Hi! I’m a Sydney-based Freelance Art Director and Designer. Here is a selection of some of my most recent work.
Beerfarm
’Red Jewel Hazy Red Ale’
Packaging Design
Inspired by dreams of striking Tiger Iron in the red dirt up north. Our brew team have crafted a Hazy Red Ale that reflects the deep, layered beauty of this prized stone.
Beerfarm
’Starward Barrel Aged Imperial Milk Stout’
Packaging Design
In collaboration with our friends at Starward Whisky, Beerfarm created this Limited Release Starward Barrel-Aged Imperial Milk Stout based on their core reange Milk Stout.
The challenge was to find a visual synergy between both Starward and our Milk Stout. And so naturally, we looked to the skies to find it in our Milky Way Galaxy for something truly out of this world.
It turned heads when it launched, and now its design has been recognised in the GABS Can Design Awards Finalists 2025.
FS8
‘Pilates. Yoga. Tone. Remixed.’
Brand Launch Campaign
From the team that brought F45 into the world, FS8 is a revolutionary new movement combining pilates, yoga and tone. As Lead Art Director, I worked with closely with the F45 team and Melbourne-based film production crew, Pixel, from the ground up to conceptualise and execute their B2B launch in a multi-channel campaign offering to franchisees.
They have now launched over 70 FS8 studios across the world.
Absolut
‘Absolut Love’
Integrated Campaign
As Art Director, I helped bring this concept to life in an integrated OOH brand activation that was awarded Best Integrated Marketing Campaign and a Gold for PR Campaign by Drinks International.
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Stoneleigh
‘Sustainableigh’
Brand Campaign
Stoneleigh needed a brand campaign idea that brought the new Stoneleigh positioning and brand purpose of ‘minimal intervention winemaking’ to life in a way that will help the brand stand out in a highly competitive market, so we literally turned to their most recognisable asset - their label - and twisted it.
Jacob’s Creek
‘A Drop Worth Sharing’
Brand Campaign
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 - one that spoke to ‘quality’ to re-invigorate the brand along with a brand guidelines refresh.
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Gidget Foundation
‘Bunny books’
Activation
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’
Brand Campaign
Fountain asked us to find a creative way to bring to life their brand proposition; “Delicious ways to express yourself”.
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I Am George
‘I am frank’
Brand Campaign
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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Indeed Australia
‘Jobs you won’t find anywhere else’
Activation
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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Stomping Ground
’BYO Shoey Day’
Activation
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.
Heritage Bank
‘Bank you very much!’
Brand Campaign
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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Rescue.org
‘Small Change. Big Impact.’
Activation
This was a self-initated proactive pitch to make charitable donations an every day part of life.
Australian Red Cross
‘Connecting’
Activation
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’
Social Content
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’
Fashion Campaign
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’
TVC
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’
Social Content
We were asked to develop a creative platform for Movember’s new offering, Family Man, a parenting program specifically designed for dads.
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