My current resume

1. Before you can think
outside the box,
you need to understand
what box you’re in.

2. Creativity is more than just coming up with good ideas, it’s about exploring unique ways of how
those ideas are displayed to the public. My objective, when it comes to advertising, is to find
interesting ways to deliver a message to the consumer in order to captivate them.

3. David Andrew Larsen
Senior Art Director/Designer
email: dalphoto@rogers.com
cell: 416-624-1253
website: www.wix.com/dalarsen/David-Andrew-Larsen
TV spots: DavidAndrewLarsenTV - YouTube

4. April 2015- PRESENT - Freelance Senior Art Director
Clients include: Stonemill Bakery / PureFacts Financial Solutions Inc. / Fish Out of Water Design
OCTOBER 2014 - April 2015 @ Fish out of water design (6 month Contract position)
Clients include: Sobeys / OLG / Safeway / Burnbrae Farms
March 2014 - OCTOBER 2014 - Freelance Senior Art Director
Clients include: CHI Partners N.Y. / Agency 59 / Stonemill Bakery / Bob’s Your Uncle Ad Agency
July 2012 - March 2014 @ Perennial Design (Full-time contract position)
Accounts: Coca Cola Canada (Lead designer of all Coca Cola promotional packaging for Canada)
April 2008 - July 2012 - Freelance Senior Art Director
Clients include: Perennial Design / Inspire / Stonemill Bakery / BBDO / Padulo / Yield Advertising
ISTCL / Wunderman / Scotiabank / CBC / Giants & Gentlemen Advertising / Brainstorm Group
Rosetta / Disney / Armstrong Group / Digital Cement / KIA Canada
Nov. 2007 - April 2008 @ Hellin Marketing - Associate Creative Director (Full-time position)
Accounts: Scotiabank International
April 2003 - Nov. 2007 @ Proximity Canada BBDO - Senior Art Director (Full-time position)
Accounts: RBC / Sears / Ernest & Julio Gallo Wines / Ministry of Economic and Trade
Wrigleys / Campbell's / Ministry of Health / Cara Foods / Effem / Porter Airlines / Kids Help Phone
October 2000 - April 2003 - Freelance Senior Art Director
Clients include: Perennial Inc. / The Marketing Store / TBWA Chiat Day Direct / Roundtable
Northern Response Inc. / ISTCL Technology / Agensky and Co. / Axmith Mcintyre Wicht / The Wolf Group
esume

5. October 1999 - October 2000 @ DRAFT/FCB (Full-time position)
Accounts: Quaker / Tetley / Hong Kong Tourism / Nabisco / SC Johnson / CP Hotels / Taco Bell
Burnbrae Farms / Payless Shoesource / Life Network / Alberto Culver / Schering Plough
June 1998 - October 1999 @ Bozell Worldwide (Full-time position)
Accounts: Alberto Culver / Schering Plough / Cottonelle / Hershey / Jackson-Triggs Winery
Labatts / Taco Bell / Town Shoes
Also worked for partner company Stein Rogan in New York City
March 1997 - June 1998 @ Bates Canada (Full-time position)
Accounts: One 2 One Dating Service / Warner Lambert / Teledyne WaterPik
Carter Horner / The Royal Ontario Museum
March 1995 - March 1997 @ Vickers & Benson (Full-time position)
Accounts: McDonald’s / Bank of Montreal / British Airways / IQ Media / Royal Dalton
November 1994 - March 1995 @ Ogilvy & Mather Direct (Full-time position)
Accounts: IBM / American Express / Dupont
Education: GraduateD FROM Ontario College of Art and Design - 1992
Majored in Communication & Design
esume

6. AWARDS CANNES FINALIST EG Gallo Wineology Game Board
GOLD SUMMIT AWARD Sears Spring Appliance 30 Sec. TV
SILVER SUMMIT AWARD Sears Spring Appliance 30 Sec. TV
GOLD CMA AWARD EG Gallo Wineology Game Board
GOLD ECHO AWARD EG Gallo Wineology Game Board
GOLD CMA AWARD EG Gallo Wineology Game Board
GOLD CMA AWARD EG Gallo Wineology Game Board (Creative Budget over $100,000)
GOLD CMA AWARD EG Gallo Wineology Game Board (Consumer Products & Services)
GOLD SUMMIT AWARD EG Gallo Wineology Game Board
GOLD SUMMIT AWARD Campbell’s Asian Broth DM Campaign
GOLD CMA AWARD Campbell’s Power 2 Cook Program
GOLD AWARD Canada Post Retail Store of the year award
Chain Store Age’s Design competition
2007
2002
2004
2005
2006

7. We were asked to create a direct mail promotion to help build sales for the
EJ Gallo Turning Leaf Wine brand. The creative was open to all ideas.
I had previously conceived an idea for my portfolio based on a wine game similar to Trivial Pursuit.
We used that concept for this promotion and it became an instant hit with both the client and the consumer.
It won numerous awards including a Gold Echo as well as placing in the top 10 at Cannes.

8. Brief
Sales for Gallo Turning Leaf Wines had dropped
in Canada. They wanted to lift sales by 12% through
non-traditional advertising.
Solution
Distributed through online fulfillment and wine fairs,
the “Wineology Wine Tasting Game” allowed consumers to
learn more about their wines by playing a fun and interactive
wine game. In order to play the game, consumers had to
purchase all 5 varieties, resulting in more sales.
Results
• 21% lift in sales, exceeding objective by 75%
• 69% of game owners have purchased these wines
• 71% of those said they would buy them again
Wine Tasting Game
Promotion

9. Game Contents

10. Knorr & Kraft were leading the market with their recipe based programs.
Campbell’s asked us to create a competitive program to help consumers make easy recipes for
families using Campbell’s soups as their main ingredient. The unique idea was to distill recipes into
2 or 3 basic steps making them easier to follow. We developed the program name as well as the
look and feel for the brand. As a result, Campbell’s expanded the program to include 9 TV spots.

11. Brief
Campbell’s wanted to create a program
focused on easy cooking methods.
Solution
We created a sub branded multi-channel program
which featured various Direct Marketing executions
that were accompanied by 9 TV spots with a
strong call to action to their website.
Results
• Website increased by 52%
• Registrations went up 222%
• Email subscriptions tripled.

12. DM Slide
Reveal Mailer
9 different
TV Spots were
created to help
promote the
program
Website

13. Asian fan
DM mailerTV Spot
The program expanded to include unique ways of
cooking with the NEW Asian broth line of products.
A direct mail piece was developed in the shape of a fan.
We also developed a TV spot to help promote it.

14. Jackson triggs Wine Promotion
We created a stunning visual image to reflect the distinctive
“tasting notes” for all of the Jackson Triggs Proprietors’ Selection
Wines. Floral, Oak, Velvet and Pear images poured out of
each variety creating an intriguing identity for the brand.
4 distinct music compilation CD’s were made to
enhance the mood while couples enjoyed these wines.

15. ADVERTISING

16. We were asked to create awareness of the increasing HIV infection rates among teenagers
in the suburbs of Ontario. After a few days talking to counselors at ACT and researching information
about the issues, I came up with a few headlines that spoke to parents about the problem.
AIDS Committee of Toronto

17. TORONTO ACT Poster

18. TORONTO ACT Billboard

19. Guess Jeans Nipple Poster
To help promote a new line for Guess jeans,
2 embossed jean rivets, resembling erected
nipples, were used to arouse curiosity
for the brand.
whose new line of jeans are about to excite you?

20. Barberian’s
steak house
Poster

21. Life Network
Poster

22. YMCA promo
To help promote the health benefits of
the YMCA gym program, we printed their
logo and contact info on the bottom of a
Häagen-Dazs ice cream product.

23. gravol billboard

24. PROMOTIONAL ADVERTISING

25. “The New World” Movie Promotion
How do you promote a movie based in the year 1595?
You re-create that era in the current world. In order
to promote this movie we pitched ideas that included
converting traditional billboards into a billowing sail
as well as placing suction cupped (URL stamped)
arrows on car windshields parked in shopping malls.

26. In the heat of the summer, a huge 10’x 10’ block of ice would be placed in Dundas
Square. Frozen within this block of ice contained a number of plastic Carlsberg
bottles with redeemable online vouchers inside. As the ice melted, each bottle
would eventually be exposed allowing people to grab their prize.
Carlsberg “Break The Ice” Outdoor Concept

27. RBC created an Olympic Tour Event which traveled across Canada to help promote
the Vancouver 2010 Olympic Games. We designed the tent graphics as well as the
interior displays for the event.
RBC 2010 Olympic Flag Canadian Tour Event

28. When I was studying at OCAD in 1993, I came up with a unique idea that involved stop animation
using a subway tunnel. Several posters would be placed in sequence along the tunnel. When the subway
car passed by them at high speeds it would produce an animated effect similar to a flip book.
SUBWAY ANIMATION
CONCEPT

29. SUBWAY ANIMATION
CONCEPT

30. T.V. SPOTS
To view a few of the TV spots I have created please visit:
DavidAndrewLarsenTV - YouTube