I’m an experienced and versatile creative director and content creator, with a background in copywriting and a love for all things tech. Whether it’s a through-the-line brand campaign, an online content series, a left-field experiential project or even just a lovingly-crafted piece of long copy, I consistently deliver ideas with measurable impact.
Since 2015 I’ve been part of and have led teams in the creation of B2B video-based campaigns and a multitude of content at Meta. From helping to develop global creative strategies and conceiving big campaign ideas, to getting my hands dirty on-set and in all areas of production, my goal has been to make beautiful work that delivers real, measurement-backed results. I also run weekly “Do Good Better” creative consultations to help Meta employees design ad campaigns for charities and small businesses.
Prior to Meta I spent around a decade working in creative agencies in Sydney, first in account service and then – having finished top of my year in Australia's most prestigious creative course – as a copywriter. I’ve created campaigns across a wide range of sectors, with clients including Subaru, IKEA, News Corp, Diageo, Unilever, Boots the Chemist and Merrill Lynch.
In my free time I'm an avid surfer, skater, cyclist, reader and - more recently - chess player. Volunteering is a huge part of my life too, having worked in street kitchens and homeless shelters, been a youth mentor and launched a mental health awareness initiative.
Thanks for reading.
Projects
- The Monkeys – Adopt a MonkeyThe business opportunity: The brief every team dreads getting: the agency Christmas card. Our solution: Instead of a traditional Christmas card, we gave our clients the chance to adopt a Monkey. For each employee adopted the agency donated $50 to WWF to sponsor a real-life monkey. Good feelings all round.
- Fox Sports: The Hyundai A-LeagueThe business opportunity: Launching the new season of Australia's national football (or "soccer", as they call it) league. The brief was to position the sport as Australia's "summer game" and to generate excitement about the level of skill on display. Our solution: We came up with the 'moving targets' concept to demonstrate the players' incredible ball skills, and then worked with the Fox Sports in-house production company to produce the spot.
- IKEA - UnipendenceThe business opportunity: IKEA had a very small budget with which to target students who were starting university for the first time. Our solution: We launched the Unipendence movement, which encouraged students to stand up for themselves and lead independent lives. With low-cost furniture from IKEA they were finally able to reject their parents' hand-me-downs and develop their own style. We created special-build adshels with removable fliers that resembled home-made second-hand ads. These - along with banners and print ads - led students to the Unipendence Initiation Challenge page on Facebook, where they could win new IKEA furniture. Results: Unipendence was IKEA Australia’s most successful student campaign to date, exceeding the sales growth target by nearly 50%.
- The Star – Story TeesThe business opportunity: The Star is a hotel and entertainment centre in Sydney. We were briefed to create a half-page print ad about its sponsorship of the Tropfest short film festival. That sounded boring, so we ignored it. Our solution: Instead, we created the Story Tee: a series of T-shirts featuring various synopses for stories set at The Star, which brought the campaign line - "There will be stories" - to life. Thousands wore them, and people who submitted photos of themselves in their Tee had a chance to win a story of their own: an exclusive stay at The Star.
- My SubaruThe business opportunity: Subaru wanted customers to use its vehicle service history portal more often. Problem was, it was boring as bat shit. Our solution: We made it about more than just cars. We built My Subaru: an online destination for customers’ lives on the road, and off it. The site aggregated useful data from a range of sources and displayed it conveniently on customers’ mobiles, tablets and desktops. Everything from information about their cars to traffic updates, news and surf reports. Results: In the first three months the app was downloaded by 74% of new Subaru customers, with an average weekly interaction time of 8 minutes.
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Skills
- Advertising
- Marketing PR
- TV
- Powerpoint
- Word
- Concept Develoment
Education
Management Sciences
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1st class BA hons