Creative| Brief|

THE ASK

Develop a portfolio website that introduces Kareem and embiggens his accomplishments

THE WEBSITE MUST:

• Tell almost 6 visitors a year that he's an ACD Art Director (who moonlights as a copywriter)
• Fluff up his expertise in content, experiential, and social marketing
• Make him seem more interesting by touching on his drink photography and doodles

KEY MESSAGES

• Launched Adidas Terrex's first retail store in North America
• Helped put emerging artists in the spotlight with RBCxMusic
• Won a Cannabis Clio for the launch of Quatreau – A CBD sparkling beverage
• Scored an Atomic award for Uber Eats' first Quebecois commercial
• Launched ShopHere – a program that got thousands of small businesses online at the beginning of the pandemic (and won a CMA award)
• Made a Tokyo Smoke elevator that helps you get exactly as high as you want
• Started a restaurant serving alien guts to promote an Xbox game
• Designed a series of launch experiences for Google Hardware devices
• Redesigned rough and

BACKGROUND

Kareem's true origins are unknown, yet several rumours persist.

One states that he comes from the west, born of a great clamshell. Another claims that he was begat by a union of stellar gasses in a distant galaxy. The most commonly believed tale says that he was originally brought forth by an ancient clan of cave bears and raised in a time when all beasts and men could change their form.
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Truly there was no difference between species other than their own perceptions; which, occasionally, they decided to change.

Kareem began to work with others chronicling their lives on the walls of caves, the sides of rocks, anywhere a story could be told. Especially where they could be seen and shared by others for many years.

Now, drawing on cave walls in the form of a bear is quite hard. Just you try and hold a paint slathered stick in a paw. So, Kareem decided to change, pretty much permanently, into the form of a human being. He liked companions of the human variety more, anyway. Though they can crush your heart, they can't crush your skull with one swipe of their forearm.

Today, Kareem remembers nothing of this life as a shape shifting creature and, despite all of its challenges and troubles, is forging on ahead as a man. He left the mountains for the creature comforts of the city, but continues to enjoy the best parts of cave life as an advertising creative holed up in a shoebox in downtown Toronto.