In 2025, Dairy Queen challenged us to drive app adoption among Canadians. Instead of a standard digital ad, we took a creative gamble: hiring Vanderpump Rules star Tom Schwartz as a surprise delivery driver. The campaign generated instant organic reach and a massive social conversation with fans wondering why he hadn’t shown up at their door.
To bridge the gap between digital content and real-world experience, I helped lead a sold-out fan event in Toronto. We curated a “watch party” experience complete with on-theme cocktails and Dilly Bars, creating a viral loop that blew up on social media. This project highlights my ability to blend celebrity talent, experiential marketing, and digital strategy to deliver results that go far beyond a standard impressions count.
Client: DQ
Agency: Dentsu
Producers: Kyle Richmond, Liza Hicks, Taylor McIlwaine, Liz Stembridge
DOP: Jorge Vasconez
Production Company: McGillivray Group
Editor: Sheldon Ludwig
Photography: Adam J. Lawson
Case Study
