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Amy Creyer

creative director

I'm a multi-hyphenate creative with deep experience across advertising, photography, and the creator economy. My work has been covered extensively in the press and recognized at industry award shows.

Nutter Butter Brand Relaunch

Nutter Butter hadn't run a commercial since the 1970s and it was relegated to the most unreachable shelving at grocery stories. So to relaunch the cookie as a treat for teen boys and get retailers excited, the cookie was personified with a post-ironic 50th birthday party celebrated in-store, on social, and at pop-up events. The cookie was given a voice and personality as a meta memelord complete with romance storylines and rivalries. Jelly, who? 

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Coca-Cola Energy Canada Launch

High-adrenaline stunts, xxxtreme sports, and testosterone normally dominate the energy drink space. But what if there was an inclusive new energy drink designed to boost...everyone?

Coca-Cola Energy launched in Canada the day after Daylight Savings Time, the most tiring day of the year by putting energy directly into people’s hands in the moments they needed it most.

Pantene Hairstyle Challenges

Pantene wanted to strengthen more than just hair––they wanted to strengthen women. Inspired by the truth that girls bond by playing with each others' hair, and Millennials are nostalgic for those memories, the Pantene Hairstyle Challenges were launched.

 

These two-person hairstyle challenges brought over 700 pals together to demonstrate how using shampoo & conditioner together (the O.G. haircare BFFs) strengthened both hair, and friendships.

ACE Bakery

brand platform refresh

To escape the beige that dominates grocery store bakeries and refresh the brand from the shelf out, we looked to Canada's love for ACE Bakery products. No longer a side dish or a foundation for toppings, the 2023 brand platform was built on the truth that ACE Bakery is the love in the lunchbox BLT, the first-date butterflies in a baguette. 

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Occasion tableaus shot by renowned food photographer Ryan Szulc captured the spirit of the new brand platform, Love Every Bite.

A new colour palette was developed with muted pastel tones to help the bread shine. The typeface was chosen for its romantic, understated feel, and headlines expressed a culinary intimacy that's only believable from the best artisanal breads.

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Charming :15 OLV videos with social cutdowns drove directly to retailer websites to shop a variety of ACE Bakery products. 

The brand's refreshed presence on retailer websites expressed the love in everything ACE Bakery touches, from the hands who knead the dough to the hands who take us home. 

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Canada Dry Zero Sugar Launch

Canada Dry launched Zero Sugar to appeal to gen z tastebuds alongside a masterbrand packaging redesign. To build off the can's new vibes, Montréal photographer Maxyme G. Delisle was tapped to capture candids of the bev at a bash for the shopper launch, repositioning the Canada Dry brand at retail from grandpa's fizzy favourite to the party-ready pop for gen zers who want to slay each sip.

 

The creative was rolled out on social, eComm, and in-store.

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Samsung SUHD TV Launch

The SUHD TV’s astoundingly lifelike picture quality has the power to transport you to new places, transforming the passive act of watching TV into an immersive experience that reimagined where a television can take us.

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Revanesse Rebrand

Dermal fillers are traditionally marketed as surgical products. But years ago, after a certain hard-working celeb known for her lip-focused makeup line finally admitted to getting her “lips done,” it was game-on for lip fillers. Culture had changed.

The Revanesse brand relaunch inspired badass bossbabes and hard-working hustlers to proudly and openly reward themselves by getting (the) work done.

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Ritz
Welcome New Flavours

consumer engagement platform

Canada's multiculturalism is built on centuries of sharing meals with each other. But with inflation on the rise, it's harder for Canadians to get to know their neighbours through food.

 

That's why Ritz partnered with three influencers to share their unique heritage with followers, while reimagining a family recipe as a Ritz recipe. 

Hundreds of grocery store gift cards were given away to make it easier for Canadians to buy new ingredients and drive traffic to retailers. The program was rolled out as a tri-lingual campaign in English, French, and Chinese, an industry first for shopper marketing in Canada.

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Tim Hortons Ice Cream

product launch

Summer in Canada is a vibe. Lounging lakeside at the cottage, hiking among maple trees, and sitting around the campfire are all better with a pint. Yet Tim Hortons is synonymous with coffee and its cafés, not ice cream in the camping cooler.

So to show shoppers that Tim Hortons froze the taste of Canadian summertime, legendary advertising photographer Adrian Armstrong photographed surrealist interpretations of each flavour. The campaign was rolled out on social, digital, in-store and eComm, sparking double-double takes across Canada.

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