Respect. Pride. The jersey. All earned.
The early mornings. The training without a spotlight. The commitment to keep showing up without guarantees. For Rugby Canada and Picton Investments, we built “Earned Not Given” around the effort behind the honour of representing your country. A platform that celebrates discipline, resilience, and the belief that what we work for means more—giving Picton a meaningful way to champion the athletes and the sport.
Role: Creative Director
Built from the ground up. Seen by millions.
I developed the creative platform and carried it through the treatment, narrative beats, storyboards, and shot list. Cinematic live action, raw textures, bold typography, and flashes of Picton’s bear, Murph, brought the athletes’ intensity into a visual system spanning film, social, out of home, and stadium placements. The campaign generated over 2 million impressions in its first month, raising awareness of the partnership and spotlighting the dedication behind the jersey.