, come back more often, and want to watch it with other people.
Pillar 1, menu: a tournament-themed limited-time menu of global dishes mapped to matchday moments, plus a mystery dessert that changes every game day to drive repeat visits.
Pillar 2, matchday: designed the in-restaurant experience around what a real stadium gets wrong, so screens are placed to give every seat a clear sightline, with layered crowd audio, a countdown to kickoff, and halftime polls and mini-games.
Pillar 3, social: pre-match teasers and daily menu reveals, in-game fan reaction and prediction clips, post-match highlight edits, and a private influencer dinner with a shortlist of five Vancouver food and soccer creators reaching 2.2M combined.
Built a decision matrix to pick the launch locations across seven Cactus Club sites, scored on screen visibility, proximity to FIFA fan zones, capacity, foot traffic, and SkyTrain and hotel access.
Costed the campaign at $92,000 across the three pillars with a $10,000 contingency, and mapped a January-to-July implementation timeline.
