To Be a Woman

Cricket is an 18-year-old beauty Queen from a small town outside of Ottawa.  Her first experience with pageantry was the heartfelt, charity-oriented, supportive experience of a hometown pageant which she won.  This brought her to compete in the Top Model of Canada pageant which she then won.  After winning, the first thing said to her from the judges was “You better lose a bunch of weight if you want to get an agent.”  Cricket quickly became disenchanted with the modelling industry.  On her way to Egypt to compete in the Top Model of the World pageant she stopped by my studio to shave her head and do a photoshoot/interview for via Caitlin Stasey.  Cricket’s plan was to wear a wig to all her fittings leading up to the pageant so not to be disqualified and although nervous, managed to get through the lead up without incident.  Cricket revealed her shaved head at the Top Model of the World and needless-to-say, she didn’t win.  Her interview and photos were published on to hopefully inspire women to love themselves as they are. I shot this video throughout the head shaving process which became a rebellious ritual of sorts. Cricket wrote the accompanying poem to give voice to her actions. I found it to be raw and of a high quality. I hope you enjoy it too. xo

The Wall Street Journal #dontwait


It isn’t everyday in the advertising world you find yourself on a set run by exceptional women executing relevant and inspiring creative for a brand you believe in. I had the opportunity to take part in such an experience on the production team for “Good Things Come to Those Who Don’t Wait,” the new campaign for The Wall Street Journal targeting their most burgeoning online subscriber demographic; young women. The spot follows an ambitious woman running from birth to opening her own business, stopping for no one, letting no one get in her way. It is an inspiring message directed by industry DP legend, Ellen Kuras. Kuras shot Eternal Sunshine of the Spotless Mind and Requiem for a Dream and more recently the last few episodes of Ozark. She is a total badass and a new hero of mine. This was a job that left me totally inspired and feeling blessed. Take a look at the final product:




This is Cricket, the 18-year-old beauty queen who stopped off at my studio to shave her head en route to represent Canada in the Top Model of the World pageant in Egypt. The photos were shot on 120mm film and are published with Cricket’s full interview on Take a peek! xo

What does the word ‘woman’ mean to you?

The word woman to me means strong. Regardless of the sex assigned to you at birth, your ethnicity, your race, your religion, your sexuality, you are fighting a systemic pull. Of course, the factors stated above can make this pull stronger, and the battle harder. There’s the trickle-down effect of ingrained systemic misogyny, leftover from the fights fought by women before us, and the alive and thriving oppression that we have not yet tackled. We’re all fighting. And it’s important to help each other in our battles. It is especially crucial for woman born with privileges (e.g. white, cis) to assist our sisters in their more heavily-rooted battles.


Skin Two Fetish Fashion Book

In a celebration of 30 years in print featuring sophisticated and sexy fetish fashion,  Skin Two Magazine is publishing a coffee table book called “Skin Two Fetish Fashion – the definitive album of fetish fashion.” Tim Woodward, the magazine’s editor, has curated a collection of the most iconic images published in the magazine over the years and I am honored to have two of my images for Northbound Leather included. You can take a peek at them above. The shots are from a catalogue shoot I did for Northbound Leather back in 2013. I have included the rest of the shoot below for your viewing pleasure.

Photography & Art Direction: Jennifer Toole // Hair: Amber Fairlie @ The Manor Salon // Make-Up: Bronwen Weiderick

The Art of Creativity Awards


It is an honour to have been asked to judge the 2017 AOC Awards. I am amongst some pretty stellar company on the judging panel including Carol S. Eliel the Curator of Modern Art at LACMA & Philly Adams the Senior Director of Saatchi Gallery in London. The AOC Awards honour production and post production companies who have transformed the making of commercials and music videos into a modern day form of art and entertainment. All AOC 2017 first place award winning production companies will screen and discuss their creative work with Soho House members at their houses in West Hollywood, New York, London, Berlin and Toronto. The Art of Creativity Award Presentations will take place at each Soho House prior to the screening and panel discussion. All screenings and discussions will begin mid-September, starting in West Hollywood and wrapping up mid-October in Toronto, with New York, London and Berlin all scheduled in between. Submissions open April 1st. 

Dailytoole 2016 Highlights !!!!

2016 was a year of great progress, education, and big changes. I set out to dip my toe into the world of film this year and made some important initial steps working at commercial production house Suneeva in Toronto and cutting my director teeth on my first music video for “Pink Dawn” by Carmela Antonio. I was lucky enough to get work in L.A. and Ibiza and even signed on with Agency Arts out of L.A. I feel prepped and primed  stepping into 2017 with freelancing opportunities lined up and my personal projects bursting at the seams with electric excitement. With the passing of my paternal Grandmother just before the year’s end I write from my hometown in South Florida carrying her in my heart as I continue to shoot for The Goddess Array. Here are my top ten professional highlights of 2016:

1) Jennifer Toole’s Photographs Portray a Brave Nude World


Angel journalist Sandro Contenta contacted me out of the blue requesting an interview for The Toronto Star‘s new online app. I was delighted, of course, and we made a date to have lunch at the Shangri-La Hotel in Toronto one wintry afternoon. He asked me about my whole life including my parents, my childhood, but mostly about my career to date and the story of how I got here. A couple days after the interview Sandro called me requesting a photoshoot as his editors were thinking of running the piece in the Sunday paper. On Sunday January 10th, 2016 I was shocked and ecstatic to discover my story over three entire pages of the Insight section with my photographs and telling my story in the kindest of ways. This article was a gift from the universe and it made me feel loved, respected and confident in my path. It was my favourite moment of 2016.

“Honestly, without Jennifer, Herself would have floundered,” Stasey adds. “She brought to the project many women willing to be documented, and not only that, she made them feel valuable and comfortable. Have you ever had to ease someone’s essence out of them while they’re stark naked on a frosty Toronto morning? She is a true wizard.”

2) The Goddess Array V.1

On January 25th at the Only One Gallery in Toronto I made an enormous leap of faith (in myself) and endeavored to create the space of The Goddess Array, my very first solo art show where the works were for sale. The Goddess Array is a series depicting contemporary incantations of ancient Greek goddesses, all female, all nude, and all powerful. Printed between 4ft and 8ft tall these initial ten goddesses, once hung up on the wall, created a space of goddess worship. There was a chance that no one would come. There was a huge chance that no one would buy.

My supporting team was incredible in helping to pull off what turned out to be a totally magical evening. Working to bless the space through ceremony, choreographer Jenny-Anne McCowan produced a euphoric dance piece that had dancers Celia Green responding to Aphrodite, Alison Keery acting as Athena, and Andrya Duff channelling Artemis to the sounds of Edwin Huizinga on violin, Elinor Frey on cello, and Xin Wang on improvised vocals. Here is a video of the performance:

Much to my delight and surprise all of those enormous prints sold off the wall during the one night only exhibition. My gratitude runs deep and strong for my goddesses Sarah, V, Alex Kerr, Demi Labelle, Jennifer Nichols, Erika Abrahamian, Laura, Mary-Josephine, Chanele, & Teesh. I am eternally grateful. Stephanie Diana & Julia Mohamed rocked the bar. Tenemy and Fathom rocked the ones and twos. Thanks to the ever awesome Dave Gillespie and Katherine Kwan for documenting the event. Many thanks to Cais and OOG for the beautiful space and to Lauren Lynn for MCing with such grace. Thanks to Aunty Brenda for working the merch table like a champion to my parents for their unending support. And to all of you who now have a huge goddess print in your homes, please send me pics! Thank you!!!!!

3) The Goddess Array V.2


Fast forward to September 2016 and I had doubled my goddess series. With twenty of these beauties in tow I set out to show the collection again, this time at Milk Glass Co., on a smaller scale. The show was up for a week this time throughout TIFF and the experience of occupying the gallery during business hours was exceptional. I met so many beautiful people who came through to really take in the works and I had special conversations with most. In another spectacular turn of events this second show also sold out. If you would like to support the project I still have a few Nike Tees left for sale HERE. Char and Kelly at Milk Glass were such a big help and Carmela Antonio sang her heart out at the opening. Which brings me to my next highlight…

4) ‘Pink Dawn’ by Carmela Antonio – Music Video

I met Carmela Antonio in a coffee shop on Ossington and she eagerly strapped her headphones on me and played ‘Pink Dawn’. I was hooked right off the bat and immediately agreed to set out making my first music video for the song. With a small team of just myself, Carmela, and MUA Elena Pacienza we had two shoot days, one in studio and one on location, and from that a video was born. Carmela wanted everything to be pink so I immediately suggested having her paint a canvas pink with her body and she was down! We made a huge mess. Not everyone has an open enough mind to trust in such an extravagant experience and I am very thankful for Carmela, a most passionate and willing muse. I plan to make much more video art this coming year.

5) Goddesses in Vogue Italia


Eirene, Goddess of Peace and Spring


Chloris, Goddess of Flowers

In a great moment of expert timing Vogue Italia published two of my new goddesses, Eirene Goddess of Peace and Spring and Chloris Goddess of Flowers, the day before The Goddess Array V.2 opening party. I am always humbled by nods from arguably the world’s most influential fashion magazine. Thank you, Vogue!!! xo

6) Agency Arts

Screen Shot 2016-05-16 at 9.21.15 AMI signed on with Agency Arts in 2016 who have been representing me in the U.S. out of L.A. I am stoked to spend some more time down there this year hustling at meetings and working on catching some more of those big fish! Let’s do this!

7) Camisado Vintage

Travelling to Ibiza for the first time to shoot a campaign for vintage brand Camisado was a dream come true. The owners, Staysail and Kristen, are two of the raddest babes I know and working with them was a treat. Ibiza is a totally magical place and I hope I get to go back one day soon. There is much more to explore.

8) Freelancers Unite

I produced my first film called ‘Freelancers Unite’ with director Finn O’Hara this past Summer. From the budget breakdown, to the location scouting, to the gear and car rentals, talent wrangling, and generally just getting it all done on schedule this experience was an awesome one for me as I worked through the film production process from script to publishing. I love producing and hope to carve out some freelance work in that world this year. “They f$*% all over town…”

9) Suneeva

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I spent 6 months working at Suneeva in 2016 working on producing television commercials. The experience was the best introduction to the world of film I could ask for. Under the tutelage of Geoff Cornish, the captain at the helm of Suneeva, I have acquired an invaluable skill set that will aid me moving forward onto set in 2017. Thank you, Geoff!

10) Corporate Work & Events

MagentaBTS2016-1Always my bread and butter. Many thanks to The Magenta Foundation for having me back again this year. Rogers has been so good to me. So have the Toronto Blue Jays, Viola Gardens, The British Council and all my other private clients. I will keep aiming higher for you. Many thanks!



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