To help TELUS Spark raise $45 million and redefine its role as a world-class science centre, I created a campaign designed to do more than raise funds—it aimed to ignite imagination, stir civic pride, and make science feel personal and accessible to everyone. At its core was a simple truth: curiosity is the root of all discovery. The Keep Calgary Curious campaign tapped into this universal instinct, inviting Calgarians of all backgrounds to reconnect with their sense of wonder and see themselves in the future of science.

Targeting philanthropists, business leaders, public officials, and everyday citizens, I developed a suite of creative tools that positioned curiosity as the central narrative—anchoring everything from a printed and digital case for support to a bold content strategy across social and digital platforms. Inclusive and inspirational messaging motivated potential donors while reminding the broader community of the vital role science plays in shaping our world.

Through compelling storytelling and strategic design, the campaign brought Spark’s vision to life—elevating its position as a more accessible, inclusive, and globally resonant science centre. The result: a campaign that gave Calgarians a reason to invest in a brighter, more imaginative future.