TORONTO, CANADA — TBWA\Media Arts Lab, the bespoke agency for Apple, has announced the promotion of two Creative Directors in Toronto. Jason Lee and Derek Silveira will report to Pedro Prado, regional Executive Creative Director responsible for Canada, LATAM and U.S. Hispanic.
Commenting on their promotion, Pedro said, “Derek and Jason are pure talent and enthusiasm. Working with them has been delightful, and I’m extremely excited about what lies ahead in this new chapter of MAL Canada.”
Jason and Derek have been creative partners for the last five years, successfully syncing their brains to create award-winning work. Separately, they’ve worked at some of the top agencies in Canada, creating ads for everything from footlongs to laundry detergent. They joined forces at Zulu Alpha Kilo to tackle creative duties for Subaru before making their way over to Juniper Park\TBWA to work on Nissan, GoDaddy and Apple in 2022. In 2023, Jason and Derek joined TBWA\Media Arts Lab working alongside Strategy Director Alice Greenberg and Senior Account Director Lisa Harvey.
Since then, they have created campaigns for Apple’s long-standing platform “Relax, it’s iPhone”: “The Hunt” features two of Canada’s most popular hockey players on an all-night scavenger hunt with the help of the all-day battery life of iPhone 14, and “Pooched” shows how the Emergency SOS via satellite on iPhone 15 can save you and your dog’s life.
Jason said on “Think Different,” “1984,” “Get a Mac,” “Shot on iPhone,” “I feel privileged and humbled to be working at the place that brought these iconic Apple campaigns into the world and that I get to contribute to this legacy of work.”
Derek added, “Working at TBWA\Media Arts Lab, you’re surrounded by people with massive talent all channeling their energy into making awesome things. It’s nice to be part of that.”
