About

A little about me

Creative Director. Curious mind. Maker of stuff that makes people feel things.

I’ve spent nearly 30 years helping brands show up in the world with more clarity, character and guts. Not just to say something, but to mean something. To connect with people in ways that actually matter…and last.

My work’s spanned ad campaigns, immersive exhibitions, purpose-fuelled culture programs, tech-stuffed expo builds, roadshows, internal launches, brand activations, and the odd brief that looked impossible until it wasn’t.

I’ve worked across categories, formats and time zones, but I still love the messy, magical bit where an idea finds its feet. People often try to pigeonhole me as “the experiential guy,” but really, I just believe in creativity that earns its place. That makes people stop, feel, think, laugh, or do something differently. I once even made a client cry in a boardroom. (Happy tears. Real ones. I carry tissues now. It’s a whole thing.)

Right now, I’m partnering with a bunch of agencies and brands doing interesting, meaningful work. If you’re looking for someone to bring sharp thinking, creative stretch, and a healthy allergy to the obvious, let’s talk.

Some of the skills I bring to the table:

Creative strategy & direction | Campaign concepts | Experiential design concepts | Employee Engagement | EVP creation | Event Strategy & Narrative | Integrated comms from idea to execution (B2B & B2C) | Brand purpose/positioning/narrative design & storytelling | Taglines & Naming | Copywriting (there's very little I haven't written for incl. packaging, retail, web, environmental design, POS, promotional copy, ads in every media, live scripts etc)

My experience: 

Auto:
Bentley; BMW; Cadillac; Ford; Infiniti; Jaguar; Mazda; MINI; Mitsubishi; Nissan; Peugeot; Renault; Toyota; FUSO Trucks; Volvo Trucks; Repco

FMCG:
Asahi; CUB; Premium Beverages; Treasury Wine Estates; The Body Shop; L’Oreal; Unilever; Nestle; Mondelēz; Lavazza; Campari Group; The Coca-Cola Company; Schweppes; Bakers Delight; Coles; Kmart; Fonterra; Heinz; Mars Petcare; Pringles; Dulux; Kellanova

Finance:
Deloitte; AMP; ANZ; NAB; Westpac; CommBank; TAL; Perpetual; iSelect; Suncorp; HSBC; Barclays; Royal Bank of Scotland

Transport:
Toll Group; Yarra Trams; Sydney Airport; SubTrux; TAC

Utilities & Mining:
BHP; Wesfarmers; South32; Essential Energy; EnergyAustralia; BP; Shell

Sport & Entertainment:
Melbourne Racing Club; AFL; Racing Victoria; Sportsbet; Australian Grand Prix Corporation; NIKE; adidas; SA Motorsport; Queensland Rugby; Disney; Paramount Entertainment; 20th Century Fox; Ster Kinekor

Telecom & Tech
Optus; Telstra; Nokia; Ericsson; Lenovo

Health:
Benetas; Ipsen

Other:
Australia Post; Metricon; CSR Building Products; Royal Mail Hotel Dunkeld; City of Melbourne; SoilWorx; Meris Food Equipment; SA Innovation; EPA Victoria; Law Partners; Monash University

Places I've worked at:

April 2018 - Current: Freelance Creative Director (Melbourne & Sydney)
Collaborations with: alt/shift; GPJ; KOJO; Imagination; Jack Morton Worldwide; Rizer; 35 Degrees North; Curious Nation; Belong; Redhanded; Weave; IndigoLIVE; Infolio; Gemba; Bunch; Graffiti; Skipper & Skipper; Earl Brandspace; Seeker Agency; Ex Animo; The BITE Project; Rowboat; Kellanova

November 2015 - April 2018: Creative Director: Neonormal (Melbourne)

September 2012 - November 2015: Creative Director: Bunch (Melbourne)

May 2008 – September 2012: Freelance Creative Director/Senior Copywriter (Melbourne & Sydney)
Collaborations with: Imagination; KOJO; Graffiti; ABT/Precinct; Immediacy; Bunch

February 2007 - May 2008: Creative Director, Jack Morton Worldwide (Melbourne)

November 2004 - December 2006: Creative Director, Jack Morton Worldwide (London) 

January 1999 - November 2004: Senior Writer, Imagination (London) 

December 1996 - December 1998: Copywriter, The Body Shop (London) 

March 1994 - November 1996: Copywriter, FCB (Johannesburg) 

If you’re more interested in impact than silos, drop me an email or give me a call.