PROJECT 1:
TD VISA
DEBIT CARD
In collaboration with my team at Agency 361, TD Bank’s in-house creative team, I developed a compelling awareness campaign to drive adoption of the TD Access Card, a debit card that offers unparalleled convenience and security by drawing directly from customers' TD Canada Trust accounts. The campaign’s centerpiece was an energetic video highlighting the card’s key benefits: safety, ease, and reliability. Targeting online users through a strategic blend of paid and organic social media channels, the campaign effectively reached and engaged new audiences, showcasing the TD Access Card as the ultimate payment solution for everyday needs.
ONLINE VIDEOS: PAID & ORGANIC SOCIAL – IG, FB, YT
PROJECT 2:
TD READY COMMITMENT
During my tenure at Agency 361, TD Bank's in-house creative agency, I worked as a Creative Lead, contributing to projects supporting the TD Ready Commitment. This initiative aims to create a more inclusive and sustainable Canada by investing CAD$1 billion in community giving by 2030. Two notable projects I worked on include the TD Summer Reading Club and the Actua National Girls Program. Both are featured below.
TD SUMMER
READING CLUB
We promoted the Summer Reading Club online program to keep children engaged in reading over the Summer, fostering confidence and enthusiasm for literacy. Through art and animation direction, we brought books to life in an online club with exciting activities. The campaign ran on TD's social channels (Youtube, Instagram, Pinterest, and Facebook) and on digital screens in TD Bank branches across Canada, aiming to increase participation in TDSRC online activities.
SOCIAL VIDEOS – IG, FB, YT, PINTEREST
ACTUA
NATIONAL GIRLS PROGRAM
As part of TD Bank's commitment to Financial Security and Early Childhood Education, I led the charge on the creation an engaging video documenting the work of TD's sponsored initiative, the Actua National Girls Program. The program aims to bridge the education gap by introducing girls aged 7-13 to the fundamentals of STEM. Through it, young women studying or working in STEM fields lead interactive camps, sharing their knowledge and passion with curious girls.
To showcase the program's impact, we featuring participants who benefited from the program, young women leading the camps and sharing their expertise, and the program mentor and TD representative supporting the initiative. The video highlights the importance of funding programs like Actua, emphasizing their positive societal impacts, such as encouraging girls to pursue STEM education and careers, fostering confidence, creativity, and critical thinking, and developing the next generation of leaders and innovators. By supporting the Actua National Girls Program, TD Bank demonstrates its dedication to creating a more inclusive and sustainable future for all.
VIDEO – YT, FB, TD.ca
PROJECT 3:
CREATIVE GUIDELINES, CANADIAN BRANCHES
As a key touchpoint for customers, Retail Branches play a vital role in bringing the TD Bank brand to life. To optimize this owned channel, TD Marketing aimed to create a bold, modern, and consistent branch experience across various formats. At Agency 361, I led the charge on the development of "Designing Impactful & Effective Merchandising", the sole reference tool for Marketing associates across Canada, outlining the effective use of printed merchandise to drive impact. The guidelines provided a roadmap for creating a lasting impression throughout the customer journey, from:
• Exterior Visibility: Showcase campaigns and support via full-wrap clings
• In-Branch Experience: Print and digital creative messaging
• Advisor Interactions: Personalized engagement
By leveraging these guidelines, TD Bank can continually deliver a cohesive and impactful brand experience, aligning with Marketing's goals and reinforcing the bank's commitment to customer-centricity.
