Jason MacFarlane
Co-founder, Creative Director, Communications @Home Planet
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WORK HISTORY
Co-founder, Creative Director, Communications @Home Planet
ON, CA
Developing brand storytelling to create solution-driven content that highlights impactful responses to today’s environmental, social, and economic challenges. Stories for a changing world, to educate and spark regenerative transformation. We craft bold experiences, compelling narratives, and customized branded content—strategically designed and executed to elevate next-generation brands. Developing the launch of the global REIMAGINE movement, driving strategic communications and cultural organization to advance regenerative thinking. Partnered with OnePlanet and founder Pooran Desai, architect of the UN Sustainable Development Goals—to position “Planet Regenerating AI” as a transformative tool for individuals and organizations to co-create integrated, purpose-driven strategies, visualized through dynamic mind maps, that align stakeholders. Championing the ‘Connect to Regenerate’ vision to inspire collective action and storytelling that connects people, purpose, and planet. Led the launch of Welcome Cannabis, including two retail stores, a website, online store, social media, font and the flagship Dundas West location. Developed the culture, creative direction, and values, aligning with conscious consumers and fostering a positive community and environmental impact Crafted the brand narrative and concept through documentaries and social content, positioning MicroHabitat as the global leader in urban farming and driving its expansion into Europe, growing into the world’s largest urban farming network Creator of The Bioregions, an original series exploring how communities confront climate change, industrial agriculture, and development while envisioning sustainable futures. Showcasing a diverse group of seekers and change-makers forging a bold new path, The Bioregions is committed to capturing the vibrant narratives of community resilience and sustainability through a variety of engaging methods and Brand
EDUCATION
Vancouver Film School
Advanced Degree: Scriptwriting and Film Directing
The University of British Columbia
Bachelor of Arts - BA, Film Studies
University of British Columbia
Bachelor's Degree
Vancouver Film School
Advanced Degree, Film Direction, Script Writing
ABOUT JASON MACFARLANE
With 20+ years of creative leadership, including founding Soft Citizen and Assignment TV, I specialize in crafting compelling content, narratives and communications across platforms. I’ve developed impactful campaigns for global brands, driven by a commitment to sustainability, social impact, and authentic storytelling with a cinematic vision.Some key highlights include: Social Impact: Plan Canada’s award-winning Because I’m a Girl campaign inspired the UN’s first International Day of the Girl in 2011. It has raised hundreds of millions, changed laws, and helped millions of girls access education. Sustainability Leadership: Led strategic communications and thought leadership initiatives within the Canadian commercial real estate sector, driving dialogue and action on decarbonizing the built environment with BOMA Canada. Conducted in-depth interviews with industry leaders over a decade to shape sector insights. Currently collaborating with Pooran Desai, visionary behind the UN Sustainable Development Goals framework and BedZED, the UK’s pioneering sustainable community, to support the launch of his next global sustainability venture. AI and Innovation: Leading strategic content and communications initiatives to drive the clean economy transition and responsible digital innovation, with a focus on Regenerative AI. Collaborating directly with the founder of \"Cleantech\' and \'CleanAI\', Nicholas Parker, to shape thought leadership and brand positioning for the CleanAI Summit, establishing CleanAI as the premier voice in the sector. Strategic Content & Marketing: Transformed Welcome Cannabis Dundas West into Toronto\'s top-selling cannabis store, as recognized by the Ontario Cannabis Retail Corporation (OCS). Mentored by Syd Kessler, a Marketing Hall of Legends inductee and one of Canada’s most awarded advertising producers and creative directors. Collaborated closely with The Sebastian Consultancy, one of the first boutique marketing firms, mentored by legendary Creative Director Gary Prouk and marketing strategist Susan Andrews.Objectives:I work at the intersection of storytelling, systems change, and regenerative innovation, helping mission-driven ventures and movements clarify vision, build culture, and craft narratives that catalyze action. My focus: reimagining what’s possible and connecting people, planet, and purpose through strategic storytelling.
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