Over multiple years, I partnered with ICBC on a wide range of campaigns and brand initiatives — translating complex policy changes, safety messaging, and behavioural insights into work that was clear, engaging, and culturally relevant.
Insurance Changes — Animated Explainer
An animated campaign developed with Blatant Animation Studio to make major insurance changes more accessible and easier to understand, transforming a traditionally dry topic into something people would actually watch and absorb.
An animated campaign developed with Blatant Animation Studio to make major insurance changes more accessible and easier to understand, transforming a traditionally dry topic into something people would actually watch and absorb.
Rate Changes — Live Action & Timelapse
A broadcast spot I directed that used live action and timelapse to communicate evolving rate structures and coverage updates in a clear, relatable way.
A broadcast spot I directed that used live action and timelapse to communicate evolving rate structures and coverage updates in a clear, relatable way.
“GRAEME has no doubt been one of the most positive influences for us and has improved our brand image with british columbians”
Drivers Insurance Changes Campaign
A detailed campaign focused on how rates and responsibilities change after a collision, helping drivers better understand the changes happening to driver claims.
A detailed campaign focused on how rates and responsibilities change after a collision, helping drivers better understand the changes happening to driver claims.
Thermochromic Urinal Ads
A series of temperature-sensitive washroom ads using thermographic ink. When in use, hidden messages appeared — then reset after flushing — creating a highly memorable and effective behavioural reminder.
A series of temperature-sensitive washroom ads using thermographic ink. When in use, hidden messages appeared — then reset after flushing — creating a highly memorable and effective behavioural reminder.
Holiday Designated Driving Campaigns
Seasonal campaigns built around festive themes — holiday sweaters, gingerbread cookies, and Christmas trees — delivering serious safety messages in a warm, approachable way.
Seasonal campaigns built around festive themes — holiday sweaters, gingerbread cookies, and Christmas trees — delivering serious safety messages in a warm, approachable way.
Holiday CounterAttack Print Campaign
A print series highlighting things people might “get away with” during the holidays — while reinforcing that drinking and driving is never one of them.
A print series highlighting things people might “get away with” during the holidays — while reinforcing that drinking and driving is never one of them.
ICBC Brand & Environment Redesign
A comprehensive brand refresh including interior design for driver licensing centres across BC. One of ICBC’s largest visual overhauls, creating a more modern, approachable, and customer-friendly experience.
A comprehensive brand refresh including interior design for driver licensing centres across BC. One of ICBC’s largest visual overhauls, creating a more modern, approachable, and customer-friendly experience.
Sports Bar Designated Driver Posters
Targeted posters placed in sports bars and recreational venues, encouraging safe ride planning in high-risk social settings.
Targeted posters placed in sports bars and recreational venues, encouraging safe ride planning in high-risk social settings.
Lenticular Distracted Driving Poster
An innovative lenticular print execution showing that drivers can focus on either their phone or the road — but never both — visually demonstrating the danger of distracted driving.
An innovative lenticular print execution showing that drivers can focus on either their phone or the road — but never both — visually demonstrating the danger of distracted driving.
