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#THANKAFRAMER Month Salutes American Heroes

Tuesday, January 30th, 2018

Social media-driven video campaign knocks it out of the park

Having worked with Jib for 14+ years on Norbord‘s US advertising, I perked up when an unusual brief crashed onto my desk last summer.

It said, “Norbord wants to show big love to framers,” the carpenters who install its wood-based wall sheathing, sub-flooring and sub-roofing products.

Thank A Framer

I immediately thought video… something that would frame hardworking framers as American heroes.

Side note: Some 95% of US framers are Hispanic, and as you might’ve heard, the US administration is not exactly in the midst of a “We Love Hispanics!” moment. They seem to be the only people in the US who want to earn $8-12 grand a month doing rough carpentry.

I wrote a video script, an “Ode to American Framers” poem to accompany it, the THANKAFRAMER website, developed a contest and a print campaign to launch it in the trades.

ThankAFramer Screengrab

We launched #THANKAFRAMER in English and Spanish via Facebook and other social channels on Sept 1/17.

Objective: 500,000 views by month’s end. Reality: 800,000. By November, we’d hit 1.5m.

The response from framers was rapid and unequivocal: They LOVED it! The thank-yous to Norbord poured in profusely. They posted pictures of themselves, their framing crews, their best work, their families.

Young American men and women wrote, asking how to become a framer.

It was mind-blowing, moving and downright tear-jerking. I’ve never created anything this well-received.

Meanwhile, we cajoled Norbord to donate — at first US$200,000; weeks later $1.1 million — to the US Home Builders Institute, to fund new training & recruitment programs aimed at addressing the shortage (currently at 200,000) of skilled laborers in US home building.

The next phase involves recruitment using humor. Watch this space.

Saponetti cleans up in Toronto

Wednesday, July 5th, 2017

Turns out, recycling sucks.

This fresh, new startup delivers all kinds of high-quality, nicely scented and non-scented housecleaning, laundry and body washes to Toronto homes in mason jars, which they collect and reuse when they visit you next time. You pour the mason jars’ contents into your existing plastic soap containers and keep reusing them. Why do this? Because, as you may not know, recycling ain’t nearly as green as we’re told it is.

Saponetti stops the recycling cycle cold.

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Upsiide’s Automatic Website

Wednesday, January 18th, 2017

New Website Automates Market Research

A recent project with to word together a great idea — user-directed market research, at both the client and consumer levels.

Zinata – Brave new company gets bold new website

Tuesday, October 18th, 2016

Collaborative of deeply experienced supply chain experts

They learned their craft working with big names like P&G, and call themselves “the anti-consultants”. I met the principles of Zinata for my briefing and was most impressed with their brilliance and BS-free approach to a very BS-freighted industry. Here’s the site I wrote — with an absolute minimum of corporate gibberish. It was my first time working with anti-consultants. I recommend it.


Zinata 3

Zinata 1





Bradlee Ryall Golf Academy – New Website

Tuesday, October 18th, 2016

Bradlee Ryall – Elevating The Teaching of Golf

Bradlee Ryall, championship golfer and legendary instructor, operates the leading golf academy in the region. His operations span six golf courses throughout the western Greater Toronto Area and Southern Ontario. I was brought in to meet the man, absorb his impressive story, and write the copy for the new site. Bradlee likes a bit of humour, which makes frequent appearances on the site. And’s designers knocked this project right out of the, um, fairway.

Bradlee Ryall Golf Academy Landing Page

Bradlee Ryall Golf Academy Sample Page

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Recent websites I wrote, creative directed or both

Tuesday, August 12th, 2014

Click links below images to visit websites












Iris Software


Iris Autograph


LV Lomas


Lomas Logistics

Hexja Composites of Poland

Wednesday, October 9th, 2013

New Website for Auto Racing Components Startup





Lovely writing job that came in from Poland via web search. Hexja Composites makes carbon fibre racing components for Formula 1 clients, as well as high performance parts for wind energy and aerospace customers. A great client who took the time to brief me very well, and didn’t change a word of the first draft. Thanks, Google.

Jackson Marketing – New Website

Tuesday, August 20th, 2013

All things to all people

One of my oldest Toronto clients, Jackson Marketing, asked me write the left-brain/right-brain website redo they’d conceived for their ad agency. The challenge was formidable: Write in the most classic corporate-speak I could muster for the left, and in bent tones for the right. You decide if it’s successful/sick. screengrab

Jackson Marketing Website

Eblast announcement
Jackson Marketing Eblast

International Cool Chardonnay Celebration Campaign

Tuesday, August 20th, 2013

The Rebirth of Cool Vol. III

Working with Richard Marazzi Design, I wrote and now give you the fruits of our campaign for the International Cool Chardonnay Celebration. This was the third annual three-day Niagara wine party, and attracted top cool-climate chard producers from around the world, all pouring their best. I was paid 50% in fine wine. Currently seeking diamond clients open to barter.

Banner Ads


Magazine Ad


Event Poster







Earth Inc. Website

Thursday, June 6th, 2013

Earth Inc., the world’s most outrageously imaginative landscape architecture firm, asked me to write a few words for their new website, my third time doing so in 10 years or so. Have a look.

Earth Inc Web