WORK

I've worked across many clients over the years, and not all are featured on this page. So, I thought I'd give them all a shout out first:

Foxtel, Qantas, Anytime Fitness, Toyota, Toyota Fleet Management, Toyota Financial Services, American Express, Redkite, Fairfax, Active Super, iSeekplant, Sydney Morning Herald, Caltex, BT Finance, Westpac, Allianz Insurance, Carnival Cruises, Purina Australia, ASX, Bank of SA, RSVP, Fitness First, HCF Health Insurance and Mastercard.

Now, onto the work.

In 2021, Local Government Super rebranded to Active Super. They wanted to bring their new look and feel to life with an exciting launch campaign that positioned them as the fund that responsibly invests as well as performs. I gave them a new positioning, ‘The Greater Good’, and, well, the rest was just super.

The Qantas American Express Ultimate Card is a credit card that earns Qantas Points. And we were tasked with getting more millennials to, well, care. With practically every other campaign out there using destination imagery to sell their points-earning credit cards, we needed to stand out. So, instead of showing people where they could go with points, we showed them who they could meet.

I’ve done a tonne of work for Anytime Fitness, from creating microsites to writing SEO health and fitness articles. But the best part was creating fun social videos to make the brand stand out.

In 2017, we pitched for a high-profile Amex campaign. In a 6-month David-and-Goliath battle with Ogilvy, our agency came out on top. And I'm bloody proud. It's led to ongoing work and one of the best clients I've ever worked with. Here's some details on the pitch-winning campaign:

Millennials are a varied bunch. But the one thing the majority has in common is their apathy towards their finances (and especially towards financial advertising). 

We were tasked by American Express to create an acquisition campaign for their Essential Credit Card, targeting and engaging financially disengaged millennials. And here's what we did.

How do you make eDMs from Foxtel exciting? You make them as entertaining as the shows and movies themselves. From writing intriguing, personalised subject lines, to creating animated headers, I played a big part in making the customer experience more entertaining. The below video will give you an idea of some of our work. 

Business owners don't just work 9-5. They take their work home with them. They worry about everything. And sometimes, it's hard to sleep because of this. I wanted to show that Allianz Small Business Insurance is there if anything bad happens, so that business owners can sleep easy. 

Premium dating service, RSVP, wanted to create awareness around their dating app. The challenge was to combat major mobile dating rival, Tinder.

Through YouTube pre-rolls, we dramatised the 'Tinder swipe', showing the app for what it is – shallow. We then prompted the viewer to 'pull their finger out' and explore RSVP, which is a more deep and engaging form of mobile dating. I still can’t believe I got away with making a thumb orgasm.

Toyota Fleet Management wanted a complete refresh of their website. So, talented Digital Design Lead, Juan Maciel, and I went to work. From better UX design to simple language free of the old website's fluff, we created something better for client and customer alike. 

As part of the Fancy Feast pitch (which we won), we were asked to come up with tactical ideas to fit around their strategic pillars of joy, care and style. Here you'll see my two favourites. PS: Fancy Feast is cat food. But it's sexy cat food, promise. 

The Purina Purrmometer

Fancy Feast had previously partnered with Leona Edmiston to create designer cat collars. Our idea was to take this further and embed a piece of tech into the collars – the Purrmometer. This device can detect your cat's happiness based on the amount of purr vibrations throughout the day, all tracked by an app. Through this app, we would introduce care tips and Fancy Feast products based on the cat's mood. I'm not going to end this paragraph with a cat pun, don't worry. 

Fancy Melodies

Partnering with researcher and cat music composer David Teie, Fancy Melodies is a music playlist we create that’s made specifically for cats. Owners would be able to stream it for their cat while they're away from home, resulting in a calm and happy kitty to come back to. 

Insurance company, Allianz, wanted to show people that when home emergencies happen, such as burst pipes or locked front doors, they’re there to help with Emergency Home Assistance.

We used YouTube to bring three key home emergencies to life – being locked out, a toilet being blocked and pipes bursting. We used physical objects as our focal point rather than the actors, whose interactions were pushed to the background. This made the scenes more real.

There's over $18 billion of lost super in Australia. Leading super provider, BT, wanted to raise awareness with a key audience – their staff. Engaging Westpac and BT employees with their super would make them better to market their company's product and, more importantly, more prepared for their future. 

The idea

How could we engage 5,800 staff with a dry topic like lost super? We gave it a new face – that of a lost puppy called Super. Through missing posters, flyers and a litter of Super's puppy friends in the Westpac foyer, we encouraged employees to find their own lost super. Awww.

During my internship at The Works back in 2013, we were tasked with getting the attention of whale-saving charity, Sea Shepherd, so we could start a conversation. I had the idea to send them a life-size 'Free Willy' movie poster, minus the whale. It won the client's attention, and we went on to win the account. Whale I'll be damned.