Justin’s vocation is to invent the best way of telling the right stories — as an author, strategist, creative director and photographer.
Marketing Magazine has named Justin one of Canada’s most creative people. He has turned Star Wars and Indiana Jones into global museum exhibitions, put a McDonald’s Restaurant into the side of a mountain at a snowboarding competition and branded the 2010 Vancouver Olympics with the very first bilingual Games slogan: With Glowing Hearts / Des plus brillants exploits. He also developed the award-winning branding and communications strategies for UFC World Champion Georges St-Pierre, world champion sommelier François Chartier and comedian Sugar Sammy, two-time recipient of the Olivier of the Year (2013, 2014). The strategy and campaign idea he developed for Adidas at the 2012 London Olympics, titled Take the Stage, won international acclaim and was named best global campaign of the Games. Adidas was voted 2012 UK Brand of the Year.
A former Press Secretary in the Prime Minister’s Office, he was spokesperson for the Right Honourable Paul Martin and was responsible for economic portfolios in the communications directorate of the PMO in 2003-4.
He has written two national bestselling books: The Way of the Fight, a New York Times Bestselling look at Georges St-Pierre’s life philosophy, and Weology: How Everybody Wins When We Comes Before Me, a book of ideas on leadership in the new millennium.