An absolute dream to be the Art Director on this collaboration between Koala and Bluey! We brought iconic Bluey episodes like Keepy Uppy and Sleepytime to life in the real world — and the results were pure magic.
As Art Director, I developed the core concept for the campaign from the ground up and led the visual direction and messaging across every channel, ensuring consistency and impact across digital, social, print, and press. The project involved week-long shoots and strong video-led content that told the story of the campaign in an engaging and immersive way. From initial brainstorming and mood boards to final execution and rollout, I maintained a strong creative vision that carried through to the campaign’s successful launch — which drove significant sales and exceeded performance expectations.
Amazon asked me to create unique packaging designs for all their boxes during the Christmas period. I developed a concept that allowed customers to color in their own boxes, turning them into ornaments for the holiday season. This approach not only made the unboxing experience fun and interactive but also encouraged customers to reuse the boxes instead of discarding them, promoting sustainability. The project combined playful design, user engagement, and environmental awareness, making the packaging both memorable and purposeful.
When IKEA launched its new store, we developed a fun, playful concept to bring the brand experience to life. The idea focused on engaging customers in a memorable way, blending IKEA’s signature creativity and simplicity
IKEA is famously tongue-in-cheek, and this campaign fully embraced that spirit. We wanted to celebrate exactly what their furniture encourages: laziness! To bring the idea to life, we created awards that customers could win, highlighting and celebrating moments of relaxation in a fun and memorable way.
The TVC concept for Berlei’s “In Support of You” campaign featuring Serena Williams was developed from a clear insight: women can see through exaggerated claims. Bras that promise to “do everything” are overselling, and consumers quickly recognize when a brand is speaking in clichés or using insecurities to sell.
We decided to lean into this truth rather than shy away from it. The idea was to celebrate authenticity—acknowledging that a bra doesn’t change the world, but it does provide real, practical support for women navigating their daily lives. The campaign emphasizes inner strength, confidence, and comfort, showing women empowered by what’s real rather than distracted by unrealistic promises.
This insight shaped every creative choice: the tone, the visuals, and the messaging all centered on honesty, relatability, and emotional resonance, allowing us to create a campaign that felt genuine, aspirational, and, most importantly, believable.
The 'What They Struggle to Say, We Help Through Play' campaign for Be Centre was created by our team to highlight how Play Therapy helps children aged 3–12 heal from trauma, abuse, and mental health challenges. The campaign demonstrates that when children cannot express difficult emotions verbally, play provides a safe, natural way to process experiences, build resilience, and communicate their feelings. It also raises awareness of Be Centre’s specialized services and the crucial support they provide to children facing trauma, neglect, bullying, family breakdown, or grief.
Life doesn't stop for TV - Foxtel Ad campaign
I developed a series of NRMA Insurance ads that bring to life the tangible benefits of NRMA Home Insurance. The campaigns focus on clear, relatable storytelling to show how NRMA protects homes and provides peace of mind, translating complex coverage into messaging that is engaging, understandable, and memorable for customers.
This campaign for new student housing tapped into students’ need to balance the demands of study with the desire to have fun. The concept highlighted both productivity and social life, showing how the housing provides an environment where students can focus, connect, and enjoy their university experience to the fullest.
Our aim was to create a campaign highlighting the benefits of eggs during pregnancy. This example demonstrates how simplicity can be both powerful and clever, conveying the message clearly while engaging the audience in a memorable way.
This Guide Dog TVC, which I conceptualised and art directed, highlights the vital and demanding work that guide dogs do. The ad showcases their skill, dedication, and the critical role they play in supporting people with vision impairment, making their contribution visible and deeply felt. What made it even more special is that no one knew what job they were going for, and the entire shoot was completely unscripted!
