I'm Naeem, a Toronto-based ACD / Art Director who believes in concept first, craft always.
I'm all about big ideas and sweating the details, and lately, bringing AI into the creative process in ways that elevate the work. (This site was even built with help from Claude.)
I'm hands-on from the first spark through to final execution, whether that's a full 360 campaign or content built for today's platforms. I just love making things that feel sharp, thoughtful, and polished.
OLG was gearing up to launch Proline+ (the digital version of OLG sports betting), we came up with the idea to introduce it to the world as THE PLUS SIDE.
EQ Bank wanted to break Canadians of their apathy towards big banks, who take more than they give. So we surfaced decades of frustration Canadians have towards the big banking system. Enough take, it's time to make. We leaned into the pain-points around the rising cost of living, while positioning EQ Bank's better banking benefits as a chance for people to Make Bank.
Google came to us to help them launch the Pixel 8 through their Toronto Raptors sponsorship.
We set out to show Raptors fans that with all the new features and tech, the Pixel 8 comes through "In The Clutch". And if you're going to show clutch plays, you need a couple of clutch commentators.
A collection of work I've enjoyed crafting over the years, spanning design, art direction, and applied AI.
Kool-Aid set out to launch a Halloween-inspired limited edition pack, and we created the brand's first glow-in-the-dark drinking pouch, dubbed Ghoul-Aid. I developed the hero key visual used across social, online, and in-store, brought to life through a blend of practical photography and AI-generated visuals.
I had the opportunity to work with a crypto trading group specializing in Bitcoin assets. They wanted customizable social media templates with an edgy, underground feel—something that speaks to the anonymity and mystique of the crypto world. This work blends AI-generated visuals with design.
Taking over the Simply So social account for the month, I created a collection of organic content using a mix of AI-generated images and photography.
Working with Glory Hole Doughnuts, we whipped up something as bold as their name, a larger-than-life menu! When unraveled, this oversized masterpiece didn't just showcase their mouthwatering treats, it also featured an actual glory hole (because, of course, it did).
The 2021 holidays were upon us! It was time to eat, drink and be merry. But first? Passport please. Vaccine passport that is. We turned the phone fumbling vaccine passport moment into a fun, holiday, joy-filled one.
FEATURED ON: AdAge / Global News / CTV News / ADWEEK / Little Black Book
Every young soccer player dreams of playing on the same field as their heroes.
Following Toronto FC winning the 2017 MLS Cup, we moved the championship pitch from BMO Field to a youth recreation centre and replanted it, inspiring future generations to play like champions.
The main campaign spot that brought the championship pitch story to life.
We saved some of the championship pitch and created custom pots featuring a timeline of Toronto FC's championship season, highlighting the three trophies they won that year.
We even kept some of the grass alive and created podiums that were placed in and around BMO Field. To kick off the 2018 season fans could rub the championship grass for good luck.
Sobeys, Canada's Family Grocery Store wanted to launch their new #FeedTheDream Olympic platform in a big way.
Since fans and families weren't allowed at the Tokyo 2020 Olympic Games, we brought their cheers and support to the athletes in Japan with Team Canada's Tablecloth — made by crowdsourcing messages of support across the internet, then embroidering people's encouragement onto a 260 ft² tablecloth that housed thousands of messages.
Over 1,500 individual patches came together to create a vibrant mosaic tablecloth.
Canadians could send in messages of support and see their words stitched onto Team Canada's Tablecloth.
Online videos showed athlete families being the first to send in their messages of support to kick off the tablecloth creation.
Throughout the Olympics, we kept our socials updated using the campaign look and feel.
