Awards: Webby Awards 2025 Winner (Best Use of AI) + People’s Voice Winner (Best Use of AI) + Webby Honoree - AI, Immersive & Games, 3x Strategy Gold, 2x D&AD Wood Pencil, FWA SOTD + SOTM, plus recognition from Epica, Communication Arts, ADCC, Marketing Magazine Awards, Canadian Marketing Awards, Atomic Awards, Media Innovation Awards, CSS Awards, Clios, One Show, Awwwards Developer Award + SOTD.
Following Wildfire
tentree x Dentsu Creative | Webby-winning AI platform for early wildfire detection
Following Wildfire was created in response to a growing environmental and public safety problem: traditional wildfire detection systems are strong in remote areas, but often miss the recreational zones where many fires begin and where people are already hiking, camping, and posting photos. In the wake of Canada’s record-breaking 2023 wildfire season, tentree partnered with Dentsu Creative and Reflektor Digital to create a platform that could turn everyday social content into an early warning system. Reflektor’s public case study describes the project as a real-time wildfire detection platform built to help Canadians participate in protecting their communities through social media and AI technology.
In my role as EVP of Digital, I worked across digital innovation, creative technology, and interactive production to help shape projects where emerging technology could solve real-world problems, not just create attention. What made Following Wildfire especially meaningful was that it combined public utility, strong storytelling, and technical execution into one integrated experience. It was not simply a campaign microsite or a data tool. It was a system designed to make participation frictionless, turning behaviour people already had — sharing photos online— into something actionable and socially valuable.
