Creative Director. Copywriter. Lover of spoonerisms
Using humans in ads can be somewhat dull, especially when they’re doing everyday life things. And when your brand is struggling to find it’s voice in the market place there’s no stand out however strong your message is.
To reignite a love affair with White Pages and show the usefulness the company still has in people’s lives, we created a world of wind-up toys going about their daily business before a little misinformation stops them in their tracks.
WP 15" Web
WP 15" App
We also highlighted the drama of the unknown number, showing how White Pages can stop that nightmare situation from happening in the first place.
After deciding that Zooper Dooper needed a dose of fun re-injected into its branding, we encouraged people to swap boring for fun across the summer by...
Creating a 'champion' vaporwave inspired a music video with a world famous cricketer and a penguin firing lasers out of its eyes (as you do). Releasing the world's first kaleidoscope snapchat lens for the first day of summer. Designing some awesome faceswaps (reddit contributors thought so!) And a shit-ton of other wonderfully zany things that only Zooper Dooper could do.
Zooper Dooper Champion
The full music video in all its glory!
A 15" version if you can't stomach 2 and a half mins
Snapchat lens of the summer
How the snapchat lens looked
slip n slide fails
best ever faceswap memes
Im a big believer in charity and helping others- especially in looking at ways to help solve the issue of global poverty. Recently we’ve begun working with World Vision. From the lost toy store, highlighting lost toys from war torn areas and an installation made from old toys looking for a new home, to child sponsorship journeys which enrich the lives of those sponsoring and those being sponsored, or engaging teens to lend their voice to refugees around the world, this is the tip of the iceberg of the work we’re doing together.
The lost toy store
an installation at christmas giving people the chance to give an alternative gift - a gift to those children affected by war and famine living in refugee camps.
The lost toy store
Placed under the clock in Melbourne Central over the Christmas period.
The lost toy store
The experience featured real toys abandoned in war torn areas to highlight the sadness of the lives these children lead.
World Vision Christmas campaign
Showing the journey that child sponsorship has taken for World Vision ambassador Melissa Doyle and Khulan in Mongolia.
40 Hour Famine Backpack Challenge
To show young refugees that they’re with them. we encouraged teens across Australia to take the 40hr famine backpack challenge.
Big impact appeal
Working with a world renowned micro painting artist we created artwork on lentils and beans to show how a single donation could be ten times bigger in food relief.
What makes a winner? It’s more than just the skill and the will. There’s something else in an athlete’s mind and body - some sort of chemical alchemy which leads to gold. At least it did for these legends of the lanes.
Athlete specific print
Athlete specific print
The world of squash was turned on it’s head with SQUASH’D, a portable pocket-sized bottle that let people make squash absolutely anywhere they wanted.
Such an immense new product needed an incredible launch, so we put ‘anywhere’ to the test and made it in zero-gravity!
Oh, and then we got some of the best influencers around the world to show their skills, then challenged the public to do the same.
We took Robinsons on the ‘vomit comet’ and pulled this off.
Then we asked other pros to give it a go
They were pretty good...
and so were the public
It’s not everyday you get to create a masterbrand for something that’s 1.4million kilometres squared, but that’s exactly what happened with this Northern Territory work. The aim: to change the perception of the territory across Australia and globally.
Up there we found a land where anything is possible if you put your mind to it. An incredible place full of history, culture and community and so we set out to let people see the Territory for what it really is.
NT Masterbrand Boundless Possible
The constant launch of new pizzas, crust stuffings and dessert offerings mixed with an ability as a brand not to take its self too seriously made Domino's a dream client to work with.
So together across TV, radio and social, we raced dodgems around the streets of London, got children to starve birds (CG ones thankfully - i'm a member of the RSPB), ate a lot of pizza and created some memorable campaigns along the way.
DIVE INTO THE DEEP TV (Ireland)
Over in Ireland, we encouraged people to dive into a pan pizza.
A magical radio ad!
Freezing weekends RADIO
A scorcher of a deal for summer
I love telling stories, especially when the subject can be so taboo. You might not think Superannuation fits in that category, but people would rather talk about set or religion then discuss finances. The truth is many people feel worried that they’re not set up for their future, but would rather opt for the head in the sand approach then sort things. We wanted people to feel that they were'n’t alone in feeling like this and most importantly that it’s never too late to sort things.
Its not all about campaigns. One of the things I love most as a CD is helping creating a culture that inspires and helps people produce their best work in a friendly, interesting environment. One of my favourite examples is the creation of Friday Vinyl. Each week someone is tasked with buying a record for the agency which gets airtime in the afternoon. they’re encouraged to share a story to go with it- beyond just a blurb about the band. I’ve included a few favourites, which includes the legend that is Henry Rollins (not technically an employee, but we were working with him at the time)
Tom Waits - Closing Time
I’m not going to give you a biog of Tom Waits and his debut album. If you know Tom then you know how awesome he is. If you don’t then i’d seriously listen to as much of his music and his interviews as you can. But whilst you listen to this album, I’d like to share the story of how i discovered Tom Waits.
Back in 1993, i was an awkward 13 year old. One lunchtime I found myself sitting in the school library. I wasn’t a regular library visitor, certainly not of a lunchtime, but this particular day i had a detention for being disruptive in class. There i am minding my own business, when in walks a girl i’ve never seen before. Boom, a thunderbolt hits me. Instantly and for the first time in my life I fall in love.
Naturally as an awkward teenager, i don’t go and make conversation - what sort of repressed Englishman would do that? Instead i bottle everything up inside for weeks, until one evening when i happen to have a chat with my next door neighbour over the fence and he asks me how school’s going.
He’s a pretty cool dude, mid 40s (lends me videos of Jimi Hendrix playing at the isle of wight festival which he saw live in 1970 - that sort of dude) certainly too interesting for a suburban North Yorkshire housing estate, so i happen to tell him about the library, the girl and my woes of love.
He gestures with his finger for me to wait a second, then heads inside and brings out a CD of Tom Waits Closing Time and says ‘give this a listen’.
I listen. I like what i hear. No, i love what i hear. That jazz piano is incredible, but it’s the lyrics that really blow me away. Tom understands me, despite the fact he’s singing about things i can’t really associate with, my 13 year old emotions totally get it.
I play it numerous times that night. I become so obsessed with the song Martha, that i convince myself it was written about me and the girl in the future. I vow to not let the moment of seeing her pass me by.
I begin writing poetry and lyrics - previous to this i’ve only ever written to a computer game magazine to ask for cheats for a Super Nintendo game. On reflection the writing was awful, but at the time i feel it’s incredible. I’m certain that if i express myself to this girl we’ll be together forever.
It never happened. I didn’t express myself. I never got the courage to speak to her about my feelings, share my poetry or take her out for a fancy dinner. In the end she actually dated someone else in the year above and he was a dick, so i went off her soon after. Oh, and her name wasn’t Martha, although I did once date a girl called Martha - a large factor of which was purely because of her name.
I may have gone off her quickly, but i never went off Tom Waits.
P.s. Tom Waits will never sell his work to advertisers - he’s sued a few who’ve copied him, so enjoy the album safe in the knowledge you’ll never use it in your ad.
ZZ Top - Eliminator
For my Friday vinyl, I’m inflicting the soundtrack of my childhood upon you.
Let me set the scene. It’s the late eighties in Melbourne’s western suburbs. My brother and I are popping sick monos on our off-brand BMXs. My mum sports a magnificent lady-mullet and hosts lit Nutrimetics parties. My dad, Wayno, is not only an early adopter of the Flymo hover lawnmower, but a regular dropper of serious (paper) cash at Brashs.
Wayno had decked out the good living room with a state-of-the-art hifi system (and a Three Stooges lamp), and would regularly assault our earholes with Suburban Dad™ classics while doing things like installing a wet bar that would go on to be used a total of none times.
Wayno also painstakingly recorded every new LP onto cassette tape so we could listen to them on road trips. He would never do this with mum’s records, so we were subjected to his garbage taste in music for many a country mile. To this day, I still can’t drive past a dead roo without hearing ‘Spanish Flea’ by Herb Alpert and the Tijuana Brass in my head.
One of the better albums he’d blast on the reg was ZZ Top’s ‘Eliminator.’ Outside of The Doors and The Travelling Wilburys, it was the only music of his that I dug. I was more into Bananarama tbh.
I remember listening to Eliminator and thinking that ZZ Top was cool music for badasses who were allowed on the road with their bike and didn’t even wear a Stackhat.
So that is why we are listening to it today. This is music for you.
Alex Cameron - Forced Witness
This was actually picked by music legend Henry Rollins when he was working with us on a campaign.
Henry picking said record
City of Melbourne
Winter, summer and winter again, we helped make the City of Melbourne a desirable place to visit for locals who often stick to the suburbs and shopping centres instead.
City of Melbourne
As main sponsor of Goodwood, Auto Trader had been struggling to inspire customers to visit their stand. People seemed far more excited to see the Maserati’s and Ferrari’s then head to what’s perceived as a used car website or magazine.
So to highlight the fact that Auto Trader really is the biggest used and NEW car sales room on the internet, I came up with a model car extravaganza to give that boxed fresh feel and an emotional connection – three stands shaped like large model car boxes, each housing a different experience.
Inside the boxes, people could pick their favourite model cars off the wall and get all the stats on an NFC reader, play an augmented reality racing game or step back in time for a picture with their favourite classic car.
It was all about fun, education and excitement, offering something different to all the other stands out there.
Water - not the most thrilling subject matter in the world. So when Robinsons asked us to encourage people to drink more water we weren't exactly lapping it up as an idea.
Truth is though, it's something we should be aware of, as not drinking enough water is pretty bad.
We decided if we wanted to get people's attention, the idea shouldn't be scare tactics about not drinking enough water but a fun, friendly campaign which gently reminded people that quenching their thirst might be a good thing.
And so our happy glass was born. A friendly face who popped up during people's days to help them raise a glass or two of Robinsons.
And didn't people just love him? He was snapped with celebs and all sorts of people!