McCann Canada’s New Creative Team Proves Comedy Is a Serious Business

While relationship red flags are often what people are trained to look for, equally important are the green flags as well. The signs and little moments that make you say, “yeah, this is a good fit, I’m going to put in the effort required to make sure this works out.”

It might be something as simple as feeling good in each other’s company. Perhaps it's witnessing the partner’s consistent willingness to take responsibility and accountability. Or, as McCann Canada’s associate creative director team of Aaron Woolfson and Matt Smith suggests, mutually dropping references from ‘90s era ‘The Simpsons’ is a surefire sign of good things to come… which, incidentally, is exactly how the two came together.

Picture this. It’s 2023, Aaron is at Dentsu Creative Canada sans partner, and Matt applies for the job. So, they jump on a video call together to see if they’re a good fit, and a couple of well-exchanged quotes later, both know it’s meant to be. Not a meet-cute in any traditional sense, but still, a worthy origin story for what’s proven to be a fruitful partnership since.

“I think we're kind of like Colin Mochrie and Ryan Stiles,” Matt says. “On their own, pretty good, but the magic happens when they get together.”

This much was evident even from the duo’s first-ever collaboration: a DRTV spot for Manulife. Shooting in Johannesburg, South Africa – with Matt coming onboard halfway through the process due to it having already been written and approved – it was the perfect opportunity for the pair to find their rhythm, affirming their decision to team up was the right one.

“In those 10 days together, we developed some good bits, which was the perfect start to our partnership,” reflects Aaron, to which Matt adds, “We bonded over biltong… Also, don't eat a lot of meat you aren't familiar with! In addition, we drove around in 45° Celsius heat for hours and saw way too many zebras, and far too few lions. Zero lions! Except for one that may or may not have been a rock. We've still got some inside jokes from that trip.”

While the work itself was a hit, the real benefit of this experience, for Matt and Aaron, was getting a first crack at creating a consistent collaborative process upon which they could base future endeavours. The takeaway here? Lean into that aforementioned mutual taste in TV and movies, where and when possible.

“We always find inspiration from comedy – sitcoms mostly, but movies too,” Aaron says. “We have a similar sense of humour and always try to come up with a funny idea, even if the brief is extremely serious. However, our interests are quite different, so we draw from our unique experiences and hobbies which helps us broaden our approach. And, thankfully, we have similar tastes in TV and movies, so we find common ground there.”

Likening this approach to improv, where things always stem from the statement ‘yes, and?’, Matt highlights Aaron’s ability to build on half thoughts from different angles as instrumental in getting to interesting creative places, such as one of the pair’s standout projects, ‘Mini Media’.

“Here, we started a tiny media company, Mini Media, within Little Canada (a miniature attraction in Toronto),” Aaron explains. “We launched with a campaign for Subway’s restaurants featuring footlong billboards.”

However, a successful track record and strong collaborative history does not entirely prevent disagreements from time to time. Proving this point immediately, Matt jokes that while the ‘Mini Media’ initiative is Aaron’s favourite, he personally believes that the best work of theirs hasn’t actually seen the light of day thus far.

“Creatively, we’re almost always on the same page,” he continues. “Otherwise, music probably. If you made a Venn diagram of our tastes, it would be two circles. And we don't talk about it much, but we are not aligned politically. But that's OK, we simply agree to disagree and get back to work.”

Of course, if the unthinkable actually happens and the duo are truly not on the same page, the process is fairly straightforward. Whoever suggested the idea pushes to try and defend what they like, with a mutual understanding that ultimately, neither is that precious about it.

“We try to keep emotion out of it,” Aaron adds. We’re both passionate, but we respect each other’s opinions and we’re honest. And when in doubt, a well-timed quote from ‘The Simpsons’ makes everything better.”

More than that, however, the two know it’s important to maintain this kind of working dynamic, precisely because one of the major benefits of a collaborative partnership is having a safe space to throw out stupid but fun notions, as well as insights without true ideas behind them. As Aaron puts it, “When you have a partner that you can count on, and know that they take pride in their work, it can take the weight off your shoulders.”

This attitude is exactly what the pair have brought to their day-to-day at McCann. Having only joined the team this past March, each is eager to bounce and play with ideas until they’re just right, and subsequently showcase work that truly exudes a sense of fun and passion… all while annoying everyone on Microsoft Teams via Matt’s strong GIF game and the duo’s shared ability to have entire conversations in this form.

In seriousness, however, this opportunity is something both Matt and Aaron are very excited about. Reflecting on their recent arrival, the former notes that despite not initially looking for a new position, from the start of conversations, it was clear the agency was “brimming with opportunity”, which made it feel as though it was an opportunity that couldn’t be passed up.

However, for Aaron, a man who started his career as a McCann intern in 2011, this moment means a little bit more. “Right now, the agency has tonnes of momentum creatively. It has a proven track record of effectiveness with its success at the Effies, and with Jordan Doucette coming on as chief creative officer and Ryan Timms doing great things as president, it felt like the perfect time to make my triumphant return.”

So, what’s on the docket for the coming months, and what can people expect now that the pair has settled into their new home? According to this dream team, work that showcases a sense of levity and care is front of mind, but this pursuit may also demonstrate why, when done right, two minds can be better than one.

“It’s hard to get paired up in this hybrid work world – it takes time to bond – but Matt’s a great guy, hard worker, and has a good sense of humour” says Aaron, reflecting on their history. “Just don’t ask him to choose lunch.”

Returning the praise, Matt finishes by emphasising that his partner’s “wildly funny and hilarious” nature, combined with their shared sense of humour always meant, in his mind, that they’d be the right match in the long run. “I figured he would make for a great partner… or a great nemesis.”