PORTFOLIO
I am a creative thinker, writer and problem solver.
I do things too.
Thank you for stopping by.
For over two decades I have created and executed large-scale brand TVCs, sales promotions, social content, OOH, corporate literature, brand redesigns, events and more.
Recently I have specialised in banking and finance, but my experience stretches across FMCG, travel, tech and more. With a quick mind I can adapt to requirements at pace, with a passion for presenting and a history of effective client servicing.
Please see a few of my things below.
ADVERTISING
BANKSA: “BACKSA”
Background:
A Royal Commission into the banking sector painted a less than favourable image of Australia’s banks. BankSA wanted to show that it was different, a catalyst for growth for everyone in South Australia.
Solution:
We removed one letter; moving from bankers (people we don’t trust) to backers (people we do).
Executions:
OOH, TVC, PR, Social, Digital. A whole new brand positioning.
Results:
Moved the brand from no.5 to no.1 for trust.
Silver: Best use of branding in Advertising The New York Advertising Awards.
Agency: Saatchi & Saatchi
BACKSA CASE STUDY
BACKSA TVC
BANKSA: MOBILE BANKING
Background: BankSA had a decent mobile banking product, but nobody knew.
Solution: A series of ads that put our talisman, Piping Shrike, into our app.
Executions: TVC, Press, Online.
Results: Moved BankSA to #1 for mobile banking consideration.
Agency: Saatchi & Saatchi
BANKSA “YELLOW SHOES” MOBILE BANKING TVC
BANKSA “PLAY HOUSE” MOBILE BANKING TVC
BANKSA: ORIGAMI
Background:
BankSA had a paperless, digital home loan application process, but was languishing behind competitors in home loan applications.
Solution:
We wrote an ad with maximum BankSA charm.
Executions: TVC, Press.
Results: ROI of 3776%.
Agency: Saatchi & Saatchi
BANKSA “ORIGAMI” TVC
TV CREATION
BUBBLE BATH BAY /
SYDNEY SAILBOAT
Background:
In the early 2000s there was limited Australian-made pre-school TV content. Australian children watched UK and US shows.
Solution:
I created Bubble Bath Bay, a pre-school TV property that focused on bathtime to bedtime. It was produced by Essential Media and Entertainment in association with Shambles Communications and aired in Australia on the ABC.
Executions:
52 x 11minute episodes syndicated across the world.
Results: Australia’s largest ever animated TV project (at time of production).
Agency: Shambles Communications
“BUBBLE BATH BAY” OPENING CREDITS
EVENT CREATION & PRODUCTION
PITCH2PUNCH
Background:
The media and marketing industry (like many other industries) has long been affected my mental ill health. But physical exercise can make a difference.
Solution:
I created Pitch2Punch, the world’s first Media and Marketing industry amateur boxing competition. 12 weeks of intensive training for 20 Industry Champions followed by a black tie charity gala.
Executions:
8 annual events from 2013 until 2022 and a one-off amateur comedy event at The Opera House, Pitch2Punchline in 2019.
Results:
+$200,000 raised for mental health charities, 4,000 industry guests entertained, +150 Industry Champions and a massive, positive impact on the health of our industry.
Agency: Shambles Communications
BRAND CREATION
F*ACE
Background:
In the mid 2000s there was no entry-level male skincare range in Australia.
Solution:
We created one. F*ACE, to help young Australian men take better care of their biggest organ.
Execution:
Branding, packaging design, copywriting, OOH.
Agency: Shambles Communications
BRANDING
WESTPAC PRIVATE WEALTH:
YOUR PB
Background:
Westpac Private Wealth wanted a social campaign to attract new customers.
Solution:
We helped to reinvent their brand with a new brand identity. Your PB. A Private Bank that helps you be your Personal Best.
Executions:
Social, printed collateral, brochures, internal and external branding.
Agency: Westpac In House Agency
AMBIENT / EARNED MEDIA / OOH
A-LEAGUE: CITY OF LOSERS
Background:
The A League wanted to promote its semi final series and get bums on seats with a limited budget.
Solution:
I erected a single billboard in Melbourne, pretending to be from an avid Melbourne Victory supporter. Painted by an accomplished street artist it shared a football team of reasons why Adelaide supporters (their opponents) were ‘losers’.
Executions:
OOH, PR.
Results:
Earned media: National coverage within hours across Channel 10 news (including an interview with the South Australian Premier) and fan supporter sites.
Estimated 1 million views. All for $30k.
Agency: Shambles Communications
A-LEAGUE “CITY OF LOSERS” CHANNEL 10 EARNED MEDIA
EVENT PROMOTION
FIBA WOMEN’S BASKETBALL WORLDCUP: BE AT
Background:
FIBA wanted to promote the upcoming FIBA Women’s Basketball World Cup in Sydney.
Solution:
We created engaging social content that spoke to our younger market, inspiring them to get tickets to ‘be at’ the event featuring a backing track made entirely out of the beat of the game.
Execution:
Social, Digital.
Agency: Saatchi & Saatchi
PITCH WINNING CONCEPT VIDEO
SOCIAL BRAND LAUNCH
ST.GEORGE: LITTLE DRAGON
Background:
St.George had a new character, Little Dragon. Your inner burning ambition, the fire in your belly and the motivational voice in your head. They needed to launch him on social.
Solution:
We put your Little Dragon in SnapChat, so you could really get to know him.
Execution:
SnapChat videos and face lens.
Results:
SnapChat best in class award.
Agency: Saatchi & Saatchi
SNAP CHAT VIDEOS
SOCIAL ALWAYS ON
ST.GEORGE: MERRY CRAFTMAS
Background:
St.George wanted to capture the joy of Christmas giving, on social.
Solution:
We created a series of Pinterest videos inspiring our audience to give a lot, with a little.
ST.GEORGE: MAKE SAVE SPEND
Background:
St.George wanted to create an always on social content series that inspired its young adult audience to think a little deeper about money.
Solution:
We created MAKE SAVE SPEND, a series of social videos that explored how the viewer could best make, save and spend theiR money.
Execution:
Pinterest, Facebook, video and static.
Agency: Saatchi & Saatchi
SOCIAL VIDEOS
RAMS: ALWAYS ON CONTENT
Background:
RAMS wanted an always on content series to help everyone get the home they want; with the expert help of a RAMS franchisee.
Solution:
We created a content series featuring our hero (Raymond A Ram) helping everyone overcome their home-buying hurdles.
Execution:
Facebook content.
Agency: Saatchi & Saatchi
BANKSA: XMAS TREE HOIST
Background:
We were asked to create a Xmas message from BankSA that showed how intrinsic it was to South Australian culture.
Solution:
We created a whole new SA Christmas icon, the Christmas tree, hoist.
Executions:
One social video shared on 2 channels, reaching 1 in 3 South Australians.
Agency: Saatchi & Saatchi
CASE STUDY VIDEO
SOCIAL EDUTAINMENT
RAMS: THE DREAM BUILD
Background:
RAMS had signed Tom Williams as the face for their construction loans. They needed a social content series that combined education with entertainment to inspire their audience to give them a call.
Solution:
We created The Dream Build, your blueprints for a successful home build.
Executions:
A green screen shoot that overlaid Tom’s performances on animated content, for social.
Agency: Saatchi & Saatchi
RAMS: TOM’S BUILDING BLOCKS
Background:
Following the success of Tom Williams’ V1 content, we were asked to create a new content series.
Solution:
We created Tom’s Building Blocks, a 3D world of animation showcasing the many benefits of building and renovations.
Executions:
Shot on a green screen we overlaid Tom’s performances with animated content, with FAQs and useful information educating the viewer.
Agency: Saatchi & Saatchi
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