Communications Strategist – Creative Director
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Summary
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- Acclaimed as creator of value-driven, innovative strategic communications solutions, pitches and proposals that resonate
- Community building champion of Interactive Social Media and Experiential Marketing solutions
- Inspiring creative team leader and mentor
- Lifelong learner including recent studies in Aboriginal Worldview and Education, Gamification and Behavioural Economics
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Experience
Vice President Creative Services
Blackbox Communications, June 2008 – May 2015
Responsible for the strategic creative development of project platforms, and for ensuring the original vision has been carried throughout the duration of the project.
As a passionate brand advocate for a diverse spectrum of clients, Laurie-Shawn’s commitment to excellence and innovation is legendary. His communications programs have built and inspired rich communities through the design of strategic breakthrough experiences for interactive, online and print media, themed environments and award-winning international live events.
Selected Highlights
- Hydro One – Experiential marketing strategy, concept development, and creative direction for mobile Electricity Discovery Centre and its integrated educational Kids’ Safety Zone, facility design and print and online communications program. Developed interactive displays with partners IBM and GE.
- Royal Bank of Canada – Strategic direction and brand development for largest Canadian corporate recognition and rewards program. Creative direction and copywriting for monthly program communications and publications including websites: rbcperformance.com and rbcperformanceconference.com. Working directly with all levels of bank personnel.
- IBM – Event marketing strategic development and creative consultant for all Canadian based IBM event marketing programs. As Gamification consultant developed a program to gamify sales force processes. Creative direction for IBM Canada’s 100th anniversary corporation-wide event and celebrations.
- Progressive Contractors Association of Canada – Rebranding of PCA including corporate identity, style guide, website, communications program elements including online presence.
Executive Creative Director
Interactions, Maritz Canada, June 2002 – January 2008
• Developed and delivered successful creative solutions for Fortune 100 client’s event, employee and customer engagement, and communications needs.
• Provided creative direction to multiple business units.
• Delivered numerous pitches and presentations to most valued clients.
• Developed creative process documents, including a comprehensive system of metrics.
• Provided direction and design, executive speaker coaching, proposal and copywriting, script editing, video and online concept development, and social media solutions.
• Developed whitepaper and a series of creative workshops for staff and CMITS 2004.
Selected Highlights
• Creation of global networking experience, environment, and Web 2.0 communications plan for Nortel Networks Global Sales Conference 2007.
• Creation of social media style web portal for Allergan of Canada national sales force, including YouTube style video and chat etc, and President’s Club incentive communications.
• Concept and direction of annual meetings and events for numerous clients such as Ford of Canada, Microsoft Canada, Honda, Acura, Kia, Cognos Corp., Allstream etc.
• Employee engagement video concept and direction for Microsoft Canada.
National Creative Director / Senior Manager
DareStep Canada, a division of Cap Gemini Ernst & Young Aug. 2001 – May 2002
• Lead a Creative Team of 20 members, including Information Architects, Art Directors, Designers, and Production Artists.
• Providing User Experience solutions from within the e-business Americas unit to all sector-based projects including Consumer Products and Telecommunication, Media and Networks.
• Shortlist of clients; Bell Canada, Bell Mobility, Labatt’s, Hudson’s Bay Co., Ontario Power Generation, Kraft Canada, CIBC Retail Banking etc.
• Consulting to Senior Management Team associates with strategic and creative expertise.
Selected Highlights
• Creation of fully featured employee portal for Kraft of Canada as they merged with Nabisco.
• Developed online properties “user experience” convergence model for Bell Canada.
• Creation of interactive dramatized user –experience model for Universal Vivendi to demonstrate points of value within their media convergence matrix.
• Creation of original Bell.ca MySolo consumer website.
Creative Director
ICE Integrated Communications and Entertainment Inc. 1999 – 2001
• Crossed all lines of business with creation and direction of digital, print, and live event projects. Specialized in projects of convergence.
• Responsible for the successful delivery of creative portions of projects that have consistently been profitable, and have resulted in repeat business from their most valued clients.
• Direct business dealings with senior members of global client teams.
• Partnered with brand strategy team members.
• Team leader responsible for art directors, designers and writers, project managers, technical leads, information architects, on a project basis.
• Provided mentoring to the associate creative directors and art directors.
• On-site director of all talent, design and technical staff during live event production.
Selected Highlights
• Creation and direction of Nortel Global Sales Conference 2000 and 2001. Over 5,500 global sales reps and executives attending. Included web-based invitations and registration systems, live web-casting, post-conference content web archiving, entertainment and scripted content.
• Creation and direction of interactive environmental design and content for Nortel Executive Briefing Centres.
• Conception and direction of websites for World Wide Telecom, Royal Canadian Lifesaving Society, Digital 4Sight, etc.
• Disc/online hybrid training tools, trade show and content design, for Citibank USA.
• Concept and direction of Spring 2000 conference for The Hudson’s Bay Co.
• Development of ICE Online Proposal solution.
Creative Director / Senior Manager
Playdium Entertainment Corporation 1997-1999
• Member of the Senior Management Team
• Creative direction and implementation of all design elements regarding proprietary interactive entertainment software and hardware solutions, architectural concept, interior designs, way-finding signage, thematic designs, retail environment and product designs.
• Programming of all facility show technologies and events.
• Collaboration with award-winning consultants from The Rockwell Group USA, Scenoplus, and Kramer Designs on the creation and rollout of a multi-million dollar, branded interactive state-of-the-art game centres.
Selected Highlights
• Playdium @ Festival Hall, Toronto.
• Playdium @ Metrotown Eaton Centre, Burnaby BC.
• Playdium @ West Edmonton Mall.
• Playdium @ Mississauga (retrofit)
• The conception and creative direction of the world’s first interactive dining experience including a 3-dimensional real-time animated hostess, menu interface, and value-added entertainment content. Winner of the 2000 Applied Arts Magazine Multi-media Entertainment Award.
Creative Director – Freelance
One World Productions 1981-1997
• Creative direction and design of award-winning multi-media live events.
• Research and development in the areas of interactivity, projection design, and the convergence of technology and live performance.
• Collaboration with world-renowned directors, designers, choreographers, and performers on projects within the performing arts, film and video.
• Provided conception, direction and design of corporate events, galas, and product launches.
Selected Highlights
• Collaboration with director Robert Lepage for The Technological Summit ’97 for the Quebec Region; the Inaugural Event for the multidisciplinary theatre company EX MACHINA; and the most successful production ever produced by the Canadian Opera Company, BLUEBEARD’S CASTLE and ERWARTUNG.
• Scenic design for Marketing Magazine’s MARKETING AWARDS GALA 1997.
• Conception, design, direction of Avon Canada AGM for Communique, Toronto.
• Conception, design and direction of Aveda Corporation Congress at the State Theatre of Minnesota.
• Scenic design for National Ballet of Canada’s production of THE WEIGHT OF ABSENCE.
• Founding Media Design member of the Associated Designers of Canada.
Addendum
- Creative Process Master Class leader: Helsinki, Amsterdam, Prague, Toronto, Victoria
- Chairperson: Urban Arts Community Arts Council, Toronto