TREASURED GOODS.

.¸¸.*♡*.¸¸.*★ Dive in and discover the imaginative world of my creations ★*¸.*♡*.¸¸.

Welcome to 'Treasured Goods' – a curated collection of storing unique ideas, one-off treatments, personal projects or creative works that never had their day in the spotlight. Think of it as a treasure chest for my creative journey, reminiscent of rummaging through my childhood collectibles. Previously, I used this page to highlight my best work at Cheekbone Beauty, which you can still explore towards the bottom of the page.

THE WORLD’S DEADLIEST BULLET.

An idea that never launched. Fentanyl is one of the fastest-growing epidemics in North America.

A .22 caliber bullet weighs just 3.24 grams and can kill one person. Comparatively, a lethal dose of fentanyl—of the same weight—could kill over 2,000 people. Fentanyl has infiltrated Canada’s supply, causing 106,000 deaths from August 2022 to August 2023. Many Canadians are aware that their drug supply can be laced with Fentanyl, but still take the risk. That’s why we created the most lethal bullet in the world, to put into perspective the true dangers of the drug.

This idea aimed to raise awareness about the dangers of Fentanyl while encouraging Canadians to normalize carrying naloxone and using drug testing kits. You could save a life.

YOUNG LIONS 2024

Did you know that 47% of our food waste is generated at the household level?

This year, my creative partner and I participated in the Cannes Young Lions competition in the Digital category. The challenge was to address food waste with Second Harvest in 24 hours. We created Contents for Content, Canada’s first AI-generated Personal Chef. It transforms your leftovers into delicious meals, reducing waste by curating recipes based on leftovers and forgotten pantry items. Simply snap a pic of your almost-forgotten items, and let AI generate a unique video recipe for you to follow as you cook.

While our entry didn't place, I’m still pretty darn proud of the love poured into this piece (shoutout to 4 hours of sleep), participating in yet another amazing opportunity to use my creativity for positive change.

CHEEKBONE BEAUTY

Cheekbone Beauty is a digitally native, direct-to-consumer sustainable beauty brand built on social media. During my tenure at Cheekbone, I generated content for our social platforms and various marketing communications, including emails, website content, and community management. Below, you will find samples of my work spanning diverse disciplines that have contributed to shaping the Cheekbone Beauty brand we cherish today. It feels good to know I’ve helped make a difference in the lives of Indigenous youth while painting an image in the consumer’s mind as to what the future of beauty and indigeneity represents.

Words hold knowledge - It’s the foundation of a culture. Taking action to revitalize Indigenous languages through the names of our SUSTAIN Lipsticks, I implemented a new social media strategy to further amplify the accessibility of Indigenous languages while building, educating and driving meaningful conversations with our brand and products. Formally #WordWednesday, we’ve made it our mission to empower intergenerational wisdom, environmental knowledge, and cultural identity across our channels.

Staying true to the #SustainableByNature positioning, I’ve enriched Cheekbone Beauty’s social media and website with my creative product photography. As part of the Biinad Beauty Standards, all cosmetics from this mindful beauty brand are vegan, cruelty-free, sustainably sourced and are crafted with clean ingredients. For occasions I’m not taking photographs, we work with and direct a range of professional photographers that can confidently bring our vision to new heights through our special relationship with nature.

Our customers say it best! Cheekbone’s most devoted brand advocates come together to tell the world why Cheekbone Beauty is so special to them. Published in alignment with the Sephora.ca launch, the ‘Why I Love Cheekbone Beauty’ initiative was created to build brand trust with Sephora’s existing customers while positioning Cheekbone Beauty as the makeup brand of choice. As a brand cultivated on social media, community management continues to play a crucial role in Cheekbone Beauty’s social media strategy.

Thanks to the support of Sephora Canada and agency Sid Lee, Right the Story came to life. The concept behind Right the Story began when Cheekbone Beauty and Sid Lee entered and won the Institute of Communications Agencies’(ICA) first-ever inaugural Inclusivity, Diversity and Equity in Advertising (IDEA) competition with $1 million worth of media inventory. Working together to recenter Indigenous voices in mass media, I managed social media and email marketing for Cheekbone’s largest campaign to date. In addition to Cheekbone Beauty’s launch on Sephora.ca, the beauty retailer also offered our best-selling Aki Lipstick a place in-store at 9 flagship locations. Aligned with the look and feel of the campaign commercial, we invited our community to be part of righting the story by capturing and sharing their moment on socials. When you support a small business, you are supporting a dream. Discover the full commercial here.