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 confidence.
My work has spanned ad campaigns across every medium, but experiential has long been my favourite: the power of bringing a story to life and seeing it land with both head and heart.
That ambition has seen me work with some of the world’s most recognisable brands to create and deliver a host of activations, brand experiences, immersive exhibitions, tech-stuffed expo builds, roadshows, events, conferences and dealer launches, as well as purpose-fuelled culture programs, employee engagement programs and the odd brief that looked impossible until it wasn’t.
No matter the category, format or scale, what I love most is sitting down with a group of smart, passionate and just-unhinged-enough people as we argue, explore, scribble and laugh our way to making the complex simple and the simple irresistible.
Right now, I’m partnering with a mix of agencies and brands doing a wide range of work. If you’re looking for someone to add some sharp thinking, creative stretch, and a healthy allergy to the obvious, let’s chat.
Some of the skills I bring to the table:
Creative strategy & direction | Campaign concepts & Development | Experiential 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; Retail Zoo
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; Australian Grand Prix Corporation; MotoGP; 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:
IHG Hotels & Resorts; 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: Imagination; Seeker Agency; GPJ; Rizer; KOJO; Jack Morton Worldwide; Curious Nation; Graffiti; 35 Degrees North; IndigoLIVE; Gemba; TBA Group; Second Sunday; Belong; The BITE Project; Redhanded; alt/shift; Weave; Bunch; Skipper & Skipper; Earl Brandspace; Ex Animo; Rowboat; Kellanova; Monash University
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)