Half-Ass

Copywriting for Video or Sound - Single

2025

Courage, Toronto, ON
w: courageinc.com

Among home improvement professionals, there's a common saying used to critique work that lacks effort and quality craftsmanship: half-ass. Half-ass framing, half-ass plumbing, a half-ass paint job—all describe projects that no self-respecting builder would aspire to.To dramatize that, we launched a film that made half-ass literal by creating a life-sized half-donkey representing all things half-ass.

Founder, Chief Creative Officer: Dhaval Bhatt, Joel Holtby
Partner, President: Niki Sahni
Partner, Chief Strategy Officer: Tom Kenny
Partner, EP: Clair Galea
Managing Director: Saloni Wadehra
Creative Director: Jesse Wilks, Gerardo Agbuya
Associate Creative Director: Zuheir Kotob, Jason Soy
Art Director: Zuheir Kotob
Writer: Jason Soy
Senior Producer: Sarah Moen
Strategy Director: Derek Mollenhauer
Account Director: Camilo Moreno
Director, PR: Natalia Banoub
Client: RONA
Chief Executive Officer: JP Towner
SVP, Marketing and CX: Catherine Laporte
Senior Director, Brand Marketing: Jacynthe Prince
Manager, Brand Marketing: Myriam Bernier
Marketing Specialist: Vanessa Imbeault
Production: Smugger x Soft Citizen
Director: Guy Shelmerdine
Founding Partner: Patrick Milling-Smith, Brian Carmody
Chief Operating Officer: Andrew Colón
Managing Director: Sue Yeon Ahn
Managing Director, EP: Eva Preger
EP: Link York
Head of Production, EP: Rob Burns
Line Producer: Vanessa Lenarduzzi
Director of Photography: Chris Soos
Production Manager: Annie Marcoux
Production Coordinator: Kendall Jade
Puppet Designers: Masters FX
Production Designer: Gus Ward
Editorial: Outsider Editorial
Editor, Founding Partner: Chris Murphy
Executive Producer: Kayan Choi
Producer: Kelsey Dale-McGrath
Assistant Editor: Daniel Karan
VFX and Online: Parliament
VFX Artist: Narbeh Mardirossian
VFX Producer: Emma Hertz
Colour: Royal Cluster
Colourist: Lasse Selvi
Colour Assist: Esli Israel, Celene Curlee, Zack Wilpon
EP: Thatcher Peterson
Head of Production: Diane Valera
Audio: Vapor Music
Executive Creative Director: Joey Serlin
Sound Designer: Kevin Chamberlain
EP: Kailee Nowosad
Engineer: Julian Rudd
Media Partner: Cossette Media

Winning Entry: vimeo.com/1069789917?share=copy