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

Collage of signs and advertisements for BankSA featuring the slogan 'we back SA', showcasing a bank branch, outdoor billboards with children and Backyard scenes, and an office space with a Chester mascot and a chart titled 'SA's Greatness Plan 2015-2019'.

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

A smartphone displaying a bank account summary with a diagram of spending and deposits, placed in front of a computer and a desk with blue Lego-like blocks.

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

WESTPAC “SAFE AS”

Background:
Westpac needed a summer campaign that celebrated their sponsorship of the Westpac Rescue Helicopter Service and showcased their safety and security credentials.

Solution:
First, we removed the chopper from our advertising. Then we reduced our message to two simple words; Safe As.

The second iteration of Safe As simply put our bold bright message on our choppers, creating an an iconic and memorable campaign.

Executions:
OOH, Social.

Results:
One of Westpac’s most successful ever OOH campaigns for brand and message recognition and recall.

Agency: Westpac In House Agency

Billboard advertising rescue helicopters with a background image of a surfer riding a wave.
Composite image with four sections. The top left and bottom left show a person standing on rocks near a body of water, holding a fishing rod, with a cloudy sky, mountains, and a helicopter in the background, along with the text 'ALONE AUSTRALIA'. The top right displays a woman in a helicopter cockpit with a city view outside, and a news banner mentioning '100,000 Missions' and rescue helicopters. The bottom right shows a weather forecast with a female news presenter in front of a city skyline, displaying daily weather icons and temperatures.
Two smartphones displaying rescue operation updates against a backdrop of a sunset over the ocean, with a rescue helicopter flying near the water.
An rescue helicopter painted yellow and red with the words 'Safe as Rescue Helicopters' on its side, flying in clear blue sky.

COMMUNICATION THAT MAKES A DIFFERENCE

WESTPAC NRL:
“CHECK YA BALLS”

Background:

Every week in Australia, a football team of men are diagnosed with testicular cancer, yet almost all men have no idea how to check themselves.

Solution:

We used the biggest branded element of Westpac’s sponsorship of the NRL, their balls, to create an idea that promoted positive men’s health. Each ball was printed with directions on how to check for testicular cancer, with a supporting OOH and grassroots campaign, app support and a partnership with the Australian Cancer Council.

Agency: Westpac In House Agency

A white rugby ball with blue and red markings, displaying the phrase 'Check Ya Balls' and logos for Wests Tigers, NZ Blue, and Cancer Council.
A person in a blue sports jersey and shorts holding two rugby balls, with text promoting testicular cancer awareness and a website link.
Photo of a packed stadium with a large electronic billboard displaying a player holding a rugby ball and the website name checkyaballs.com. Next to the stadium, a person is holding a smartphone showing the same logo. There are instructions for a health self-check on a wall, with a shower scene and illustrative diagrams.
Multiple rugby players in blue uniforms with NSW Blues logos, standing with hands on hips, and a close-up of a hand gripping a rugby ball labeled "Check Ya Balls" with white gloves, against a blue background.

WHITE RIBBON DAY
“SILENT STATISTICS”

Background:

Every week in Australia one woman loses her life at the hands of a current or former partner. There are many more domestic and family violence statistics as confronting as this. Statistics most Australians simply do not know.

Solution:

We wanted to use these silent statistics to create change and support White Ribbon Day by using other numbers we see every day but frequently ignore; the numbers in the corners of the magazines and publications we read.

By discreetly sharing our statistics in our publications, we shine a light on the many stories of domestic and family violence we miss. With a bibliography and ad in the publication and a social and digital campaign in support, we turn these silent statistics into a memorable and recognisable campaign of real change.

Text on a black background stating, "Every week one Australian woman is murdered by a current or former partner."
Statistical infographic with the title 'There is more...' and three key statistics on domestic violence: 80% of domestic violence acts go unreported, almost 1 in 10 women experience violence by a stranger, and 40% of women face violence from a partner after separation.
Statistics on violence against women, including statistics on sexual violence, domestic violence, and harassment.
A black-and-white image with a partially visible page showing text about women being murdered by partners, with a red number 52.
Page with text stating '25 percent of young people think it's okay for guys to pressure girls into sex'.
A black square with the text: 'If you didn't notice the signs of domestic violence... look again.'
Open booklet with a partial image of a woman with a horse on the left page and black background with white text on the right page, promoting awareness about domestic violence in Australia.
Open booklet with a black page titled 'Bibliography' and a background image of a person with their hand resting on their forehead, hair deep red, on a beige fabric surface.

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

Animated harbor scene with colorful boats, a lighthouse on a green hill, rocky island, and clear blue sky with clouds.
Animated scene with three anthropomorphic boats with large eyes on water, with green mountains and cloudy sky in the background.
Colorful logo of 'Bushfire Bill & Friends' featuring animated boat and vehicle characters with smiling faces, set against a red and blue background with a rope border.
Animated illustration of a life preserver with two smiling animated boats inside, labeled "Bubble Bath Bay."

“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

Group of people in a boxing ring at an event titled 'Pitch & Punch'.
Group of people celebrating in a boxing ring at a party or event, dressed in formal and semi-formal attire, with some holding drinks and raising their hands.
A group of women celebrating together at a party, some smiling and some dancing, with a table of food and drinks in the background.
Logo for Pitch 2 Punch featuring a baseball-themed design with red, black, white, and blue colors, along with the website and Facebook links.
Group of people on stage after a performance at a comedy show or event, with audience seated in front.
Male comedian or presenter on stage holding a microphone in one hand and a clipboard in the other, standing in front of red curtain.
Logo for Pitch & Punch Line comedy event, featuring a yellow circular background, red and blue text, and a microphone graphic.
Young man with glasses holding a microphone on stage with red curtain background, performing stand-up comedy.

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:

Naming, branding, packaging design, copywriting, OOH.

Agency: Shambles Communications

Three tubes of facewash moisturizer for sensitive skin, with a white and orange design, positioned side by side.

BRANDING

WESTPAC PRIVATE BANK:
YOUR PB

Background:

Westpac Private Bank 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

A collage of motivational advertisements featuring outdoor and nature scenes, with the Private Bank logo and slogans like "Be your personal best" and "Get time back for what you do best."
A collage of images and text promoting a private bank, with the bank's logo, aircraft, and office building, emphasizing personalized service and awards.
Billboard advertisement with a panoramic view of a city skyline at dusk. The billboard shows a person sitting on a hilltop overlooking the city, with the text 'Private Bank. Be your Personal Best.' in the lower left corner.
A brochure spread featuring a close-up of a blue eye on the left page and text about a private bank's services on the right page.

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 person wearing a face mask and a baseball cap is painting a mural of a football player on a large black wall, with a cityscape background.
A large billboard shows a cartoon character with a white face, blue gloves, and a blue uniform, standing on a soccer ball, with a city skyline background. The billboard contains a humorous poem about Adelaide, Australia, and references Melbourne Victory, a soccer club, with the words "Adelaide City of Losers?" and an announcement of a victory celebration starting February 4th.

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

A man in a dark blue shirt standing against a blue grid background, with the text 'THE DREAM BUILD' and the RAMS logo, smiling and looking to the side.

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

A man standing next to a sheep in front of a blue background with a sign that reads "Tom's Building Blocks" and smaller blocks that say "Easy Upgrades."
Rams Construction Expert-Ease logo with a stylized tree and a sheep mascot on a blue background.

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