Overview: The Little Moons Little Shop, built by miniaturist Joshua Smith, delivered bite sized moments of joy to hoards of hungry consumers who enjoyed samples of the latest flavour, snapping and sharing across Instagram and TikTok. Ordering via the digital app, tiny samples were magically dispensed through a tiny service hatch.

Role: Creative direction, Set build & fabrication, branding design, consumer journey design, digital experience

Overview: Optus Tradie Pit Stop: popping up at local trade centres with a focus on giving time back to small business owners in the construction industry. Utilising 20ft shipping containers and dedicated interactive zones, the experience offered free coffee, breakfast, and car washes while showcasing how tradies could reduce their admin through the Telco’s Business solutions.

Role: Creative direction, Set build & fabrication, branding design, consumer journey design, Samsung handset integration

Overview: I helped take Blue Ribbon ice cream back to 1960 with this quirky, monochromatic media event where guests could buy delicious, creamy ice cream with its original recipe and price-tag.

Role: concept and creative direction

Overview: In a unique series of wild parties driven by PR and social media , I helped Jägermeister deliver an authentic taste of Berlin nightlife. After searching for the unusual event location, and having their phones confiscated on entry, guests were immersed within an uninhibited world of strange characters, performances and top Berlin DJs.

Role: Creative strategy, creative direction, content creation, consumer journey design & copywriting.

Overview: As part of a global celebration of 50 Years of the BMW M series, I conceptualised and built a multi level display of some of their rarest and most iconic models at Melbourne’s Motorclassica event.

Role: Concept design, creative direction and copywriting

Overview: A media event for Expedia Group brands (Expedia, Wotif.com, Stayz), who for the first time came together to release the No-Normal Travel Trends Report 2023, a comprehensive view of traveller trends as we head into the new year.

Role: creative direction, branding design & fabrication, content and scripting

Overview: A float and festival arena to launch the partnership between Optus and Sydney Gay and Lesbian Mardi Gras as part of the two week celebrations in 2022.

Role: Concept, creative direction, art direction, copywriting

Overview: I was engaged to develop a winning pitch response and then oversee the creative execution of two hero activations for Aperol at the Australian Open 2020. The hero ‘Casa Aperol activation took influence from Italian beach clubs, while Club Aperol was a destination to watch the action on the big screen.

Role: Creative strategy, concept design, art direction, copywriting

Overview: To celebrate the launch of the highly awaited, final season of Game of Thrones, I helped produce a 2000 square metre graveyard to celebrate the bloodshed over it’s past seven seasons and  invite fans to pay their respects to some of its most memorable characters.

Role: Creative Direction, copywriting & consumer journey design

Overview: The Creators Runway, a social campaign which engaged influencers to develop their very own summer runway edits to launch Specsavers summer eyewear.

Role: Concept design, creative direction, copywriting & art direction

Overview: To launch VisitBritain’s Find Your Great Britain. I married two of Britain’s most popular exports, gin and gardens, to transport key industry, political, trade and media stakeholders to different places around this magical island.

Role: Creative strategy, concept design, creative direction, copywriting

Overview: A launch event for beauty media and influencers to celebrate The Body Shop’s new range of Body Butters with a focus on it’s 100% recycled plastic packaging. Collaborating with an up-cycling artist, I designed colour-popping set pieces made from recycled plastics, while table scapes and styling highlighted the ingredients of the full Body Butter Range.

Role: Creative direction, full concept design and layout, consumer journey design & copywriting

Overview: I designed The Repco Garage as part of the automative retailer’s partnership of the Supercars Championship. The Garage combined an online hub offering fresh content, while at the track it was the destination to meet up, watch demos and builds and immerse yourself in the Repco brand.

Role: Creative strategy, creative direction, concept design & copywriting

Overview: Specsavers Australia engaged me to create a social campaign to promote their new range of designer opticals. I developed a series of short form videos with a range of collaborators across different passion points.

Role: Concept design, creative direction, creator engagement & copywriting

Overview: I created an always-on platform positioning Harley-Davidson at the centre of custom bike culture to grow brand advocacy with younger riders. The campaign was brought to life through partnerships, influencer content, build projects, pop ups and garage gigs.

Role: Creative strategy, concept development, art direction & copywriting

Overview: To launch the new L’OR Barista home coffee machine,  I designed an exclusive media and influencer event with French chef and ambassador Manu Feildel. Guests were taken on a journey exuding with French style and indulgence at every touchpoint, creating desserts and espresso fuelled cocktail creations while getting hands on with the new L’OR Barista machine.

Role: Creative direction, art direction & copywriting

Overview: To launch the new American Serve RTD, Jack Daniel’s threw a media event on Thanksgiving Day with a big slice of Southern Hospitality. I designed the activation end- to-end including a cooking pit hosted by a Tennessee BBQ legend alongside delicious cocktails blues and rock n roll on stage.

Role: Creative strategy, concept design, creative direction, branding design & consumer journey design

Overview: A social campaign with MINI to launch the new Cooper S Sidewalk in Australia. Sidewalk Sounds was a top-down travelling party featuring Aussie pop singer Owl Eyes joined by a revolving back seat of friends hitting her favourite spots in Sydney.

Role: Concept creation, screenplay, scripts & art direction