To launch MTS HDTV and persuade people to upgrade to high definition cable TV, the battle of the century was on. Literally. Utilising the MTS’s mascot - a bison named Morty - MTS was pitted against ‘The Other Cable Guy’ in an infomercial of knockout blows.

Thanks to budget restrictions, improvisation, a taxidermy bison head and a huge amount of resourcefulness were required on set. The film, shown on TV and online, was supported by two direct mail pieces. A miniature version of the “Manitoba Monitor’ newspaper, and a customised thumb wrestling ring brought the final blow of the campaign directly to our audience’s door.

My role:
Concept, art direction and design.