The Ride to Conquer Cancer 2020 was a cycling fundraiser for cancer research. I worked on a range of cross channels. Our marketing strategies raised over $7 million for the Princess Margaret Cancer Centre.

I worked closely with the marketing & web teams on print, display, programmatic, and OOH ads; signage; motion graphics; UX/UI design and social media assets. I strategized lockups for new & ongoing fundraising campaigns, and ad initiatives that drove fundraising and registrations.

I designed the event’s cycling jerseys that uniquely embodied the infectious energy of the event. The limited edition apparel and event gear I conceptualized engaged and incentivized Riders to reach their fundraising goals.

As we shifted to a virtual event in 2020, social media was critical in connecting the Ride community. Instagram GIF sets embodied The Ride spirit and encouraged Riders to post & share event day pictures and videos.