Kmart

Kmart has been a massive part of my life over the last six years. The continued challenge to make low prices 'irresistible', has resulted in a mind-boggling amount of work beamed into the eyeballs of Aussies.

But these are more than just pretty pictures set to a thumping track. Behind each execution is an idea. An occasion. A repositioning. A seed planted.

I’ve loved every minute of it.

Creative Director
Associate Creative Director
Copywriter
Art Director

1st brand amongst Australian women
YOUGOV Top Impressions Ranking 2019

9th out of 10 (and only Australian brand) for WOM amongst millennials YOUGOV Word of Mouth Ranking 2019

Highest perception of low prices
GALKAL consumer tracking (Sept 16 – Aug 17)

Advocacy growth to 16.8% while competitors decline
NPS, GALKAL consumer tracking (Sept 16 – Aug 17)

Kmart

Some garments are a classic. Like the hoodie. But have you seen this hoodie? It's been recut with a cool high funnel neck. And it's got sporty details like thumbholes in the cuffs. They're sure to make you move aerodynamically.

But most importantly, it's got this upscaled hood for ease of hoodie popping. That's why we called it The Popover Hoodie.

This statement film, seen on screens everywhere, oozed confidence. Kmart does fashion. Yes... fashion.

Associate Creative Director
Copywriter
Art Director

Kmart - Brand Reset

The competition were nipping at Kmart’s heels, spruiking low prices louder than ever before.
The Aussie property market was going backwards and wages were flat.
The zeitgeist was making everyone ‘tidy up’ and Kon Mari their way to minimalism.

It was a perfect storm of challenges. And Kmart needed to respond.

It was time to evolve the iconic studio look and get heads turning again.
It was time to celebrate the messy, happy business of living.
It was time to reset the brand with a promise to all Australian households.

After working for 6-years to ‘make low prices irresistible’ it doesn’t get much better than contributing to a new era of Australia’s most loved brand with ‘low prices for life’.

Creative Director

Chadstone

Wood Pencil (Spatial and Experiential/Experiential Design) - D&AD 2017

Silver (Direct Marketing/Ambient Live Events) - One Show 2017

Bronze (Design/Use of Environmental Design) - New York Festival 2017

Silver (Outdoor/Ambient Large Scale) - ADFEST 2017

Gold Pencil (Design/Environmental Design) - AWARD 2017

Chadstone have been busy building into an even bigger behemoth. But this development created a challenge. How could a shopping complex that’s perceived as aloof and isolating feel personal, the bigger it grew?

Our pitch winning idea, ‘Tailor Made’ turned the uniqueness of size into its strength. Whether you’re aged 0 or 100, with such a broad range of experiences, every visit becomes expertly catered to the individual as brought to life with The Tailor Made Store.

Copywriter
Art Director

Bowel Cancer Australia

Bowel cancer is Australia’s number one cancer killer amongst 25-29 year-olds. 

Bet you didn’t know that. 

It’s a scary fact, especially when over 98% of cases are curable if detected early.

But how would you even know what symptoms to look for?

And how do you get millennials to give a shit about their shit? 

We created a plain-speaking bowel cancer quiz and incentivised learning with a prize like-no-other. ‘The Golden Nugget’ is modelled from a perfect poo and hand-crafted from 24 carat gold.

Creative Director
Copywriter

Dolly’s Dream

Amy ‘Dolly’ Everett took her life after an extended period of cyber bullying. Through a final piece of art she encouraged people to ‘speak even if your voice shakes’. One year after the tragedy, the issue remained that there were no relatable resources available for teens that would get them talking.

Inspired by Dolly’s story, Tropfest Jr. awarded director Charlotte McLaverty, at just 15 years old, wanted to shine a light on the pervasive problem through the lens of a teen. ‘Are your words doing damage?’ is written and directed by a teen, for teens with music donated by Grammy Award nominated Billie Eilish, who was 17 at the time.

The film was followed by a forum with some of Youtube’s most popular teen creators, Georgia Productions and Catia Mallan who discussed the issues raised in the film to then share content through their communities.

This important project is still gaining momentum with a plan for Independent Schools Victoria to make the film part of a cyber bullying program to gets teens talking.

Over 2,000,000 views
580 media articles
8,000 reactions
800 comments
8,500 shares
Reaching +277 million

Creative Director

Ristorante

Bronze (Outdoor/Ambient Products and Services) - New York Festival 2017

Finalist (Direct Marketing/Ambient Live Events) - One Show 2017

Ristorante frozen pizza is bellissimo. So bellissimo in fact, that the simple act of cooking it in your oven is tantamount to having a pizzeria at home.

And because it’s so accessible, any home can be a pizzeria. To prove it we found the most remote home in Australia and gave the owners a freezer full of Ristorante goodness.

Associate Creative Director
Art Director

Papa Giuseppe

Papa Giuseppe had been frozen in time for a bit too long. Meanwhile a lot had changed when it came to food. Even blokes had become mindless followers of fancy food fads.

To launch his latest stuffed crust pizza, a rebooted Papa G was unleashed from his box and put on a soap box. And, thankfully a new generation was reminded what satisfying eating is all about.

It's a Papa G's pizza by the way.

Associate Creative Director
Copywriter

Ristorante

We’ve come to expect the worst from frozen pizza. Crust like cardboard. Questionable quality. Flavour that falls flat. How could an unknown German brand, serving an Italian icon prove to Australia that you can have restaurant quality pizza at home.

Easy. Open a mysterious pop-up. Make it exclusive. Invite a handful of good looking, influential, attention loving but affordable socialites. Deprive their senses. And let taste do the talking. 

Associate Creative Director
Art Director