How did Young Guns get on your radar?

I first learned about ADC Young Guns back in art school, when we were introduced to various award shows. Our professors often talked about Young Guns, Young Lions, and the Art Directors Club as some of the most prestigious honors in the field.

Even then, it felt like a highly coveted recognition—an award that celebrated both creativity and craft at the highest level, and one that I quietly admired from afar.

How did you end up in the creative field?

I’ve wanted to be a designer since high school, naively messing around with Photoshop, graffiti, drawing, photography, mixed media—whatever was around. Then art school opened up the playground to explore things deeper between digital, physical, traditional, and experimental.

It was time spent developing painting and design skills, but also new purpose connecting craft with concept. Projects became an invitation to push boundaries and discover my own voice.

What I loved most was the collaboration. Jamming with friends, throwing ideas on the wall, sketching, prototyping, and refining together. Getting lost in the process. Those early experiences built the foundation for professional growth; learning to think conceptually, executing at a high level, and collaborating with different kinds of creative minds.

Today, I get to bring that same energy and curiosity into projects that inspire me, while also navigating the scale and complexity of big brands. Whether it’s hands-on design, art direction, or creative direction — I continue looking forward to getting lost in the process.

“Projects became an invitation to push boundaries and discover my own voice.”

Why did you decide to enter this year?

This was my first time entering. In previous years, I wasn’t sure that my work was at the level I wanted it to be. The classic creative vicious circle. But this year felt different.

After picking up some awards and taking a step back, I recognized that my portfolio had reached a point where the depth of professional projects actually reflected a respected range of skills across scale and specificity. Beyond design, I had projects that deeply involved creative direction, art direction, photography, conceptual campaigns, integrated activation and experimental work.

Turning 30 this year also lit a fire to go for it. That was a humbling reminder to put myself out there, see what happens, and mark this creative milestone. And of course having supportive peers, friends and family around encouraging me was another push to finally send it. Everything happens for a reason.

You only get to submit six projects. How did you decide what made the cut?

A few pieces were obvious choices. They represented some of the strongest work I’ve done so far—either because of the scale, the craft, or the level of collaboration involved. A couple projects had also picked up major awards, which felt like a solid indicator of their impact.

Driving While Black was a major milestone that hit everything on the list: diverse collaboration, heavily conceptual, heavily crafted, integrated ecosystem, guerrilla activated pro-bono campaign. This project was a massive reflection to translating creative energy from passion to professional.

Soon after, an unexpected competition entry would bring out a similar energy. A quick sprint collaboration for this year’s Ad Age x Cannes Young Creatives formed into a bespoke showcase applying passion into familiar formats to create something uniquely relevant. Shoutout to my creative partner Myrrha Boné for pushing us to go for it.

From there, I wanted a mix that showed range and background with big brands. My first Nike project made the cut because it was a dream brand to work on and still feels like a milestone campaign for me. Similar to working on brands like Snickers x NFL — to think I’d be leading campaigns at that scale at this point in my career was a huge marker.

Then to flex more experimentation, Respawn was a newer gaming project that pushed me technically. It was my first time diving deeper into Unreal Engine, AI, and discovering new digital workflows.

Last, and definitely not least, I included a recent personal project developing a friend’s fashion brand, defining full creative direction. From photography to design, it was a refreshing contrast to the big-budget work and let me flex a more DIY, hands-on approach.

Altogether, the six projects felt like a balanced snapshot of where I am creatively—big, small, experimental, personal, and everything in between.

What was your reaction when you found out you won?

The first time, when I made finalist, I was in the office on a call at my desk and my creative partner Myrrha (who was cc’d) blasted “CONGRATS” messages and gifs celebrating across our desks. I had no idea what she was talking about until I checked my email and saw the news.

When the actual win email came in, it was a similar moment. I was alone at my desk, packing up for the day, refreshed my inbox, and there it was... Again, totally unexpected, it took a minute to believe.

By the time I was driving I was so hyped. Windows down, stereo bumping, sun setting. Actually a hallmark feeling.

I properly celebrated that weekend with my girlfriend—she made a big deal out of it, which was really sweet. We went out, had a great night, and she surprised me with a custom Dairy Queen ice cream cake. Honestly, perfect.

“Windows down, stereo bumping, sun setting. Actually a hallmark feeling.”

In what ways does where you are living right now inspire your creativity?

For me, it’s a mix of the people and the place. I’m surrounded by a lot of incredible creatives—friends from art school, coworkers, people in my community—who all do different things and constantly push me to keep exploring my own work.

The other side of it is nature. Being in Calgary, having the Rocky Mountains, constant sun, and big open skies close by gives me a place to reset and clear my head. Being able to step away, stare at the clouds, wander a bit—it’s a kind of reset you don’t always get in a big city.

That combination of good people and bright open space keeps me inspired and grounded. Then, when the calling comes up, the opportunity to travel always inspires something new too.

Now that you’re a part of the Young Guns community, are there any past winners you look up to and admire?

Two past Young Guns winners immediately come to mind.

Matthew Luckhurst (YG10, ECD, The New Company) — thenewcompany.com

I’ve admired Matt’s work since a coworker put me on early into my career. He also studied at ACAD, which felt inspiring to see someone branch out so successfully from the same school. What really inspires me is the caliber of work he and his team at New Company consistently put out—the craft, consideration, cultural relevance, and playfulness of their projects constantly end up in my reference decks.

Gemma O’Brien (YG13, Artist & Designer) — gemmaobrien.com

Gemma’s work was a huge influence on me early back in art school. Her illustrative typography, expressive line work, and overall mark-making approach shaped a lot of my early personal style. Her murals are truly breathtaking.

Both Matt and Gemma represent different sides of my own creative interests, and their work has played a big role in how I think about craft and expression. To be recognized with the same Young Gun accolade is an incredible honour.

If you could create a new ADC Young Guns tradition what would you want it to be and why?

Being a visitor to New York, it would be amazing to do some kind of creative tour around the city. With so many cool creatives attending, I’m sure the list of recommendations that would connect and inspire the group could go on for weeks.

In the future, maybe there’s room to break up the week with some kind of creative crawl. Either way, I’ll be packing my trip full of inspiring spots to hit.

Name a creative/professional dream project that you have yet to fulfill.

In the commercial space I’m really interested in building brand campaigns across industries in music, fashion, food, sport, and gaming—work that directly shapes culture through Creative and Art direction. I’d love to define beautifully bespoke creative in these spaces, and extend into concept-led ecosystems.

Creating at a brand level in these spaces would be amazing. In tandem, the artist side of me would love to further develop a body of work in mark-making and mixed media. Finding support and space to craft larger opportunities that connect my background in creative and art direction is a parallel goal.

Whether this looks like gallery work, installations, brand partnerships, apparel, activations, or simply collaborating with talented creatives of all forms—that is the dream.