There’s always someone…

The other day my sister sent me a picture which I felt was necessary to share with people on Twitter.

Now I know that those share numbers are not very high but for me they are, not many things I Tweet get that kind of traction, which made me think about why so many people were able to relate to the image.

I remember having a conversation with a group of people about how there are always people who will do it cheaper, and will do it cheaper with less effort, experience, and very little quality. It is these people who make it difficult for all of us to be able to make a livelihood in the creative field by cheapening the skill and undermining the complexity of work.

Cheap is hardly ever good and I’m clearly not the only one sharing that opinion:

Getting creative work done for cheap is setting yourself up for unexpected expenses, wether it’s  having to re-do it or being taken to court.

I don’t know if we will ever be able to teach people [clients] how much things actually cost and what good work looks like but I do hope that people [creatives] will learn their own worth.


Tommy Ton at Markville Mall. Or Just Find a Way to Make it Work

When you work in advertising not everything is exciting despite what the popular television might tell you. Sometimes you just have to make stuff happen and all you can do is make your so-so project into at least something beautiful. Out of the many factors involved into any project most of the worst unfortunately come from the client and sound something like “low budget” and “make it amazing” with, my least favorite, “stock photos”. This is one of those projects  where we found a way to make a simple ask look beautiful – Markville mall, welcome Tommy Ton, the most high fashion you can possibly get without shooting it yourself.
Advertising Agency: Extreme Group
Supervising Art Director: Jigisha Patel 
Art Director: Kateryna Topol
Copywriter: Erin McKay & Kateryna Topol 

Advertising. Design. Advertising. VH Souses New Look.

I’ve learned that as an art director not everything you do is advertising. Just like copywriters have to be social media writers and “arrange these letters so” writers we have to make things pretty. And honestly, I have had that said to me before, “Just make it pretty”.

The following is technically an advertising campaign but working through it was a design exercise. Being in the competitive bottled souses market VH wanted to stand out on the store shelves and pop from the pages of house & home type of magazines without overstepping the line of luxurious so where we ended up is happy, colorful & modern, food porn kind of print ad.

Advertising Agency: Leo Burnett, Toronto
Creative Director: Lisa Greenberg
Art Directors: Kateryna Topol 
and Mike Cook
Copywriter: Steve Stahl

Client: VH Sauces

Size Fantastic

Do you Google yourself?

It’s a valid question and it has nothing to do with vanity, everyone should keep track of their digital footprint (and last night’s party photos).

During the most recent Google session I came across a blog post  by Sugino Studio about a shoot that I worked on while at Leo  Burnett. It was nothing particularly exciting, just an adapt of an American Special K TV spot. All we did is change the end sequence of the original TV spot by adding the red runner and re-shooting the food – 3 seconds of airtime, 12 hour shoot, countless amounts of serial and berries. Welcome to Advertising.
 TV :30 Size Fantastic 
Heather Chambers – Creative Director
Irem Lutz – Account Director
Natalia Paruzel-Gibson – Account Supervisor
Ngaio Potts – Account Supervisor
Josh Rachlis – Copywriter
Kateryna Topol – Junior Art Director
Rebecca Adams – Creative Coordinator
Shin Sugino – Director
Andy McLeod – Executive Producer
Mary Ann Tevlin – Producer
Lauren Connolly – Senior Associate Producer

This TV  spot ran together with a “Size Fantastic” print ad (below) which was an adapt as well, the original print was size “Oh-la-la” so that was a fun typographic exercise.