I began my career in marketing at a publishing company, then eventually moved on to become an art director of magazines. Basically, I spent the first part of my career working in a two-dimensional world; eight years in total. I was in charge of the creative look for each book and for maintaining a branded standard across time. I organized photo shoots throughout the world and created a network of freelancers whom I knew could confidently produce quality work.
While in this two dimensional world, I also started a business. Cowbell Restaurant opened in 2007 offering a farm-to-plate menu, a risky venture at the time because Toronto had no infrastructure set up to work directly with farmers. Cowbell changed that infrastructure. Our success was almost immediate; we landed in top 10 lists of restaurants across the city.
At the same time, content shifted to a three-dimensional world. Stories no longer effectively reached their audience with just the printed word and photos. This was a wake-up call for me and within a year I’d developed a strategy to go back to school. I got my Bachelor of Fine Arts in Visual Arts, followed by my Master of Fine Arts in Documentary Media. Throughout, I made films and put on art exhibitions of my photographic works and won awards. But mostly I opened my eyes to the three-dimensional world and all its possibilities.
In the past ten years I’ve created projects and I’ve had the opportunity to work on other people’s projects (check out that portfolio link!). The motivation always being to learn about new formats, new techniques, new artists. Currently I am a Multimedia Producer at LifeSpeak where I create wellness videos for companies and their employees to learn about parenting, stress, nutrition. etc. I also oversee the creative department, maintaining consistent branding across platforms; this is mission critical and includes all the ways our clients engage with us – everything from our subscription-based video site to our email campaigns to our printed materials.