John Halliday

As a seasoned creative professional, I specialize in navigating complex challenges within branding, advertising, and strategy. With over 25 years of experience, my journey has encompassed roles as an Art Director and Creative Director, highlighting my adaptability and versatility across diverse creative projects. My expertise spans digital and print media, packaging, and comprehensive strategy development, including concept and campaign development, content creation, and direction for both art and creative projects.

I thrive on discovering new opportunities that fuel my creativity and am committed to leveraging my unique skills to help your business realize its vision. Currently engaged in creative contracting, I'm eager to discuss how we can collaborate to harness innovative solutions and achieve outstanding results.

Let's connect and explore the possibilities.

At Nature's Path, I thrived as the Creative Lead and Production Director, leading a diverse team of specialists in packaging, digital design, writing, animation, and content creation. I spearheaded the launch of numerous products, including Que Pasa's Jalapeño & Lime tortilla chips, organic taco shells, Love Crunch's Hazelnut & Dark Chocolate, Nature's Path's Keto cereals, and EnviroKidz RhinoRolls.

My efforts extended to managing the rebranding of the Nature's Path and Anita's Organic Mill partnership, crafting the Nature's Path brand guidelines, innovating a new social media workflow, and revitalizing the brand's packaging in both English and bilingual formats. My contributions encompassed packaging designs, digital ads, social media campaigns, point-of-sale materials, outdoor advertising, and a Super Bowl commercial.

Committed to ethical sourcing and Fairtrade, I also engaged in community volunteering and promoting organic leadership. This role was both challenging and fulfilling, allowing me to positively impact the planet while driving the company's success through strategic creativity and leadership.

My team played a crucial role in developing a communication response strategy for Calgary's great flood of 2013, which helped the city attract higher than expected summer visitors. Working with CEO Arlene Dickinson improved my creative thinking skills. I was also part of the initial launch of the District Ventures accelerator program, gaining valuable insights into the food & beverage and health & wellness sectors and working with 8 Cohorts.

In addition to overseeing brand guidelines, digital experiences, and marketing materials, I managed multiple projects, budgets, and contracts with photographers, video production companies, and other professionals. I established a permanent in-agency audio, video, and photography studio and provided mentorship to team members on production techniques and social media workflows. This role allowed me to utilize my leadership skills and experience to drive the creative direction of the company.

Brand development for the Travel Alberta (Remember to breathe) campaign - art directing concepts for the brand guidelines, photography assets and video productions. Other projects included Bernard Callebaut Chocolates, Children's Cancer and Novatel.

As the art director at DDB, I worked closely with a team of copywriters, designers, and digital developers to create integrated campaigns and digital experiences for a wide range of clients. My responsibilities included negotiating contracts for photo and video production, overseeing the design and post-production process, and managing film and photoshoots.

I'm proud to say that my work has been recognized with numerous accolades, including best of show and three gold awards for an interactive washroom poster and Advent calendar for Mothers Against Drunk Driving, recognition from Lürzer's Archive, Applied Arts, and the Ace Awards for my work on the Edmonton Indy, a people's choice award for a Lotto 649 campaign, and a Graphis gold for my art direction on the PetSpa campaign.

In addition to my creative responsibilities, I also played a key role in developing large-scale pitch decks and strategic campaigns. I enjoyed collaborating with a diverse group of professionals, including copywriters, digital developers, and social media specialists, to bring our clients' visions to life. It was a rewarding and challenging role that allowed me to utilize my skills and experience to make a positive impact in the world of advertising.

As a member of the Calder|Bateman team, I was brought on to help the company establish a strong presence in the creative industry. I played a key role in art direction and design projects, including large integrated campaigns, corporate identities, social media content, websites, and digital display campaigns.

I managed and negotiated photo and film productions, mentored junior designers and production artists, and collaborated with copywriters and media strategists to produce powerful and impactful campaigns. Our work for AADAC (Alberta Alcohol & Drug Abuse Commission) was particularly noteworthy, as it helped draw attention to the fight against the tobacco industry and featured heart-wrenching campaigns such as Barb Tarbox, which gained global attention, and Cancerhead, an animated series that sparked important conversations. I am grateful to have had the opportunity to work with Frank Calder and Margaret Bateman and contribute to such meaningful projects.

I was also a part of the inaugural team that launched the Edmonton Grand Prix and received numerous national and international awards for our groundbreaking work with MADD Canada's Edmonton Chapter. My responsibilities included overseeing and directing websites and digital content, winning awards for art direction and creative strategies, optimizing the digital presence, and recruiting top-tier team members. It was a challenging and fulfilling role that allowed me to make a significant impact on the company and the industry as a whole.