Hi! I’m a Sydney-based freelance art director and designer. Here is a selection of some of my most recent work.
FS8
‘Pilates. Yoga. Tone. Remixed.’
From the team that brought F45 into the world. FS8 is a revolutionary new movement in pilates, yoga and tone. F45 tapped us on the shoulder to help launch their brand offering to franchisees.
Stoneleigh
‘Sustainableigh’
Stoneleigh have always taken a ‘less is more’ approach to winemaking and nature. Through minimal intervention, Stoneleigh simply let nature do its work. Producing a range of remarkable wines that are elegant, vibrant, crisp yet intense.
Stoneleigh needed a brand idea that brings the new Stoneleigh positioning and purpose to life in a way that will help the brand stand out in a highly competitive market.
Gidget Foundation
‘Bunny books’
1 in 6 new parents experience postnatal depression. Psychologists know that the first step to treating postnatal depression is talking. But those suffering often shut down, making them extremely hard to reach.
So, we turned children’s books into practical psychological exercises to help support new parents.
Bunny Books was a finalist at AWARD Awards and a winner at the Prime Awards.
Fountain
‘Pourtraits’
Fountain asked us to find a creative way to bring to life their brand proposition; “Delicious ways to express yourself”.
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Absolut
‘Absolut Love’
Each year Absolut plays a key sponsorship role for Mardi Gras. Through this sponsorship they want to bring meaning to their brand by positioning their bottle as the 'shape of good'. Absolut want their brand, and more specifically their bottle to be associated with or facilitate good things.
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Heritage Bank
‘Bank you very much!’
Heritage Bank is different, with a customer-owned model that puts profits back into its products and services. Building on the QLD-based bank's philosophy of People First, we launched into NSW with a campaign featuring everyday Australians who are so thankful for Heritage's products and services that they're inspired to say, "Bank you very much!"
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Indeed Australia
‘Jobs you won’t find anywhere else’
Indeed Australia wanted a PR-led activation idea to bring awareness to their site which has tons of jobs that the other sites don’t have.
To bring this claim to life, we pitched it to Indeed to advertise exclusive job posts where you literally won’t find them anywhere else. In highly contextual, highly surprising and highly ownable places in the real world, in our TV, radio, OOH and every communication possible.
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Jacob’s Creek
‘A Drop Worth Sharing’
Jacob’s Creek is one of Australia’s most recognisable and iconic wine brands, producing highly awarded ranges that bat above its pricepoint in terms of quality.
They engaged us to create a global masterbrand food and wine platform to re-invigorate the brand. One that spoke to ‘quality’.
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Stomping Ground
’BYO Shoey Day’
Pots, pint, schooners, pony, stein, can, longneck, stubby... there are endless ways to drink a beer. But none of them are as uniquely Australian, as proudly patriotic, or as true blue as the shoey.
I Am George
‘I am frank’
As a challenger wine brand, we needed to challenge convention to get noticed. We needed to be bold. We needed to be irreverent. We needed to be provocative. We needed to be unlike any other wine brand.
Best Ads: Outdoor Ad (Top 6 May 2019)
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Rescue.org
‘Small Change. Big Impact.’
This was a self-initated proactive pitch to make charitable donations an every day part of life.
Australian Red Cross
‘Connecting’
Red Cross Calling is an annual doorknock fundraising appeal held in March. However, with the on-going COVID-19 pandemic, Red Cross needed to find a safer way to reach Australians.
And so, we pivoted a doorknock appeal called ‘Calling’ into a telethon appeal called ‘Connecting’.
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Australian Red Cross
‘Thank You’
Australian Red Cross wanted to thank Australians for their help and humanity throughout the 2019/20 Black Summer bushfires. We feared we didn’t quite have the words to do the gesture justice… so we outsourced it to the bloke who wrote Schindler’s List. He wrote pretty good.
Lane Crawford
‘New Uniform’
The New World of Luxury at Lane Crawford is one of thoughtfulness and responsible consumerism. Buying Consciously. Buying Better.
Gone is the era of reckless consumption, the tireless march of disposable products and fleeting trends.
This season, embrace timeless wardrobe essentials and invest into pieces of craftmanship made by artists who care for what they make.
This is your New Uniform.
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Taubmans
‘Off the wall’
We needed to find a creative way in to demonstrate Taubmans EasyCoat’s wipeable, and easy to clean formula.
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Movember
‘Dial-a-Dad’
Let's face it, kids can be little shits. So when Movember came to us with the opportunity to launch their new parenting program called Family Man, we grabbed it with both hands around a very small metaphorical neck.
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