Proof of Concept develops ideas and creative for brands and businesses.
The work can include concepts, copy, advertising creative, campaign ideas and creative direction.
WORK
Spec work
SPEC · AIR CANADA
Air Canada
Five creatives that work as one trip, from the tab you never booked to the flight home. Each one has its own job, from booking to the brand.
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SPEC · IKEA
IKEA
Two directions. One says out loud the other job people give a product at home. The other starts with the moment that sends someone shopping, then makes the product the answer.
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SPEC · FICTIONAL BRAND
POC Clear Aligners
A fictional brand built around one habit: hiding your smile so often you stop noticing. Three executions carry it from public, to personal, to alone.
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Spec work is self-initiated. It wasn’t commissioned by the brands shown.
WHAT THE STUDIO DOES
The work depends on the project.
Maybe you have a launch coming up, a campaign that needs a new idea, or creative that’s starting to feel stale. Proof of Concept can develop the concept, write the copy and produce the creative the project actually calls for.
ONE-TIME PROJECTS · RECURRING CREATIVE SUPPORT
EXPERIENCE
Experience behind the work
Before starting Proof of Concept, Shemar Dorset spent three years running marketing for a Montreal-based insurance broker. His work covered creative, content, media, production coordination and the daily marketing operation.
AD BUDGET · TWO YEARS
He was trusted to manage more than half a million in ad budget across two mature years.
TRACKED INBOUND LEADS
Growth in tracked inbound leads.
PAID SOCIAL · ONE YEAR
Paid social reached 11M+ people in one year, nearly double the year before.
BEYOND THE CONCEPT
Some ideas need more than the concept.
Proof of Concept can develop the concept and creative direction, prepare the brief, coordinate with outside specialists and stay involved through execution. The specialist still does the specialist work.