Making things feel necessary.
Dax is an Art Director and Creative Strategist with over a decade of work across global brands, independent agencies, and in-house teams. The practice sits at the intersection of campaign thinking and considered design — where ideas earn their space.
Based
Toronto, Canada
Available for
Campaign, Brand, Direction
Experience
12+ Years
Clients & Collaborators
Nike, Air Canada, Patagonia, PRH, Johnnie Walker, Herman Miller
Recognition
Cannes Lions, Applied Arts, Strategy Awards, D&AD
Contact
Before going independent, Dax led the art department at BBDO Toronto and later served as Creative Director at a boutique agency specialising in cultural marketing. The decade in-agency was formative — tight briefs, brutal deadlines, and a front-row seat to what separates work that moves people from work that merely informs them.
The move to independent practice in 2018 was deliberate. Working directly with clients and collaborating with select creatives allows for a different quality of attention — fewer layers, faster decisions, better work. The studio is intentionally small.
The approach is rooted in research before aesthetics, and strategy before style. A well-crafted campaign is one where every visual and verbal decision earns its place — where nothing is decoration and nothing is accidental.