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Intro


 

 

 

 

 

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Intro


 

 

 

 

 

Award winning Creative Director & Strategist currently focused on social and content. Available for projects on a solo basis or as part of a team I can pull together. 

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What?


I'm particularly interested in working with culture-shaping, tech or startup companies or anything that makes a difference in the social change / public service space.

Specialities include Writing // Concept Development // Strategy // Copy // Content // Digital // Social // Directing // Production.

What?


I'm particularly interested in working with culture-shaping, tech or startup companies or anything that makes a difference in the social change / public service space.

Specialities include Writing // Concept Development // Strategy // Copy // Content // Digital // Social // Directing // Production.

Social Media Reel


Social Media

Social Media Reel


Social Media

Social Media showreel from my time as Creative Director of Red Engine. All work was produced in-house on shoestring budgets.

#FFS Choose


#ffs choose

#FFS Choose


#ffs choose

Hero

New social campaign to encourage young Maori to choose between the general or Maori roll. In order to engage with Maori youth, we engaged Stan Walker to be our spokesperson. The campaign was structured around Google’s Hero/Hub/Hygiene content framework. I directed the Hero vid above which was designed to reach a large audience and increase brand awareness. This is high impact, mass appeal content intended to reach as many people as possible and engage them with your brand, possibly for the first time.

Hub

We also create a stream of regular, always-on style content to keep our audience engaged and up to date with the campaign.

Hygiene

We realised early on, that Maori youth were seriously ill informed, so we created this suite of videos to explain the background.

Honeyboomers


Honey

Boomers

Honeyboomers


Honey

Boomers

Carnival Cruise lines asked us to increase the amount of baby boomers who cruise. We decided to flip the negative connotations of ‘baby boomers’ around, and came up with a new term, ‘Honeyboomers’. Honeyboomers are couples who have reconnected and are now experiencing a second honeymoon of sorts - after experiencing a Carnival cruise of course.

We commissioned a national survey to better understand the trend. Our research revealed that more than 20% of Australian couples haven’t been on a holiday without their kids for five years or more.
To kick things off, our research fuelled a fun content and PR launch with relationship expert John Aitken who talked up the importance of a holiday in reinvigorating relationships, appearing in media such as Today Show, ABC radio, and News online.

A Facebook quiz invited the audience to find out if they were a Honey boomer for the chance to win a Carnival cruise. This was supported with Buzz feed style ‘You Know You’re a Honey boomer when…’ micro videos, while a video series that shared the on board adventures of real life Honey boomers provided the social proof we know is critical in attracting first time cruisers.

And we promoted Honey boomer retail offers, and utilised the Facebook Carousel format to drive traffic through to a specific landing page with specially curated itineraries.

Comms included this Buzzfeed style video:

 
 



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Ghost Chips


Ghost Chips

Ghost Chips


Ghost Chips

Drink Driving is a big problem in New Zealand, particularly with young Maori fellas. And it’s even a bigger problem trying to tell them anything. Whenever they see a typical drink driving ad full of dead people, they switch off. Well, that was until Ghost Chips came along.

With no paid digital media, PR or viral seeding, it leveraged a powerful story that was designed to start conversation with our audience online.

Knowing our target audience were active social media participants, we laced the content with potential catch-phrases and mashability.

We launched on TV, and then simply placed the content on YouTube. It was up to the audience to find, and then share amongst their social media peers.

And they did. In massive numbers.

The results were immediate:

1.7 million views on YouTube for a country of only 4 million.

12,993 likes, 162 dislikes

#1 Most viewed video in NZ for the month.
#1 Top favorited for the month in NZ.
#1 Top rated video for the month in NZ.
#1 Education video of all time in NZ.

175 Facebook Pages were spontaneously created. One Page alone had over 70 000 Likes.

‘Ghost chips’ and ‘really complicated situation’ were voted 1 and 2 best ‘one-liners’ of the year in NZ.

Best of all, we had NZ’s  biggest meme of the year, with countless YouTube spinoffs.

Voted NZ’s favourite ad of all time in 2016

7 Seconds


7: Seconds

7 Seconds


7: Seconds

 

Optus is one of Australia's leading telcos and they needed a way to keep in touch with busy customers. We knew video would be the most engaging way to do this, and we were also ware of Facebook's '3 Second Audition', so we created '7 Seconds',  a mobile content delivery platform, where everything was delivered in bite sized 7 Second videos. 

Here are some of the many, many videos we created with minimal budget. In most cases these videos linked to long form content.

Promos

Customers love free stuff.

7 SECOND SOLUTIONS

Handy tech tips brought to you by Lego minifigs

 

SOCIAL SUPERSTARS

Social media tops for small business

7 second interviews

Optus was positioning itself as an entertainment brand, so we needed a format to interviews musicians like Peking Duk.

 

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Fly Buys


FLY BUYS

Fly Buys


FLY BUYS

Fly Buys had a problem. Pretty much everyone in NZ has a Fly Buys card, but a of people can't be bothered using it. So how do you encourage people to use their Fly Buys card?

Campaign was supported by card activated outdoor. This one dispensed jaffas when you swiped.

To support the campaign the client asked for some copy guidelines on an A4 sheet. I wrote them this book instead.

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Whale Song


WHALE SONG PROJECT

Whale Song


WHALE SONG PROJECT

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This website featured a 3D Papervision Humpback whale that responded to a 'whale song' you played on your keyboard. 

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The Devils are Coming


The Devils are Coming

The Devils are Coming


The Devils are Coming

Wellington Zoo was getting some new Tasmanian Devils. To help raise awareness and create some excitement, we built this custom vibrating, screeching animal crate and bolted it onto the back of a Zoo truck. Then we drove it around town to see what the locals thought. 

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Yellow Belle


Yellow Belle

Yellow Belle


Yellow Belle

Women's Refuge is an organisation dedicated to fighting family violence. They provide shelter to thousands of abused women across New Zealand. As you can imagine. it's a sticky issue that people generally try to avoid. And this is a problem when comes to raising funds. 

Instead of focusing on the abuse, we decided to take a positive approach. We realised that a lot of women and fashion designers donate clothing to Women's Refuge. So we decided to create a funky, designer recycled clothing brand to help  sell all this clothing. We called it Yellow Belle and at the moment there’s two boutiques and an online store. The thing about creating a fashion brand, is that people love to get behind it. Loads of fashion designers like Trelise Cooper have been donating clothing, and all of this has given Women’s Refuge a great social media platform. 

Now we just have to see how much money rolls in. 

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Weather


WEATHER

Weather


WEATHER

Radio Legends


Radio Legends

Radio Legends


Radio Legends

For some Kiwis, drink driving is a family activity. Grannies, uncles, mums and cuzzies are all guilty of having a couple of drinks and then hopping into their car and driving. It’s a particular issue for the oldies, who grew up in a time when that behaviour was kinda ok.

So how do you get them to stop?

Well we didn’t think the government or police could tell them anything. But maybe, just maybe, they would listen to their own family members?

But speaking up is a hard thing to do. And sometimes you never get the right opportunity to do so. So we offered them something unique – free time on the airwaves.

We launched a radio campaign that encouraged people to call a toll-free number and leave a message for their drink driving family members. These messages were placed back on the airwaves at the approximate time and place of their choosing (when they believed the message would have the most chance of being heard.)

The floodgates opened,and we were inundated with hundreds of messages.

This campaign contributed to the NZ road toll for 2012 being the second lowest in 60 years. Leeegend.

 

Colours of NZ


COLOURS OF NZ

Colours of NZ


COLOURS OF NZ

‘Colours of New Zealand’ is a range of over 600 Dulux paint colours, each inspired by a cherished New Zealand location. The problem was previous campaigns had failed to demonstrate the extent of the range and people weren’t associating it with Dulux.

With over 600 locations in the range, we thought there had to be at least one that was special to every Kiwi – a place where they grew up or spent their Summer holidays. So we asked: ‘What’s your Dulux Colour of New Zealand?’ We kicked off the project by inviting Kiwis to submit personal photos from the location that was most dear to them. Thousands of photos were submitted to a website where they were magically tinted with the specific colour swatch for that location and then displayed in our online gallery. We then took these tinted photos and created the entire campaign out of them. We made hundreds of one-off TV spots, supported by press ads, in-store posters, online banners, eDM’s, a YouTube channel and social media.

Every piece of communication featured a different location, demonstrating the extensive range and reinforcing the ‘Dulux’ and ‘Colours of New Zealand’ link. Even on a miniscule budget, brand ascription in the first 2 months alone nearly doubled from 35% to 56%. Furthermore, the idea became the core platform for all activity and customer interaction increased dramatically.

 

Mr Knowitall


MR KNOWITALL

Mr Knowitall


MR KNOWITALL

Mr Knowitall was an interactive video experience for Samsung, featuring you and your Facebook friends.