National Geographic channel had a jam packed week planned of conspiracy theories and secrets. In today's world you can just log in to Facebook or Twitter to see what the crazies are thinking. Everything is a conspiracy! So why not make one more? That was the strategy of this campaign. I played on the idea that National Geographic were going to 'blow the lid' on some big secrets – secrets the government would not want made public! I created a series of adverts to promote these nightly events. Then invented a Government cover-up to deny it all. A strategically placed 'sticker' denying...

17 July, 2019 /

Preventure’s mission is to prevent workplace injuries using Sports Science technology. Preventure apply the same technology found in high-end wearables on professional sports fields to a person doing physical work. Their devices keep track of body technique and movement and provide feedback in order to reduce injury risk and improve overall safety.  I was brought in to create a new brand with a suite of assets. This style was then used to visually display the data being delivered from the devices in a clear and meaningful way to their customers. An accompanying app for users in the field was also designed and...

04 August, 2021 /

A multi year strategic project aimed at turning around a decline in participation for one of Australia's most famous fundraising events. Implement a new human-centred strategy for retention and acquisition Create a Multi-channel comms plan 60% Growth success on previous year $2 million raised in the first year from Direct Mail alone Year on Year ROI of 4:1 , 10:1, 15:1 For 22 years, Australia’s Biggest Morning Tea had been inspiring people to gather with friends and colleagues to raise funds for cancer research. Participation rates were falling every year and the event needed to rediscover its passion, or hang up the...

17 July, 2019 /

UNHCR is a humanitarian aid organisation delivering much needed support to refugees all over the world. Their supporters are uniquely dedicated and passionate about the cause. UNHCR Australia became aware many people were taking on fundraising challenges in their name. They needed a way to support and inspire their advocates to do what they do best. With passion like this we needed to create something that organically grew from the supporters. We needed to start at the grass roots and build up rather than project something down on to them. New brand inspired by grass roots supporters New custom online platform ...

17 July, 2019 /

Hoyts had the one of the most high-tech cinema screens in Australia but the branding was stuck in the 90s.  In order to minimise the cost of a livery rollout we wanted to avoid a total redesign. This meant that we could have two different logos in the market simultaneously and not freak out the customers while Hoyts slowly rolled through the implementation plan. Sticking with the approach to 'refresh', the new logo was created. Alongside this, a new toolkit of templates and collateral was delivered to meet the many specifications from Out-of-home, in-venue, digital and press. It was now time to work...

17 July, 2019 /

To welcome Grand Designs to Australia a bold campaign was created to introduce the new Australian host and highlight the unique landscapes viewers could expect to see throughout the show. The concept was doors. They were a symbol of hope and anticipation. The white doors were entryways into people's dream homes and ask viewers to see what's possible when building in the beautiful Australian landscape. I toured Australia finding a variety of amazing locations to shoot with some of Australia best photographers and cinematographers. The shoot proved to be both tough and enjoyable. We had to carry around the large and heavy...

17 July, 2019 /

The stakes are high when it comes to emergency appeals. Somewhere, thousands of human lives hang in the balance. Waiting for you to get your campaign to market, collect money and send them the lifesaving food, water, shelter or medicine they need. The Nepal Earthquake was no exception. The team at UNICEF knew the lives of tens of thousands of children were at risk. They needed a quick effective campaign ASAP. It's in these situations planning ahead pays off. As the creative director and designer on this project, my role was to work closely with writers, printers and the media buying team, to...

25 July, 2021 /

Exhibition collateral and stand for Caritas at Youth Week festival With an audience all under 18, I created a fun and engaging space with accompanying collateral to appeal to a discerning audience. The event space included activities and goodie bags to both highlight the actions of Caritas as a charity and inspire the youth festival attendees how they can make an impact. Creation of original design concept Design of 36 metres of event walls Supporting assets, premiums & engagement pieces 60 page booklet ...

17 July, 2019 /

I worked with Discovery Channel for many years and during the time executed many campaigns promoting their content in Australia and Asia. These select campaigns are a sample of the dozens undertaken for Discovery Channel across multiple print platforms such as magazine, digital and outdoor. The task for was always to keep it simple and striking. To get cut through within their marketing channels I needed to create a strong visual that got attention fast. Doing it this way also meant that the Key Art could work across any platform and in any size – from an Adshel to a 300px mobile...

17 July, 2019 /

ChildFund encourages their global child sponsors to build a relationship with their Sponsor Child. They do this to help create a reciprocal relationship where the child is learning just as much as the sponsor parent. The research behind this is two-fold. Firstly, it's known that when a Sponsored Child receives letters and cards they develop better as people with more confidence in themselves. This affects their language skills, schooling and improves their chances at a better future. Secondly the building of this relationship better connects the Sponsor Parents and allows them to feel more rewarded when they make monthly donations. Every year...

17 July, 2019 /

Every year Cancer council hosts a Pink Ribbon Day campaign to encourage people across Australia to get involved and raise funds for female specific cancers. I have built and designed many of these campaigns over the years but this one stood out in particular. As part of this campaign, we gathered a group of women affected by cancer personally. Together with world renown fashion photographer Jez Smith we created an empowering and often hilarious photoshoot with some very brave women. While I was running around art directing the shoot with Jez, we also had a crew gathering video of their stories and experiences. This...

17 July, 2019 /