An optimistic spirit carries throughout the work of Toronto-based director Wayne Craig, who has spent more than a decade helming smart, observational spots for some of Canada’s top agencies and clients.
Wayne spent most of his formative years in India and in various cities in Canada nurturing an appreciation for the bizarre and humorous side of the human condition. That includes films that “show us how to find light at the end of the tunnel.”
“I love people and I believe that the human condition, both funny and tragic is the focus of all great messages,” he says. “This will sound a little contrived, but I think our legacy as film makers is the legacy of the storyteller.” As much as Wayne loves people, what he really loves are kids. Many of his best-loved campaigns have captured the fun and innocence of life seen from their perspective.
After graduating Ryerson University’s Radio and TV Program, Wayne set out to make his mark in the commercial production world, working his way up from PA to PM to AD, learning from some of the best commercial directors in the world during the late ‘80s and early ‘90s.
Wayne began his directing career auspiciously in June 1997. His first campaign for Nettlemax won him a Lion at Cannes, and the following year the campaign he shot for Clorox with DDB/Toronto made it to the Cannes shortlist. He has since shot ads for TransAlta’s sponsorship 100th Calgary Stampede, Walmart, Toyota, Rogers, ESPN, BCLC, Capital One, CIBC, Johnson & Johnson, Wrigley’s, Science World, Maple Leaf, Metro, McCain and BCAA to name a few.
In 2012 he directed “Free to Pee” for TaxAct, which aired in the US during the first quarter of the Super Bowl. The charming spot, which the TODAY show picked as one of their favourites of the game, tells the story of one boy’s frantic, urgent, need to pee.
Wayne lives in Toronto with his wife Lisa, their daughters Emma and Kate, and their son Jack.