During White Spot’s Fresh Thinking. Fresh Cooking. era, I art directed over a dozen broadcast and digital commercials developed in collaboration with leading Canadian chefs, including Rob Feenie, John Bishop, Umberto Menghi, and Melissa Craig, alongside White Spot’s Executive Chef, Chuck Currie.
The campaign featured short, humorous spots that highlighted quality ingredients, culinary expertise, and seasonal promotions — helping modernize the brand’s image while reinforcing its commitment to fresh food made with new Red Seal Chefs.
Running across multiple promotional periods, the work combined credibility, personality, and accessibility — positioning White Spot as a family restaurant with real culinary ambition and driving the highest brand awareness in its history.
“A Fresh take on a legendary restaurant”
