I’m Synden, a creative director and storyteller based in Montreal.
I work across brand storytelling, content systems, visual culture, and campaign development. My background moves between editorial instinct and creative structure, helping ideas find their clearest form.
Approach
I’m most useful when there’s a strong idea with too many competing forces around it. A brief expands. A campaign starts carrying too much. A system makes sense in pieces, but not as a whole.
That’s usually when I return to the same question from different angles. What is the work trying to say, and what does it need in order to land?
Experience
Over the past decade, I’ve worked across publishing, branded content, digital campaigns, regulated categories, internal communications, launch moments, and cultural storytelling. That range has shaped how I work, with narrative, structure, and a practical understanding of how ideas actually get made.
Beyond client work
Outside of client work, my practice extends into photography, writing, and narrative development. They sharpen the same instincts I bring to commercial work, from observation and rhythm to atmosphere, structure, and knowing when not to over-explain.