IKEA ‘Pedicure’ :30
Aug 2013 23

The IKEA Summer Sale not only means up to 50% off select items. It also means I get to direct a fun script from the fine folks at Leo Burnett.

‘Pedicure’ :30

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Copywriter: Andrew Caie
CD: Morgan Kurchak
Engineer: Kyle Gudmundson, RMW Music
Director: Andrew Bradley, RMW Music

May 2013 21

We live in the most connected age. And yet, there are so many people who say they can’t meet anyone. Some friends have proposed a solution to that problem by creating a Facebook App called ‘You Should Totally Meet’. It uses the contacts you already have in your social network to help people hook up.

And RMW Music and I got to help out with the launch video.

Special mention to Kristina Loschiavo at RMW who logged her first voiceover gig and I think she did a great job.

CREATIVE TEAM: Paul Fung, Anne Ngo, Hayley Taylor, Genevieve Beharry
GRAPHICS/ANIMATION: Rooster / Track & Field VFX
AUDIO DIRECTOR: Andrew Bradley, RMW Music
SOUND ENGINEER: Kyle Gudmundson

Keystone Ice “Your Stones”
Mar 2013 25

I love making a radio spot. There’s nothing like being in the studio in the morning and having nothing but a script and then leaving in a few hours with a finished spot. I don’t cook, but I can only imagine this is how chefs feel when they’re creating.

This was a fun spot I got to direct with DraftFCB. Mike Richards and Rich Cooper cooked this up, with Joe Piccolo as the CD. Theatre of the mind at it’s ball-loving finest.

“Your Stones” :30

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AGENCY: DraftFCB Toronto
ENGINEER: Kyle Gundmundson, RMW

AIRED: January 2013

Dec 2012 13

I had the opportunity to direct another IKEA radio spot recently. Josh Rachlis wrote a fun script involving Jonas (the IKEA voice) being Auto-Tuned. I think Jonas had a great time doing it and let’s be honest, the only time we’d want to hear him sing is if it was electronically assisted like this. Comedy he can do. Singing, not so much.

Great DJ voice by Kevin Braithwaite and Auto-Tuning by Engineer Kyle Gudmundson.

IKEA ‘Auto Tuned’ :30

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CLIENT: IKEA
AGENCY: Leo Burnett Toronto
CD: Morgan Kurchak
CW: Josh Rachlis
DIRECTOR: Andrew Bradley, RMW
ENGINEER: Kyle Gudmundson, RMW
Thanks to VoiceTrax West, L.A.

A self-serving post
Nov 2012 19

My mom always said not to ‘toot my own horn’ but HONK HONK! Last week, I was fortunate to get my first award-winning credits as a Director/Producer. A couple of radio campaigns I was lucky enough to be involved with at RMW Music were awarded Merits at the ADCC Awards Show on Thursday night.

Yes, they’re ‘just’ Merits. But after 17 years with credits as a Copywriter and Creative Director, these are the first awards/credits I’ve received on the supplier/post-production side. And I’m excited about it. Maybe there’s no turning back now, huh? I also facetiously say ‘just’ Merits because I’ve always believed that being in the book is the most important thing. People don’t usually remember the colour of the award, unless it’s a Gold Lion of course.

So a big ‘Thanks’ to writers Jon Murray, and Saro Ghazarian – both formerly with BBDO. Jon wrote an amazing campaign for Sirius XM Radio (and also garnered a Merit in the Michael O’Reilly Best Copywriting category for it) and Saro came up with a brilliant idea for Shaw EXO that is a great example of making the product the hero.

I get a lot of radio scripts (I wish I got more too). And although there’s usually something fun in every script that gets me excited, I love getting ones like these two projects. Where there’s a smart, well-written idea already on the page. And my job is just to ‘not fuck it up’.

Thanks to both writers for trusting me with that. And to everyone else, let’s do some more great radio in this country. I know some people think it’s like vaudeville, a dying medium. But it’s not going anywhere. And it’s a category that is sadly not full of amazing ideas. Which means the opportunity is there to win. Whether it’s with me at RMW, or somewhere else, I hope every team out there takes their (rare) opportunity to approach radio as a real creative opportunity.

SIRIUS XM “Die Hard NHL/Lady Gaga” :30

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SHAW EXO “Can’t Describe Action” :30

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PS: You can now find Jon Murray at Leo Burnett, Toronto, and Saro Ghazarian is at Doug & Serge, Toronto. Yes, both are single.

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