Location • Title
Toronto • Art Director
I'm an art director who can also score a basketball beyond the arc (almost 50 percent of the time).
Creative philosophy or approach
Imagine you're playing one-on-one with LeBron James. Most of the time he'll block you, but there's always a chance to score. It's the same way with creativity; most of the time you're blocked and the competition is stiff, but there's always a chance a great idea will come along and you'll win big.
Recent work I’m proud of
I worked on a project for Burger King called Grubtitles. The work leveraged technology in an innovative way to enhance BK's app and delivery process. Not only did I have a great team to work with, but we had a blast making it. It won a Pencil at D&AD New Blood and I couldn't be prouder.
Link to campaign: https://tedpedro.com/grubtitles
Recent work I admired
Wieden + Kennedy's spot for Nike, "You Can't Stop Us." The execution and craft are absolutely amazing. This will be one of those references people go to saying, "Remember how they did that split-screen thing?"