AAMI, Australia's leading insurance company knew young drivers were the most at-risk. In fact, young drivers are 30x more likely to have an accident than any other demographic. When we started researching why, we discovered that the way they learn to drive hasn't changed in 50 years. We thought it was time to update how we teach our kids to drive, keep them safe and help create a safer generation of drivers.

AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road authorities for the first time. The AAMI SmartPlates mobile app tracks every detail of every drive, so Learners can focus on the road while their practice hours, routes, road type, weather and traffic density, are monitored and recorded in real-time. Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress, what they're mastering and what needs improvement via a personalised learning plan.

Art Direction
UX / UI Design
Feature Concept

The health and nutrition industry is saturated with new diet trends every year. We were tasked to find an interesting way to remind people that Lite n’ Easy is simply good food n’ great results.

Concept
Art Direction

Looks simple, but it took a ton of courage from the client to agree to create messaging that actively encouraged people not to buy their product, as seen in the OOH.

Concept
Art Direction

Dabble, a social media first sports betting company approached me in 2020 to help them create a brand that resonates with a modern audience, launch it and then continue to grow brand affinity.

My role was to know our product and customer better than anyone. This meant I had the ability to conceptualise and create brand assets that work across all areas of the business.

Chanel Specific Content for TikTok, YouTube, SnapChat, Reddit, Instagram and Facebook.
App Store Optimisation.
In App creative.
Interactive Web Experiences.
Event Space Take Overs.
Brand assets: Mnemonic, Identity, Tone of Voice, Colours.
Integrated Campaigns.

Why does society judge women who act on their impulses, but excuse men for doing the same thing with phrases like “boys will be boys”? This local brand campaign unapologetically celebrates and empowers Aussie girls to make the first move, all while giving a middle-finger to the double standards of dating.

Concept
Art Direction

We created and launched a competition called “Get the full picture”.

The competition was launched by sending out hundreds of half postcards challenging people to travel to a National Park and find the other half of the postcard. Once they found the spot, they were to take a photo or video and tag us on Instagram or Facebook.

This not only increased revenue for National Parks but more importantly increased the awareness of the many unique experiences South Australian Parks have to offer organically. Most importantly, it ensured people drove a little further and stayed a little longer.

Creative Direction
Concept
Art Direction
Copy Writing

A first-of-its-kind social experience for Facebook, the Cadbury Live Egg Hunt.

Adults can enter the Facebook live 360 world and hunt for Easter eggs in real-time. If you spot an egg simply be the first to comment on the location of the egg to win it. Real Cadbury eggs were then sent to all of the winners.

Concept

Everyone knows someone who loves a bargain and enjoys talking about it. Kogan Mobile offers the best value prepaid plan on the market, so we've found an interesting way to discuss this great deal.

Concept
Art Direction

Play With Us

Mattel wanted to engage families in playtime during Christmas, using existing products as toy production was on hold.

We launched “Play with us”. A series of interactive audio stories for Hot Wheels and Barbie products. Written in partnership with a clinical psychologist, these short audio stories were developed to stimulate the imagination of parents as much as kids, using prompts and narrative to help them re-learn play.

Smart devices already recognise the command 'play'. So we partnered with Spotify to use that play function to trigger our toy’s audio companion.

A family can simply say “Hey Siri, play Barbie Food Truck with us” (or any other Mattel product) to start playing.

Concept
Art Direction

By May of 2020, all Nissan productions were cancelled. Without access to vehicles or new footage, we were asked to launch a car.

So we invited the public to help through TikTok. We created an idea based on improvisation, supplied them footage from overseas, and let them create whatever VO and video they wanted. The best submissions ended up on TV.

The hashtag trended on TikTok and became the most successful Australian campaign ever on the platform. Over 31,000 videos were submitted with over 100 million views.

Concept
Art Direction

In the current employment climate, many employees and small businesses have found themselves looking at their skills and trying to understand where those skills can take them next.

We worked with Seek to create a fully integrated brand campaign that ran across all traditional and social channels.

Concept
Art Direction

After successfully helping secure the Optus digital and social account in January 2018, I was the Optus creative director. I worked across all digital and social campaigns through 2018/19. Working closely with the Optus head of marketing and their marketing team to create and implement results driven campaigns.

Importantly, I held an outstanding client relationship while:

Making creative, time and money saving solutions for display, edms, data capture and social posts.

Creatively leading major phone release campaigns.

Testing creative and adjusting to create mass engagement.

Using digital channels to gain insights that lead mass media campaigns.

Creative Direction

The excitement of meeting someone new can really put a skip in your step, but it's hard to go on a great date from the confines of your own home. This spot shows how a great video date on Bumble can help you Feel Good Inside, turning even the most mundane everyday moments into something exciting again.

Concept
Art Direction

During the loudest moment of the year, the Grand Final, we opted for 60 seconds of tranquility.

Concept
Art Direction

Slurpee Australia’s BYO Cup Day was coming. It was already popular, it was already creating momentum online, however Slurpee wanted to encourage users to be creative in their cup choices this year, and share those cups on Social Media.

With less than $10k budget across media and production, the results were astounding. Over 5,000 images of people sipping their BYOed cup were entered through Facebook and Instagram. 3,500 on Instagram alone. Reached over 3.75 million users with our 3D head message, with an average engagement rate of 10.8%.

Concept
Art Direction
Copy Writing

Coles had a major problem. Their customers were no longer seeing the value in shopping at Coles vs shopping at Woolies.

Coles decided to give their customers something that they knew would resonate more than just value. A range of mini collectables of Australia’s biggest brands. Little Shop.

Over a ten week campaign period we created and flighted a fully integrated campaign to launch Little Shop with multiple touch points for countless audiences segments.

The campaign had multiple challenges including equal weighting for all featured suppliers and not marketing to children.

The campaign consisted of several phases to help create excitement and then maintain it. Tease, pre-launch, launch, doubles weekend, rare red hand, closing week and swap days. We created multiple variants of TVCs, OTV, Social posts, collectors hub, display, Snap lens and finally a UGC competition which drove mass organic reach.

This campaign had 96% awareness, 56% participation, 18% change in behaviour and drove a high percentage of comp sales (legally I cant mention the number)

It is the most successful campaign in Coles 105 year history.

Cadbury came to us with a problem. How do you showcase a series of chocolate bars in 6 seconds? While showing the chocolate bar in the first 2 seconds, showing a moment of enjoyment, and making sure everything was shot for mobile and Youtube?

Our solution was to demonstrate how quickly each bar can satisfy a different craving. We did this by transforming the world around the character as they took a bite of the bar.

Concept
Art Direction

Puma needed help rolling out their global DO YOU campaign throughout the Oceana region. A campaign that encapsulates the individuality of every woman.

We worked with model, TV presenter and fashion blogger Nikki Phillips and actress Jodi Gordon.

They say good things come to those who wait. Behave. Ask permission. Settle down. Settle. You don’t have time for that. You live faster. Stand taller. Reach higher. You don’t live in clichés. You don’t follow rules. You move through this world, your way.

YOU, DO YOU

Kingston University required the full design and production of their annual showcase publication; KIOSK. The theme for this year was communism with a requirement to re-brand, design and produce the publication.

So apparently I work for food.

Malinka means Raspberry in Polish and is also a Polish Deli in London that stocks everything from fresh bread to Beetroot soup. Malinka were doing well in the market but could have been doing so much better with a succinct brand and packaging overhaul.

The owner is very open and friendly, and I wanted this to translate to the brand by the use of "we are" at the front of the name, making the brand all inclusive.

I felt the packaging needed to play on the large selection of foods Malinka stock. I did this by using the Supermarket alphabet game, I went to the supermarket and bought.... and changed it to I went to Malinka and bought...

Oh and I was paid with 3 months worth of lunches. True story.

For Coles, Christmas is the most important time of the year. This year Coles wanted to show Australia that they are the destination for a real, family friendly, fun Australian Christmas.

We created a fully integrated campaign with creative crafted for each channel.

Defence Victoria needed a new, modern website that showcased their capability to build defence force vehicles.

We looked at their capabilities and quickly realised that we could create something pretty special. With access to all of their footage, we came up with a simple way to show that Defence Victoria helps build multiple forms of defence vehicles.

The result was a fully responsive, modular site with parallax and video headers.

Below and Beyond is a Sydney based agency which were known for their below the line work but also specialized in through the line advertising.

I was tasked to create a new name and brand for this medium sized agency which said exactly what they did while being simple, and modern.

Mini Australia created 1 video for the release of the mini ray. To help them use digital and social channels to target different audience segments we took that video and edited it 4 different ways with 4 different tracks. This allowed us to test the best performing creative against different target groups.