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WIND Mobile


WIND Mobile needed to introduce itself to Canadians as the new national wireless service. The key communication was the company’s resolve to deliver a superior wireless experience to consumers long frustrated by the offerings of the big three incumbents.

The WIND Mobile site was designed as a community platform, where users were asked to make suggestions, share ideas, and ask questions about how wireless service in Canada could and should be better. WIND executives, from Customer Service to the CEO, responded. WIND now has the most active and integrated social platform in Canadian telco. WINDMobile.ca won Gold at the 2010 Canadian Marketing Awards.

Creative Direction: —Ben Playford
Art Direction: —Ella Potyrala
Design: —Sebastian Speier
Agency: Trapeze | 2010


 
 
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Harley-Davidson Dark Custom


Harley-Davidson’s Dark Custom line of motorcycles was introduced in 2008 as an attempt to gain the attention of a younger, hipper customer base. The strategy intended to find the interest of younger, newer riders without alienating the older core demographic. Harley-Davidson created a sub-brand to market cheaper bikes as being more desirable to younger and cooler people. The Dark Custom line from Harley-Davidson pays tribute to the dirt tracks and drag strips, the uninhibited spirit of motorcycle culture.

In 2012, the Dark Custom micro-site was starting to look dated and out-of-touch with the kinds of digital platforms their young demographic was using. We implemented a brand new full-bleed microsite leveraging Harley-Davidson’s amazing photography, and we also implemented a campaign that leverages a new social platform: Instagram. By using the hashtag #StereoTypicalHarley, you can publish your own instagram photos to the Dark Custom wall.

Art Direction:
—Sebastian Speier
—Lucia Orlandi
Agency: SapientNitro | 2012


 
 
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Mathieu Lefevre: The Stuff Things Are Made Of


Regina Rex presents the first solo exhibition of new and previously viewed artworks by Mathieu Lefevre, since his untimely death in 2011. Lefevre’s work has tirelessly engaged in the idea and materiality of ‘bad’ art, often pairing the underpinnings of language art and tautological revelations, with slap-stick execution. I was asked by Regina Rex gallery to put together a standalone takeaway piece that embodied the essence of his work. A quote from his book, Guide Pratique pour artistes, emblazons the back, while numerous art-traps are featured on the front.

Mathieu Lefevre was tragically killed while riding his bike on October 18, 2011. Find out what you can do to support justice.


 
 
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The Drake Hotel


The Drake Hotel is a hotbed for culture and, as a building, a landmark of Toronto’s history and heritage. It has become a venue for culture to thrive and for people to participate both locals and tourists. A community cornerstone, renowned boutique hotel, live events venue – The Drake is all of these things. It’s a space that invites discovery.


The new website acts as a home base for a growing community, frequently updated with engaging content. Aesthetically, it leverages the Drake’s ever-popular Flickr pool, where users can submit their own photos from a relaxing afternoon in the Lounge, to a wild night in the Underground. The site backgrounds are real photos pulled dynamically from the Drake’s flickr pool, and give a raw and authentic experience that’s not only representative of the Drake itself, but of the people who stay and hangout there. The site also includes expandable, scalable pillars, allowing for new entities, business branches and e-commerce opportunities for the Drake General Store.

Art Direction:
—Sebastian Speier
—Ella Potyrala
Design: —Kam Nong
Agency: Trapeze | 2010


 
 
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Jeep Wrangler Call of Duty: MW3


The Jeep X Call of Duty campaign centered around a Facebook sweepstakes engineered to give away the very first production model 2012 Call of Duty Wrangler MW3 Edition. Our goal was to engage a younger audience in order to improve future consideration for the Jeep brand. We created a game on Facebook that resonated with the COD franchise: bringing in game-play mechanics and mission-play familiar to the target market, that would hit them where they are. The game incorporates four missions rolled out over six weeks. Each mission giving the player a chance to increase his odds of winning the vehicle.

To accompany the game, we also designed an experience on Jeep.com that celebrates and informs the consumer about the special edition vehicle features. Also included in the experience is a page devoted to the COD XP event hosted last month by Activision. It was designed, again, to bring home Jeep’s connection with Activision and the COD franchise to this younger audience.

Art Direction:
—Sebastian Speier
—David Fasullo
—Mikhail St-Denis
Agency: SapientNitro | 2011