Adobe needed to connect with a new generation of creators in Asia Pacific, to promote their flagship product, Photoshop.

With sign-ups plateauing, we needed to engage our target audience, Creative Professionals, with a platform on social media that felt relevant and unique to APAC locations.

With ‘Your World. Your Canvas’ we set out to inspire creatives to realise that you don’t need to be a professional to create and build your skills without limits – you just need professional-grade tools.

Bringing this to life, WE deployed professional photographers to capture localised cityscapes across Sydney, Melbourne, Singapore, Seoul and Hong Kong that would inspire influential creatives to interact with. We then challenged the region to reimagine these urban canvases into something unique, with the only limitation being their own imagination.  

Quit Victoria have existing partnerships with community organisations and a history of sharing smokefree messaging with queer communities. However, they needed a fresh perspective that better encouraged smoking and vaping cessation, whilst also remaining relevant, culturally-sensitive and inspiring to LGBTIQA+ communities across Melbourne.

We started with foundational research & interviews (with community organisations & smokers/vapers) to better understand the lived experiences and struggles of queer individuals. Through this, we identified, that the LGBTIQA+ reasons for quitting, differed from heterosexual and cis gendered reasons.

This important insight led the way for our messaging platform and enabled us to highlight some of the compelling and relevant reasons those already on the quitting journey were open to share.

We then recognised key figures who were willing to share their quitting journey, and created a suite of assets and content that our audience could identify with.

HPV is a common STI—around 80% of sexually active Australians will contract it. It can lead to serious illness, including cervical cancer.

While a vaccine exists, uptake is declining. Australia aims for 90% coverage by 2030 to help eliminate cervical cancer by 2035, but many young people—especially international students—have missed out.

To boost awareness, CSL Seqirus asked us to develop a campaign targeting university students.

If there’s one thing our learned audience had in common, besides the obvious, it was education. 

Enter – Learning the language of love. A cheeky, emoji-filled initiative designed to engage both international and local students in a conversation about HPV prevention, in an inclusive language they can all understand.

We launched on HPV Awareness Day (March 4), partnering with universities and student organisations. The campaign used digital screens, social media, and student EDMs to reach students where they’re most active.

The results -
The campaign successfully reached approximately 2.3 million students.
Digital screens at Scape Student Accommodation, Monash, and Griffith universities engaged over 111,500 students alone.
While social posts generated over 12,000 views with strong engagement. Highlighting the campaign’s relevance and resonance with students.
The eDM placements also proved to be successful, reaching 44,000 students with an average open rate of 49% and over 750 click-throughs, significantly exceeding industry benchmarks for student communications. 

In 2022, St John WA celebrated 100 years of Ambulance. Like many health services, COVID had pushed St John WA to its limits, giving rise to some unfavourable media coverage. St John WA briefed us to create a social media campaign, designed to grow their storytelling capability (reach), while celebrating 100 years of service. This would allow them to take a stronger hand in controlling the narrative. 

We hijacked their recognition ceremony and secretly assembled a choir consisting of patients who had been saved by St John WA. We then arranged for the responders who helped them, to attend the event, then surprised them during the ceremony by: Singing their praises.

The touching tribute reduced courageous Paramedics and Volunteers to tears. However, the real purpose of the event was to create cut-through, emotional content for social to fan the flames of community support. And although some of the choir members couldn't quiet sing to save their lives. It was a fantastic tribute to those who saved them.  

Cashrewards engaged us to develop a creative platform to launch their new VIP offering – Cashrewards Max – an exclusive, high-reward version for ANZ cardholders, offering bigger cashback, better benefits, and faster rewards.

The concept needed to:
- Generate awareness and excitement around ANZ rewarding its customers.
- Build trust with Aussie shoppers and merchants.
- Drive traffic and boost Cashrewards membership
- Work seamlessly across TV, OOH, radio, and digital channels.

We set out to celebrate everyday transactions, now more rewarding with this pumped-up offer. The campaign, Welcome to the Party, features DJ Max, a personified version of the program, who turned online shopping moments into party scenes to the beat of Technotronic’s Pump up the Jam.

The campaign rolled out in stages: starting with an ANZ staff eDM pilot, followed by an onboarding program, and then a national launch across TV, radio, OOH, and digital.

This campaign for Kennards Hire was designed to bring their four brand pillars to life - Extensive range, ease of hiring, quality gear and sound advice. It’s also designed to position Kennards Hire as the 'enabler' helping customers from all walks of life, from DIYers through to tradies and construction site managers.
We had fun creating separate takes with a kiwi accent for our friends across the ditch which worked a treat for the kiwi audience.

GETTING PEOPLE TO SKIP THE SKIP AD BUTTON

With everyone ‘skipping ads’ on YouTube at the first opportunity, we needed to get people watching for long enough to absorb our message about car insurance.

So we created the ‘Be OK’ button, a whole new way to interact with ads on YouTube, giving people the power to make everything OK.

This concept required video annotations which, at the time were not previously used in pre-roll spots, so we worked closely with YouTube to enable this feature.

The ‘Be OK’ button enabled people to reverse the damage caused by a car accident, so they could experience first hand Allianz’s fast and efficient service.

ADFEST - GOLD
SPIKES ASIA - SHORTLIST
ONE SHOW - FINALIST
MIDAS - SILVER
ADMA - FINALIST
THE WORK - PUBLISHED 2014
DIRECTORY - MAGAZINE 29

Cruising is in many cases a parity market, but when Carnival briefed us to create an activation to celebrate 5 years on Australian shores, we rose to the challenge. We recognised that brand assets would play an essential part in a successful pitch, so we developed the Carnival Conga based on Carnival’s unique funnel shape. The idea was designed to be global, with over 60,000 passengers taking part in the world’s longest Conga Line at Sea (A record that has yet to be broken). The best part about taking part in this world record attempt was the t-shirt, which read: WE CAME, WE SAW, WE CONGA’D.

When bills arrive in the mail, there’s a moment when many of us might be tempted to simply tear them up. 

This campaign encourages Australians to do just that – to say ‘See ya later’ to expensive car insurance and ‘hello’ to a better deal from Allianz.

Set to an upbeat ‘ska’ version of the 60s track, ‘See Ya Later Alligator’, the  spot shows people destroying their car insurance bills in ever-imaginative ways – before saying ‘hello’ to Allianz by calling for a cheaper quote.

The brief was to simply smash a savings message. But we wanted to put a fresh spin on the ‘Ahhh-Allianz’ mnemonic at the same time.

ADMA - FINALIST

This spot was created to position Allianz as the go-to insurer for summer. How better to demonstrate this than to tell the story of a wayward hose causing all kinds of destruction. 

When you change jobs or move house, it’s easy to lose track of your superannuation. That’s why the average Australian has lost super sitting in two or three super accounts.

Our job was to get people to redirect any lost super into their BT super account.

Using ATO data, we identified the amount of lost super by postcode. Then we pointed out how much lost super there is in a customer’s suburb and invited them to bring their share home. The idea was all about redirecting their super to BT – in a similar way they’d redirect their mail.

The message was strengthened further by housing the headline in a mock mail redirection sticker – usually only used by Australia Post. This reinforced the customer problem of losing track of your super when you move.

DIRECTORY -  Magazine 36
ADMA - Finalist
MIDAS - Certificate
 

MAN'S NEW BEST FRIEND

Allianz car insurance achieved stellar results in 2012 with its ‘Ahh-Ahh-Allianz’ campaign. But while sales and brand-link scores were up, ‘customer motivation’ scores were low. This meant that customers weren’t seeing a reason to choose Allianz over the competition.
We needed to give them one.

Our challenge for 2013 was to maintain sales and branding scores while introducing a point of difference: Allianz car insurance gives you Roadside Assistance after the first year at no extra cost.
The ‘Ahh-Ahh-Allianz’ catchphrase was a mandatory.

We chose a fresh new face to launch our Roadside Assistance offer, a dog named Sawyer. 

Sawyer became the symbol for Allianz Roadside Assistance, Man's new best friend on the road. 

AWARD - Finalist
ADMA - Finalist

Research showed Allianz was viewed as ‘premium’, ‘inaccessible’ and rarely considered when short-listing insurance providers. We needed a TVC that would shift brand perception and position Allianz as ‘accessible’.

Allianz does everything it can to protect customers, from the care they take putting a policy together to the way they look after a claim. Our idea was to use an inflatable world as a metaphor for the protection customers feel when they’re with Allianz.

CLIO - CERTIFICATE WINNER - TV+CINEMA
CLIO - CERTIFICATE WINNER - ART+TECHNIQUE
NEW YORK FESTIVAL - CERTIFICATE WINNER - ART DIRECTION
ADMA - FINALIST - EFFECTIVENESS
 

Each year, nearly a third of all Australians travel overseas. But for more than 18,000 of these travellers, the holiday won’t go as planned. They’ll end up sick or injured and feeling a long way from home as the medical bills begin to mount up. That’s when it pays to have travel insurance.

To cross-sell Allianz travel insurance to existing car insurance customers, we sent a postcard from an unexpected destination, a reminder that you never know where you might end up.

CAPLES - BRONZE

Jim Beam asked us to put a new spin on a classic. A beat boxing harmonica playing New Yorker was the perfect metaphor. 

9 years ago, the Monkey’s invented EOFYS for Foxtel. For this year’s iteration, the sales targets were higher than ever.

Based on the thought ‘FOXTEL DELIVERS GREAT CONTENT’, the drones idea became the centre of a multi-million dollar, integrated campaign.

A campaign that resulted in reaching 98% of some very ambitious sales targets. A fantastic result given the abundance of SVODs in market.

Qantas had a problem, loads of their QFF members received the new Qantas Cash enabled QFF card but weren't activating it. So we created a promotion to get them to do so. And do so they did.

Using radio, email, social and standard banners, the 2 week campaign resulted in over 229,675 registrations (against a target of 40,000). Almost crashing the site with a peak flow of 7262 users at one point.

The end of the campaign saw 45,263 new activations in total (against a target of 10,800). And one happy client. 

ADMA - Finalist
MIDAS - Certificate Winner

Australians only purchase insurance once or twice a year. So insurance companies want to be top of mind when they do.

Our problem was that people didn’t know how to pronounce Allianz. 

If people can’t pronounce your name, they won’t remember it. And if they don’t remember your brand, they won’t buy it.

We needed to get Australians to remember the name Allianz. 

What’s one (clean) word that automatically comes out when things go wrong? ‘Ahhh!’

By extending ‘Ahhh’ into ‘Ahhh-llianz’, and expressing it through a range of true-to-life scenarios, we created a direct link between the name of our product and the moment Australians need it most.

Effectively branding all insurance moments ‘Ahhh-llianz moments’.

EFFIE - BRONZE
MIDAS - SILVER
ADMA - FINALIST

At the time, Rhonda and Ketut were hotting up. Aliens had taken over at Budget. And little red quotes were driving insurance sales for Coles.

In this aggressive market, against competitors with much larger media spends, Allianz gave us ambitious new sales and branding targets to achieve with our next Ahhh Moments TVC.

The first Ahhh Moments TVC which aired in 2012 was a hit. Sales had doubled almost overnight and brand link soared. Now Allianz wanted us to take Ahhh Moments to the next level. So we created our best performing spot yet, complete with flying jetskis and paint-splattered dogs.

EFFIE - SILVER - LONG TERM EFFECTIVENESS

Following on from the success of 'The
Girlfriend' campaign for Jim Beam, we were tasked with creating the next instalment for 'The Bourbon'.

Enter 'The Neighbours', a couple of Swedish naturalists. The campaign included a microsite which showcased The Neighbour's neighbours POV, and an online game which allowed you to see more of 'The Neighbours'. 

I'm not going to lie, it was the most exciting shoot I've ever been on.

The End.  

Options trading is a complicated process. Fund Managers are often constrained by inflexible contracts and transaction requirements, and also exposed to high levels of risk during the clearing and settlement period.

So ASX created FlexClear,™ a new options clearing service providing Fund Managers with greater control, security and flexibility, giving them the freedom to trade their way.

We targeted the top 50 Fund Manager Dealers in Australia. This is an audience who likes a challenge, so we sent them one – a remote control Drone dramatising the control they could regain with FlexClear.™

The personalised DM pack contained a product flyer that doubled as a landing platform, so Dealers could practice their flying skills and compete with colleagues. 

CAPLES - FINALIST
MIDAS - GOLD
MIDAS - SILVER
ADMA - FINALIST

Whether you’re taking Baht to Bangkok or Pounds to Piccadilly, Qantas Cash is the convenient way to carry travel money. And it’s already built into the Qantas Frequent Flyer membership card. 

With the help of Serial Cut in Spain, we developed this visual to be used across a variety of mediums. From boarding passes, to digital billboards and everything in between.

Allowing us to put the piece, right where we needed it.. 

With the help of illustrator Catalina Estrada we created this piece for Coke as part of the 'Happiness on the Coke side of life' Easter campaign. 

The piece was predominantly used at point of sale and across a range of limited addition bottles. 

Kennards Hire needed a social campaign to create traction online with DIYers throughout Australia and New Zealand.
So I came up with the #DoItYourselfie promotion. A user generated photo competition that saw thousands of punters upload images of themselves completing jobs around the house with the help of Kennards Hire.
Our clients were overwhelmed by the response and are planning to leverage the promotion again in 2020.

Health NSW together with Hepatitis NSW and NUAA, needed to create an awareness campaign for a new drug that treats Hep C.
They came to us with a bunch of research findings and some headlines that had already been tested.
I created this series of striking posters to cut through the clutter and make those headlines sing. We then proceeded to plaster them up from Surry Hills to Broken Hill targeting areas with a high concentration of people who inject drugs.
Although early days, results have been super positive with prescriptions for the drug at an all time high.

As lead creative on the Adobe account at We Communications, I had the opportunity to create loads of content with influential customers over the years. Here are just a few of my preferred edits.