Portfolio
(Keep scrolling down to check out my work)
Switching moments
INSIGHT
People don't switch health insurance on a schedule. They switch at the moments life makes them stop and ask if it still makes sense.
IDEA
Meet them inside that moment, in their own words. Each execution is the thought a customer is already having, made into the ad.
ROLE
Creative Director. Set the concept and directed the work across the team, from OOH to social to web.
Care that moves with you
INSIGHT
Aged-care advertising usually shows people as their needs, not their lives. But receiving care doesn't mean the life stops. In rural Victoria, people are still restoring tractors and re-enacting the Gold Rush, thanks to the in-home care they’re getting from Australian Unity.
IDEA
Lead with the life, not the care. Real customers, filmed doing the things that make them themselves, with the care in the background where it belongs. Social cuts pull you in, the full stories carry you through.
ROLE
Creative Director. Directed the videos and worked with the content team and our editors to finalise 10+ versions across social and paid formats.
Click any image to watch the full videos.
The Wellbeing Index
INSIGHT
Research findings feel like they're about everyone, which can mean they feel like they're about no one. People scroll past data until it becomes a question about them.
IDEA
Each year, find the angle that makes the data personal, then carry it across every format the audience lives in: a flagship report, magazine-style articles, social cuts, and video. The social stops the scroll, the articles and video carry people deeper, the report is the destination. Twenty-five years of Australian Unity and Deakin research, made to feel like it's about you.
ROLE
Creative Director across the full campaign, hands-on in the social and video work, directing the concept with my team of designers and animators.
Top to bottom, feature video, social campaign assets, flagship report excerpt.
Parenting Up
INSIGHT
When you start caring for the people who raised you, the hardest part isn't the admin. It's starting the conversation. "Mum, when did you last see a doctor?" is a harder sentence than it looks.
IDEA
A podcast for the Sandwich Generation, built around the tough talks themselves, with host Jean Kittson and experts making the conversations that feel impossible feel possible.
ROLE
Creative Director. Directed and engineered the recording sessions, cut the episodes with our editor, and led the creative across branding and social.
Frankie Magazine
THE WORK
Photography for print and web, social video and reels, and branded partnership content, shooting to a masthead with a very particular voice and aesthetic.
ROLE
Editorial photographer and content creator, working directly with Frankie's Creative Director, and contributing to concepting on the video work.
Click any image to look at the full work.
The Work Behind
‘The Work’
None of this is my job. It’s stuff I make for fun. A heavy metal record, a short film, a music video, and a frog cult I found in my letterbox. It's the same instinct that shows up in everything above, just off the leash. Woof!
Click any image to check the projects out.
