Before you can think outside the box,

you need to understand what box you’re in.

David andrew Larsen

Home: 416-926-0993 Cell: 416-624-1253email: dalphoto@rogers.comwebsite: www.wix.com/dalarsen/David-Andrew-Larsen

Senior Art Director/Designer

OCTOBER 2014 - PREsEnT @ Fish OuT OF waTER dEsign (Contract position)Clients include: Sobeys / OLG / Safeway / Burnbrae Farms

MaRCh 2014 - OCTOBER 2014 - FREElanCE sEniOR aRT diRECTORClients 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 diRECTORClients 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

OCTOBER 2000 - aPRil 2003 - FREElanCE sEniOR aRT diRECTORClients 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

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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: gRaduaTE OF ThE OnTaRiO COllEgE OF aRT and dEsign - 1992 MaJOREd in COMMuniCaTiOn & dEsign

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AWA

RD

s 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

Direct marketing

BRiefSales for Gallo Turning Leaf Wines had dropped in Canada. They wanted to lift sales by 12% through non-traditional advertising.

soLutionDistributed 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

Wine Tasting Game Promotion

BRiefCampbell’s wanted to create a program focused on easy cooking methods.

soLutionWe 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.

DM Slide Reveal Mailer

9 different TV Spots were created to help promote the program

Asian-inspiredcooking DM mailer

JACkson tRiggs Wine PRomotion We created a stunning visual image to reflect the one distinctive “tasting note” for each Jackson Triggs Proprietors’ Selection Wines. Floral, Oak, Velvet and Pear flavours poured visually out of each bottle creating an intriguing identity for the brand. 4 Distinct music compilation CD’s were made to compliment the mood of each wine.

Advertising

toRonto ACt BiLLBoARD

toRonto ACt PosteR

guess JeAns niPPLe PosteRTo help promote a new line for Guess jeans, 2 embossed jean rivits, resembling erected nipples, were used to arouse curiosity for

the brand.

who’s new line of jeans are about to excite you?

BARBeRiAn’s steAk House PosteR

Life netWoRk PosteR

YmCA PRomoTo 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.

gRAvoL BiLLBoARD

Promotional advertising

“tHe neW WoRLD” movie PRomotion

How do you creatively 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 a traditional billboard into a billowing sail as well as placing suction cupped (URL stamped) arrows onto car windshields in shopping mall parking lots.

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

In the heat of the summer, a huge 10’x 10’ ice block would be placed in Dundas Square. Frozen within this ice block were a number of plastic Carlsberg bottles that contained prizes inside. As the ice melted the bottles would be taken by the public and redeemed in-store.

CARLsBeRg “BReAk tHe iCe” outDooR ConCePt

Store designs

Canada Post needed to update it’s retail store design to give consumers a better overall brand experience that could compete against the fast-pasted online world. This store had all the high tech amenities available for a great instore experience. The design of this store needed to communicate the change Canada Post had made to become a leading edge company and provide relevant services to the consumer.

CAnADA Post stoRe Design

Stonemill Bakery wanted to re-design their flagship store located in St. Lawrence Market. This conceptual design was created for that store.

stonemiLL BAkeRY stoRe Design

Packaging

Coca Cola wanted to welcome back the NHL players back from the 2012 strike. We designed team jersey cans for the Canadian NHL 2013 season.

nHL 2013 CAn PRomotion

Feeding off the success of the NHL jersey cans, we designed a tall can jersey for the Toronto Blue Jays.

toRonto BLue JAYs PRomotion

Back In 1996, McDonald’s wanted to compete in the coffee market, which, at that time was dominated by Starbucks and Tim Hortons. We created a brand new design for their cups and developed the POP for the new launch. It was a huge success for their business.

mCDonALD’s Coffee LAunCH

POP designs

I designed the POP display for a new line of breads for Stonemill Bakery called “Panifica”. I also shot the final image for the display stand.

PAnifiCA PoP stAnD

An in-store display stand was designed for Stonemill Bakery.

stonemiLL DisPLAY stAnD

stonemiLL DisPLAY BAnneRs

stonemiLL-DisneY PRomo

A cross-promotion was created for Stonemill Bakery featuring the Disney movie “The Odd Life of Timothy Green”.

WEB designs

The Stonemill Bakery website was re-designed to help bring a new look for the brand.

stonemiLL BAkeRY WeBsite

For this Pro-Bono account, I developed both the logo and the website for this charity event.

eAst CoAst CHARitY BALL WeBsite

Through ISTCL, we developed the website for Saudi Arabia’s Food & Drug Information Center

sAuDi ARABiA fooD & DRug WeBsite

Website designed for Inspire Group

insPiRe gRouP WeBsite