THE POWER OF NO
Most strategy fails not because it's wrong, but because it tries to do too much. The brief is too wide, the positioning covers every base, the idea gets diluted before it reaches the page. My job is to find the single true thing and cut everything else until only that remains.
A brand strategy for a cannabinoid biotech company. A voting campaign for Te Puni Kōkiri. Tackling racism for the Human Rights Commission. Fundraising for Amnesty International. Teaching Google's AI to sound more human. The clients are different. The problems are different. The process is the same.
One of the team behind Ghost Chips. Work featured in NZ On Screen and Te Ara Encyclopedia of NZ. Over 100 international awards including Gold at Cannes and a D&AD Yellow Pencil. 20+ years of senior strategic and creative expertise.
Featured Work
#FFS CHOOSE: SAYING NO TO THE ESTABLISHED
A government ministry needed young Māori to vote. The temptation is always to go educational. Serious. Worthy. We said no to all of that and built a campaign around what actually motivates young people — authenticity, cultural pride, and Stan Walker.
SAYING NO TO THE EXPECTED. A CAMPAIGN THAT SAVED LIVES AND BECOME CULTURAL CURRENCY
The brief was a 50 page government strategy. The answer was a bunch of mates at a party. Simple idea. 90% prompted awareness. 50% drop in teen drink-driving. You can still buy the merch a decade later.
LATEST RESULTS SPOTLIGHT:
“You did it! Thanks to you and the rest of our amazing community who came together this tax time, we have well exceeded our goal to raise $479,000 for critical heart research, raising an outstanding $542,090! We cannot thank you enough for your generosity."
VICTOR CHANG FOUNDATION (with Change & Co & Tone)
Target: $479,000 | Actual: $542,090 | Result: 113% of goal achieved
Proud to be working alongside leading Australian fundraising agencies Change & Co and Tone, who know that purpose-driven work demands results-driven creative. I worked on the digital component of this campaign, a growing area in Fundraising.
I helped build Google Bard. Now I build AI tools THAT SOLVE SPECIFIC PROBLEMS.
As AI Quality Lead at Google, I shaped how one of the world's most complex AI systems communicates with people. I understand what these tools can and can't do, and more importantly, when they're the right answer.
That experience now goes directly to clients.
I identify the problem, design the solution, and build it with specialist partners.
You get a working AI product without hiring a dev team or briefing an agency that doesn't understand your business.
Same process I've always used. Different deliverable.
