Recent Work
Associate Creative Director & Copywriter
BMO NXT LVL
Gen Z hates banks. So, we reimagined what a bank could be by opening the world’s first bank branch on Twitch, helping gamers level up in-game and in their personal finances.
A 2x gold Cannes Lion, Effies Grand Prix & CMA Best of the Best winner.
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer
Air Canada: ‘Once Upon a Tree’
When two nutcracker ornaments are separated on the Christmas tree, they go to the ends of the earth (or branch rather) to find each other again.
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer
BMO Cosplay Bankers
Gamers hate when brands move in on their space. So, to connect our unique credit card offer with die-hard fans of the world’s biggest video game, we became the biggest fan of all.
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Jennifer Rossini; CCO: Nancy Crimi-Lamanna
Oh Henry! Feeding Frenzy
Hunger is spontaneous and unpredictable. So, we created a spontaneous campaign that had Canadians everywhere running to answer the question “Hungry now?”
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Cuanan Cronwright, Leo Barbosa; GCD: Troy McGuinness; CCO: Nancy Crimi-Lamanna
BMO Rainbow Deposits
During the month of Pride, brands are being called out for rainbow washing (displaying rainbows to show their support without any meaningful action behind it). So, we created a tool to turn all those rainbows into support for people who need it most.
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna; Global Creative Partner: Danilo Boer
BMO Business Carols
For underrepresented businesses, holiday sales are crucial to their survival. So, we turned the world’s most overexposed holiday music into a new way to spotlight their business and shop their products. Listen to the album on Spotify.
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Agency: FCB Canada; ACD/Art Director: Hussein Rumaithi; ECD: Andrew MacPhee, Jeremiah McNama; CCO: Nancy Crimi-Lamanna