I’m a multidisciplinary creative with market experience in New Zealand & Australia as both creative director & art director in the advertising industry. With expertise in fashion, beauty, & lifestyle brands, I deliver campaign content across all communication channels. A versatile thinker, I am adaptable to any work environment working with teams or independently & possess strong project management skills.
Whether directing on location, with challenging terrain, extreme temperatures, diverse flora & fauna or models with kittens gone rogue in the studio, I enjoy creating meaningful, enduring visual narratives.
Projects
- Brancott Estate, Life On The Flipside - Global Social LaunchI developed a series of visual assets, both stills and motion for all social platforms which laddered back to Brancott Estates' new brand positioning; Taste Life on The Flipside. With this in mind, the campaign was designed to evoke a playful impression via unexpected food pairings, cocktail ideas and poppy styling to ignite fresh energy & inspiration.
- Synlait Swappa Bottle Social LaunchDriving awareness and education through content promoting the Synlait launch of a planet-friendly, refillable stainless steel milk bottle. Using Instagram as the primary launchl platform for Swappa Bottle in demonstrating this product integrated into everyday living from recipes to recycling.
- Christmas CampaignAs senior creative lead, I was tasked with the creative development and art direction of an omnichannel Christmas campaign. Prioritising optimism and humour and combining all the birthdays, anniversaries, graduations & footy matches that were missed as a result of the 2020 lockdowns in Australia. The celebration was BIGGER than Christmas. ✨
Work history
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Creative DirectorGeorge P. Johnson
- New ZealandFreelance
Key client LVMH,
Focusing on their premium brand vineyard in New Zealand, Cloudy Bay I lead a successful pitch was in demonstrating the potential for LVMH's investment in a comprehensive marketing strategy to further promote the brand. I worked with a production team and managed external suppliers including 3D designers, motion editors, and product & graphic designers.
Detailed event and venue design styled for the local market and elevated for international stakeholders; each with distinct experiences linked to the overarching theme.
- Designing merchandise and promotional material - Art direction for a proposed dining space pop-up activation
- Concept development and additional pitch presentation for a signature dining event projected to become part of the Cloudy Bay brand, leveraging its wine in conjunction with food pairings for the European and US market.
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Creative DirectorDark horse
- Auckland, New ZealandFreelance
- Build process and procedure in-house
- Project management and overseeing all contract work, including building supplier relationships.
- Concept development and execution for a global campaign for Pernod Ricard's Brancott Estate
- Concept development and creative lead for all Brancott Estate merchandise on-premise and instore
- Concept development for all Brancott Estate activations in Australia and New Zealand
- Art Direction of all content shoots; both remote and on location
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Skills
- Creative Strategy
- Pitch Development
- Concept Development
- Activation
- Styling Shoots
- Styling Direction
- Creative Art Direction
- Art Direction
- Project Leader
- Creative Leadership
Education
CertificateGeneral Assembly
- Melbourne, Australia
UX Design
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Certificate in Graphic DesignMedia Design School, Auckland
- Auckland, New Zealand
Diploma Graphic Design with special mention
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Awards
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