Spending a year on the TD Music initiative was one of the most rewarding projects I’ve undertaken.

It started with a brief on an XM footprint that would be activated at over 80 festivals across Canada in 2019. My small team created a net-new musical instrument that would unite all kinds of people within music, incorporating the brand’s philosophy, “Music is where we all belong.” We also created OOH executions, bus shelters, print ads, and a social campaign centring around music’s uncanny ability to unite everyone under one rhythm.

From there, I created a contest idea, updated the TD Music website to improve user experience, and also significantly contributed to their brand strategy update for 2020.