About me

Multi-discipline creative brand communications across premium lifestyle, sports , fashion retail companies and creative communications agencies for dynamic super-brands and their challengers. Previously Digital Strategy Director based at adidas HQ in Germany as part of the digital transformation team. Advisory board member for fashion/tech community IFAB. Currently Brand Director of luxury goods brand, STATE OF ESCAPE.

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Projects

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  GRAND PACIFIC CUSTOMS x Benelli Moto | audience activationCollab project for Italian legacy brand Benelli and a motorcycle stockist in Australia to demonstrate the new range of motorcycles in the range. The campaign is designed to break away from the stereotypical creative approach successful in the global north and to visually connect with the coastal counter-cultural lifestyle of the men's surf community, which is significantly larger than the moto brand's current regional footprint but considered core audience in terms of qualitative motives and beh
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  STATE OF ESCAPE Luxury Goods brand with its own private atelierHandmade accessories by the brand that defined the modern tote silhouette.
• IFAB | Independent Fashion Advisory BoardAt the cusp of the fashion-tech interface, connecting innovators globally; helps fashion businesses navigate digital adoption; guides tech startups to gain a deeper understanding of fashion; and champions the upcoming fashion retail workforce through academia and collaborations.
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  METHOD OF DENIM | digitally fitted bespoke denimSustainability-led denim and street-inflected basics range, supported by customisation and personalisation technology, to create completely considered, unique and rare handmade denim to order. Making an earth-sized stand against overproduction, unwarranted ecological damage and unnecessary waste blighting the men's and women's denim sector. www.methodofdenim.com
• NBP Ltd | experiential sound designMusic production and events for recording labels, experiential agencies, popular music TV shows and cultural organisations and their landmark events.
• CAROVAN | resort wear labelModernist premium cult beachwear across swim and RTW with a focus on sustainable and long-loved silhouettes that mix and match to form high-end capsules that work effortlessly from beach to street.

Projects credited in

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  Deerupt | Adidas
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  Adidas x ParleyParley and Adidas are working together to prevent plastic from entering our oceans and to transform the plastic into high performance sportswear.
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  adidas x SuperstarWith the adidas Superstar birthday in 2020 we rounded up a selection of the best athletes and photographed them in a way they don't usually get depicted, kitted out in the best of adidas Originals.

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Work history

Creative LeadGrand Pacific Customs
Jun 2020AustraliaFreelance
Creative lead for design and delivery of ethical Australian street wear brand focused on recreational sports and lifestyle in surf, skate, moto and lo-fi coastal countercultures.
Brand & Communications DirectorSTATE OF ESCAPE
Jul 2021 - Jun 2022Sydney, AustraliaFull Time

Skills

• Marketing
• Marketing Strategy
• Social Media Marketing
• Brand Marketing
• Creative Art Direction
• Experiential Activations
• UX Strategy
• Customer Experience
• Digital
• Brand Communications

Awards

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Customer Service InitiativeDrapers Awards