Fernando Vargas
Creative Director
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Mini Mall Storage

 

Mini Mall Storage

Self-storage operator providing secure, convenient storage solutions across communities in Canada and the United States.

I lead an 11-person multidisciplinary creative team supporting Mini Mall Storage, directing creative across brand, campaigns, web and content for a growing North American brand.

For Mini Mall Storage, I partner with marketing and senior leadership to translate business priorities into brand and creative direction, helping shape how the brand connects with customers across markets in Canada and the U.S.

The work below is a selection of how that came to life.

Simple & Secure Self Storage

“LEGO Day: Time to Declutter” Commercial

Led the creative direction for a commercial that began as a small International LEGO Day social concept. I saw the potential to take the idea further, led our team in developing it into a full commercial, and pitched the concept for broadcast and cinema. The result was a cinematic, humorous spot that brought Mini Mall Storage’s playful brand to a larger audience.

The Quiet Campaign

Brand Campaign / Short-Form Video Series

Led the creative direction and developed the narrative concepts for a three-part campaign informed by resident research, focused on what residents value most: quiet, safety and companionship (pet-friendly living). I wrote the storyboards and directed the creative team in bringing each film to life through simple, cinematic moments at home that made those benefits feel personal, relatable and real.

QUIET: Peace of mind has an address.

COMPANIONSHIP: You don’t Just live here. You share a life here.

QUIET: Quiet Is Not a Luxury. It’s a Lifestyle.

Service Framework

Internal Communications / Training Video on Service Standards

Led the creative direction for the launch of Avenue Living Residential’s Service Framework, built around three standards: Safe, Clean and Functional, with the goal of achieving “Best on Block.” The video combines live action and motion graphics to turn an operational framework into something accessible and engaging for property teams.