Storyboard Concept
no name® naturally imperfect™
OBJECTIVE
Drive awareness and consideration for no name® Naturally Imperfect produce and no name®’s simple prepared food lineup by reframing “imperfect” or uncomplicated foods as high quality, affordable everyday options. The campaign aimed to reduce hesitation around irregularly shaped produce, reinforce value perception, and showcase the brand’s signature deadpan humour and approachable tone across digital-first channels.
SOLUTION
Developed a motion-first social campaign platform that paired oddly shaped produce with unexpectedly satisfying end results — proving that imperfect ingredients can still make perfect meals and moments. Using concise, tongue-in-cheek copy rooted in no name®’s recognizable deadpan tone, the campaign connected produce imperfections to relatable cooking experiences (e.g. “imperfect shapes for perfect gnocchi attempts”) while also extending the same humour to simple prepared foods through intentionally literal lines like “recipe: fish burger”.
Led storyboard development, art direction, and on-set creative direction across video, motion, and social assets, ensuring the content balanced humour, appetite appeal, and strong brand recognition in a highly shareable digital format.
RESULT
Delivered a visually distinctive social and motion campaign that reinforced no name®’s brand personality while helping reframe consumer perceptions around imperfect produce and simple everyday food solutions. The work successfully combined humour, appetite appeal, and value messaging to create a more relatable and modern narrative for Naturally Imperfect products and no name® Simple Check products across digital and social platforms.
CREDITS
ECD: Jim Wortley
CD: Lee Cristiano
ACD: Andrea Zadro
Copy: Heather Kinoshita
Photography: Rob Fiocca
Producer: Carolyn Atyeo
Editing: Nimiopere
Post-Production: alter ego
OBJECTIVE
Drive awareness and consideration for no name® Naturally Imperfect produce and no name®’s simple prepared food lineup by reframing “imperfect” or uncomplicated foods as high quality, affordable everyday options. The campaign aimed to reduce hesitation around irregularly shaped produce, reinforce value perception, and showcase the brand’s signature deadpan humour and approachable tone across digital-first channels.
SOLUTION
Developed a motion-first social campaign platform that paired oddly shaped produce with unexpectedly satisfying end results — proving that imperfect ingredients can still make perfect meals and moments. Using concise, tongue-in-cheek copy rooted in no name®’s recognizable deadpan tone, the campaign connected produce imperfections to relatable cooking experiences (e.g. “imperfect shapes for perfect gnocchi attempts”) while also extending the same humour to simple prepared foods through intentionally literal lines like “recipe: fish burger”.
Led storyboard development, art direction, and on-set creative direction across video, motion, and social assets, ensuring the content balanced humour, appetite appeal, and strong brand recognition in a highly shareable digital format.
RESULT
Delivered a visually distinctive social and motion campaign that reinforced no name®’s brand personality while helping reframe consumer perceptions around imperfect produce and simple everyday food solutions. The work successfully combined humour, appetite appeal, and value messaging to create a more relatable and modern narrative for Naturally Imperfect products and no name® Simple Check products across digital and social platforms.
CREDITS
ECD: Jim Wortley
CD: Lee Cristiano
ACD: Andrea Zadro
Copy: Heather Kinoshita
Photography: Rob Fiocca
Producer: Carolyn Atyeo
Editing: Nimiopere
Post-Production: alter ego
Hello! I'm an art director and designer based in Toronto's west end.
With experience across both agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.
With experience across both agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.