Toyota Canada

Red Tag Days is a retail juggernaut, but for years, it relied on cliché sales tropes. As creative lead, I shifted the strategy toward human insight and humor under the "Stop Dreaming, Start Driving" banner. Instead of just running footage and fast text, we built likability and brand love through relatable stories. These spots, spanning several years, proved that even the biggest sales event of the year can be playful, memorable, and deeply human.