About & Contact

NICE TO MEET YOU

I'm Mike

Mike Lucas is a Toronto-based Executive Creative Director who leads award-winning design and brand storytelling for some of Canada’s most recognizable entertainment brands — Cineplex, The Rec Room, and Playdium. With over 20 years in the creative industry, he blends strategy, design, and storytelling to shape experiences that audiences connect with long after the lights come up.

Creative leadership with purpose.

Mike leads Cineplex’s in-house creative agency - a 20-person team of designers, writers, video editors, project managers, and producers - dedicated to creating work that’s as intelligent as it is beautiful.
He’s driven by three things: smart ideas, meaningful collaboration, and creativity that delivers measurable business impact.

Some highlights along the way:
• Guided major brand refreshes for Cineplex, The Rec Room, and Playdium.
• Developed national campaigns that boosted sales, deepened brand affinity, and earned recognition across multiple creative and industry awards.
• Built sustainable systems and processes that continue to deliver millions in creative cost efficiencies each year.
• Champion of AI-driven tools and workflows that help creative teams work faster, smarter, and more inspired — without losing the human spark.

Disciplines

Creative Strategy
Brand Identity
Campaign Strategy
Design Systems
Leadership & Team Development
Digital & Social Content
Design & Art Direction
Creative Operations
Motion Design & Animation
App & Mobile Design
Augmented Reality
Technology & AI Integration
Fiscal & Creative Budgeting

Creative Strategy
Design & Art Direction
Visual Identity
Creative Operations
Budgeting & Management
Photo Art Direction
Motion Design & Animation
App & Mobile Design
Augmented Reality

Tools

Photoshop
Illustrator
InDesign
After Effects
Premier
Cinema 4D
Workfront
Gen Ai Tools
ChatGPT
WisprFlow
Sony Gear

Photoshop
Illustrator
InDesign
After Effects
Premier
Sketch
Cinema 4D

Speaker

2025 - In-House Agency Forum Webinar
Topic: Lights, Camera, ROI—Proving the Value of Creativity

2019 - Henry Stewart Creative Operations San Diego
Topic: Spilling the Popcorn - How to Manage the Growth of your In-House Agency

2016 - Slack Amazing Teams Toronto
Panelist

Awards

Gold - 2023 National Popcorn Day Campaign - Multimedia Campaings | In-House Creativity Awards By IHAF

Honorable Mention for The Rec Room's Rec The Halls Holiday Campaign - Social Media, Paid Posts, Multi-Platform | In-House Creativity Awards by IHAF

Merit Winner in the HOW In-House Design Awards 2018 for Melt

Merit Winner in the HOW In-House Design Awards 2018 for The Greatest Joy

Merit Winner in the HOW In-House Design Awards 2018 for Melt

Merit Winner in the HOW In-House Design Awards 2018 for The Greatest Joy

Resume

You can get my latest resume by downloading it here.

Mike Lucas

is Vinyldust

mike@vinyldust.com