About me

Hello! I’m a traditionally non-traditional thinker with a background in fine art. I tackle briefs with a wild heart and a critical mind as I believe this sort of cerebral flexibility allows for a quick and inventive response to a creative challenge. My deep knowledge of art history, languages and visual culture inform my processes, from ideation to execution. I currently work at McCann in London. When I’m not scrawling out ideas, you can find me painting in my studio in East London. Some of the brands I’ve worked on include: Verizon, Dettol, Dorchester Collection, Bonds, Treasury Wine Estate, Arla Foods and Equinor.

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Projects

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  nudie icelandicnudie is the only juice brand in Australia that is made entirely from Aussie fruit. And that’s it. No chemicals, no additives - no nasties. Recently, they shook up the dairy category by introducing Icelandic yoghurt, a breakfast smoothie and a ‘nothing but’ shake to consumers around the country.
• HV SalonHV Salon is a hair salon and retail store on the Gold Coast, Queensland. The brief was simple - overhaul their website in favour of something more unusual and minimal. The owners were emphatic: no hairdressing symbols at all. Definitely no scissors.
• Melbourne Fringe FestivalD&AD Pencil - 2018 - Melbourne Fringe Festival - Everything is Art Historically, the Melbourne Fringe Festival has re-invented the wheel every year with its communications theme and design language, making it feel ad hoc and disparate. We created a new brand platform and visual identity Melbourne Fringe could refresh year on year. Everything is Art *for 2.5 weeks talks to the diversity of the Fringe program, while celebrating the festival as an art takeover of Melbourne. The diversity of the fe
• Bonds Editorial and RetailBelow is a selection of point-of-sale editorials for Bonds, which are displayed in store, in out-of-home, and online.
• Spirit of TasmaniaThe Spirit of Tasmania is a ferry operator sailing between Victoria and Tasmania. 'The Spirited Traveller' is a platform we developed to capture the mindset of those who'd rather take their own car, take more time and have a memorable on-board experience.
• Bonds KidsBonds released a colourful unisex range for kids - a first for the 100-year-old company. This campaign was all about colour for every kid of all shapes, sizes and creeds. It doesn't matter if you want to wear pink, have short hair or long, you play just as hard as everyone else.

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Work history

Art DirectorMcCann London
Jan 2020London, United KingdomFull Time
CreativeLeo Burnett
Jul 2017 - Aug 2019Melbourne, AustraliaFull Time
As a hybrid creative at Leo Burnett, I was responsible for the ideation, design and production of integrated national campaigns. Most notably, I re-positioned Australia’s oldest fashion brand, Bonds, to be a more aspirational, fashion-forward voice in the Aussie market. I have always had a lot of face time with the client to ensure that every aspect of the brief is communicated, adjusted and adhered to at every stage. I also worked on tourism, FMCG and automotive clients.

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