samantha-petherbridge-blog

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About Sam.

Sam is an internationally awarded Brand Director/ Consultant. With 13+ years of experience, she has worked at a diverse set of companies like Airbnb, FLORENCE studio, TBWA\Media Arts Lab, BBH, and VICE; on brands such as Red Bull, adidas, Apple, Google, and most importantly, the Canadian retail giant/ national treasure: Canadian Tire.

She has spent her career pushing the boundaries of what defines an “ad”, which is demonstrated through work like ‘Welcome Home’ by Spike Jonze, for Apple HomePod. She has a broad range of category experience, focusing the last five years on tech and music.   

She has dedicated her spare time on initiatives like Times Up and Change the Lens. Through these programs, she has helped companies tackle the issue of underrepresentation and creating safe, inclusive work environments.

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“Goodnight Developers” // Media Arts Lab // Apple

Created a thank you film to the developers that change the world. Screened at WWDC 2019.

Directed by Derek Cianfrance.

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“Share Your Gifts” // Media Arts Lab // Apple

Ended 2018 with a campaign that solidified Apple’s POV on, and year long celebration of: creativity.

Apple believes the world is facing a creativity crisis - people aren’t acting on their creative potential for a variety of reasons, like arts education being defunded, social conformity being valued, structural inequalities, and often times, because they don’t have the self belief to put themselves out there and share their creative gifts. 

360 campaign including Apple store curriculum and live performances.

Team: Bruno & Diogo , Jeremy Wirth , Jed Cohen

Directed by BUCK , Music composed and performed by Billie Eilish.

Awards: 35 (Including 6 Cannes Lions)

Making of.

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"Welcome Home” // Media Arts Lab // Apple

Launched Apple HomePod into a growing but competitive category with a clear leader. Embedded the product in the heart of music culture and positioned it as a high-fidelity, high-performance smart speaker to demonstrate the power of Apple’s ecosystem - hardware (HomePod) + software (Siri and Apple Music).

Assets were created to support an earned comms approach. Digital and social first with TVC cutdowns.

Team: Arnau Bosch, Robbin Ingvarsson, Kako Mendez

Directed by Spike Jonze, Starring FKA Twigs, Music by Anderson Paak

Awards: 50 (Including a Grand Prix Cannes Lion)

Behind The Scenes

Case Study

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Music Anthem // Media Arts Lab // Apple Music

Launched a new visual identity and positioning for Apple Music. Orchestrated a new way of working that included stakeholders from performance marketing, through to brand. Created a global campaign that helped consumers simply understand that the music note icon on their phone = Apple Music.

Apple Music’s Note campaign established the icon as a brand mark and a place to discover what’s next in music culture. It is an on-going, global campaign.

Team: Laura Pol, Ledi Lalaj

Directors: BUCKCase Study

Sam Smith Album / Film Launch - Example of artist specific content.

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dirtylittleredhead.com // BBH // Kacy Hill

Created the Kacy Hill brand. Established her by creating a visual accompaniment to her launch album “Like a Woman”, which is a reflection of her experience with femininity. DirtyLittleRedhead.com explores an unapologetic side of sexuality without shame or imposed collective belief of what is “normal”.

Team: Gabbie Bautista, Sarah Baugh

Directors: Cara Stricker, Amber Grace Johnson - MATTE

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“Anthem” // BBH // Google Play Music

Launched Google Play Music to consumers. Created a new positioning and brand identity that demonstrated the intelligence of the product while building emotional affinity, in a crowded, transactional category.

TVC and digital campaign.

Team: Kriss Grove Moller

Director: TWIN

“Rooted in Music” // BBH // Google Play Music

Web series produced by QD3 bringing together musical legends with new artists to demonstrate how all music is connected. Brought to you by the brand that connects the world.

One series from a roster of digital content, that together lent much needed credibility to the brand.

Team: Kriss Grove Moller

Director: Mike Piscitelli

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“#MobileMusicVideo” // VICE // Fido & Keys N Krates

Created the world’s first location-based  #MobileMusicVideo (as seen in Fast Company.) for Keys N Krates’ new hit “Save Me”.

The experience brought together a demonstration of the power of mobile and the power of music and how the two combined have a profound impact on a young person’s life.

The #MobileMusicVideo was launched at Bestival in Toronto and was part of a concert series put on by VICE artists.

Team: Marianna Ludensky, Kitron Z Neuschatz, Michael Dylan Ferrara

Director: Vanya Heymann

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“What it Takes” // SID LEE // Sport Chek 

Canadian Tire and Sport Chek entered into Olympic sponsorship for the Sochi Olympics. Our work showcased their commitment by celebrating Canadian Olympians dedication to their sport. The work also rallied Canada behind the team.

360 campaign including a 5000 person event, grassroots kid-focused initiatives and an Olympian employment program at Canadian Tire.

Team: Marcella Coad, Jeremiah McNama, Laura Kim, Austen Morrow

Director: Mark Zibert

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“Let It Snow” // SID LEE // Sport Chek

Seeded Sport Chek’s partnership with the Canadian Olympics team by featuring them in comms. Create excitement for the Canadian snow season. 

Team: Marcella Coad, Jeremiah McNama

Director: Mark Zibert

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“all in for #mygirls” // SID LEE // adidas

Launched adidas’ first female focused, global initiative to Canadian youth, on youth platforms. Social only creative.

Team: Ryan Spellecy, Karen Larmour

Director: Melina Matsoukas

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“Anthem” // SID LEE // Sport Chek

Launched the branding of Sport Chek - a sports retailer without an identity.

Showed consumers that at the heart of every athlete, every person, betterment is something that drives us all. Everyone has a different starting point and Sport Chek is there to help you, wherever your start is.

360 campaign.

Team: Danielle Haythorne, Stuart Campbell

Director: Mark Zibert / Photographer: Finn O’Hara

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"Determination” // SID LEE // Reebok + Sport Chek

 Announced the return of Sid the Kid with his new Reebok line - SC87, available exclusively at Sport Chek.

TVC and print lead campaign.

Team: Danielle Haythorne, Stuart Campbell

Director: Mark Zibert

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“all cammalleri” // SID LEE // adidas

Announced Mike Cammalleri was “all in”, demonstrated why he has earned his stripes through TVC and print.

Team: Stuart Campbell, Paul Constantakis

Director: Chris Sargent

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Autoparts Font // SID LEE // AOL autoblog

Positioned autoblog as an original creator of auto content and unique from other car blogs.

The original font was created by car parts by a celebrated Canadian artist, and was used across assets like OOH and digital.

Team: Marcella Coad, Paul Constantakis

Artist: Karim Zariffa

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“Catch” // TBWA // Pedigree

Shared Pedigree’s beliefs with consumers: All dogs deserve good food, and all dogs should be celebrated for being (and acting like) dogs.

TVC and print campaign.

Team: Steph Mackie, Mark Biernacki

Director: Bob Purman

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“Bugging for KD” // JWT // Kraft Dinner

Launched new KD cups and showed to the KD lover (tweens) how easy it was to make KD cups, without mom.

TVC focused campaign.

Team: Andy Brokenshire, Dean Hoare