See the Person. Not the Label.

Copywriting for Static Ads

2024

VML Canada, Toronto, ON
w: vml.com/toronto

Ad Agency: VML Canada Chief Creative Officer: Graham Lang Executive Creative Director: Allen Kwong Creative Director: Mike Richardson Copywriter: Kyle Woods Art Director: Valentina Fortun, Lee I, Logan Franklin Writer: Zachary Richman Head of Production: Steve Emmens Producer: Jonathan Lajoie, Risa Sone Print Producer: Patrick Conway Retoucher: Andrew O’Driscoll Production Company: Off Screen Romance Director: Sean McLeod Editor: Sean McLeod Executive Producer: Dana Klyszejko Producer: Maria De Sanctis Director of Photography: Morgana McKenzie Audio House: Bloor Street Sound Photographer: Max Rosenstein Client: Egale Canada Client: Jennifer Boyce

Too often, trans people are identified by a single word. To show that trans people are so much more than just trans, we designed full page print ads that can be read in two different ways. The left side of the copy shows the stereotype that most people see. The right side shows the inspiring story that most people miss.