Your hands are important for a lot of things. Putting on your shoes shouldn't be one of them.

Although this was a speculative campaign, the insight came from a real product. Zeba designs hands free shoes that eliminate the need to bend down, making everyday life a little easier for people who need it most.

I wrote, art directed and illustrated the campaign during Humber College's Advertising Copywriting post graduate program. It marked a turning point in how I approached ideas, teaching me that the strongest creative work begins with a simple human truth.

It's still one of the projects I'm most proud of, not because it was my first, but because it reminds me why I fell in love with advertising in the first place.