Making a sales event stand out, by turning it invisible.

Afterpay Day is a bi-annual sales event from Afterpay. The problem is that sales are everywhere. Prime Day, Black Friday, Click Frenzy- gone crazy? So had our audience.

But value for them isn’t about expense, it’s about exclusivity.

So we created exclusive deals and drops available to seize in augmented reality, right in the palm of their hands.

But we didn’t stop there, we launched a fully integrated campaign inspiring people to ‘carte diem’ and seize deals and drops from over 2,000 retailers too.

With results that smashed targets, we came, we saw we conquered- making it the biggest Afterpay Day yet.

TK Maxx is a retailer with high fashion items, for low prices. Unbelievable isn’t it?

To show just how unbelievable, we turned to a telekinetic toddler and a pet balloon dog. We created four TV spots, each showing a genuinely unbelievable moment that goes completely unnoticed by TK Maxx shoppers, who instead assume that the awe is directed at their unbelievable shopping steals- and they certainly steal the limelight.

These spots did an unbelievable job of raising awareness of TK Maxx and its unique shopping style across Australia.

As lead creative, I worked on everything from the concept to creation.

To launch The Kraken Premix, we beat the budgets of bigger dark spirits brands and brought new drinkers on board.

We set out to show that in a world obsessed with the metaverse and NFTs, The Kraken Premix is best enjoyed in the real world.

So we created an NFT collection that came with a deliciously devious decision; mint an NFT, or choose a Kraken Premix IRL for free.

It certainly made a splash, driving discussion, deliberation and dividing opinion. But the refreshing taste of The Kraken Rum surfaced as the winner.

Our results blew expectations out of the water too, reaching over 4 million people, driving 40,000 clicks and driving an 8,000% increase in interest in the brand.

The Kraken Premix, you can’t right-click-save it, but you can savour it.

Stoneleigh Wine couldn’t stand out by simply telling people its story, so we made it a talking point.

To reverse years of decline, our challenge was to get young female hipsters to care about Stoneleigh’s natural creation with ancient river stones and wild fermentation.

So we let nature takeover an abandoned house in the city, with each room embodying the tasting notes of a different wine. We created a surreal, living and breathing Instagram wonderland for hipsters to be seen in, and share.

Over 5,000 people attended parties and events hosted with partners from VICE-ID to Australia’s top chefs, sharing thousands of pieces of content telling our natural creation story creatively online.

In total, one house reached over 7 million people, increasing brand preference by 350%, and taking Stoneleigh from years of decline to number one in the category.

From concept to delivery, I worked across all elements from four brand films to over 350 pieces of content.

Putting Rekorderlig Cider back on the map.

Rekorderlig was once overflowing with Swedish cool, but it had got old in the eyes of young drinkers.

With an audience itching to be out and about, but lockdown putting an end to plans, we found a new way to put Rekorderlig on the map.

Welcome to Rekorder-land, a virtual tourist destination reimagining Vimmerby Sweden with fun attractions inspired by Rekorderlig flavours.

People could jump into the town fountain to experience a Strawberry-Lime scuba dive, meander through a Grapefruit-Rosemary meadow bursting with flavour, and interact with an AI powered DJ at the Blush Rosé Lake Haus.

We even got travel influencers on board, driving hype and helping to make Rekorder-land 2020’s must-visit digital tourist destination. (As rated on PipAdvisor).

Cancer, it’s not a topic young women are talking about when they get together. But cancers affecting women take tens of thousands of lives each year. So, for Cancer Council’s Girls Night In, we aimed to bring cancer to the party.

We created Cards Against Cancer, a party game for a horrible disease. It aimed to get women to put their cards on the table about cancer, and spark a simple conversation at the party, and online.

For this campaign, I worked on the concept to the copy.

Redefining tequila from shots to refined sips.

1800 is a tequila with some serious heritage. But it had a problem, it was confined to 2am shots rather than 6pm sips.

To change this, we created a year-long content platform called ‘Redefined,’ with the aim of shaking up expectations around traditional ways to enjoy tequila, and cultural traditions too.

We created film content that defied the time people thought to enjoy tequila, re-wound the creation of cocktails to show tequila as the unexpected ingredient, and even collabed with creators who are redefining a traditional craft in a new way.

Giving people another way to stay dry this July.

Dry July is an annual challenge to go alcohol-free for the month of July. Ironically, it’s also the wettest time of the year in Australia.

So to catch the attention of sober curious sippers, we created another way to help them stay dry throughout July.

A rainwear merch drop from Angostura Bitters, the brand that is synonymous for adding a few drops to the iconic low and no serve, the Lemon, Lime & Bitters.

We partnered with Sydney bartenders to model the merch alongside the serve, before dropping each piece exclusively on Instagram and with a stylish lookbook.

Stay dry out there, Australia.

Causing a stir about tequila, during a week associated with gin. 

For Negroni Week, we launched the ‘Newgroni’— taking on a classic with a tequila twist. 

We then hijacked the hype around Negroni Week in bars, on the streets and on social media, showing people how to mix-up a new classic, and giving away Newgroni kits to refresh people’s attitudes around the versatility of tequila. 

To launch The Kraken Premix, we bought a PR Agent on board to refresh The Kraken’s beastly reputation, and make it the perfect ‘face’ of a lighter, more refreshing summer sip.

We invited The Kraken’s audience to vote on tried and tested PR techniques for The Kraken to take on. It made a splash with a summer chart-topper and launched a scented candle. Then, we wanted to show its softer side, so we created ‘Meditation with The Kraken.’

Seek an uncomfortable position, and dive in.

How do you make a brand that appeals to teenagers, appeal to their parents too? We created a band called 'Mariachi Doritos' and showed that Doritos had a role at any occasion, by 'adding a little Mexican' flavour to parties through the UK's first ever Facebook Tour. 

People could book the band over Facebook, and we’d travel to their homes, parties or pop-up on their web cams. As Digital Creative Lead, I was responsible for all of the content, creating and writing everything across Facebook, Twitter, Instagram and Snapchat in real-time, which helped us win the Grand Prix for Social Media at WARC.

To launch Snickers 'You're Not You When You're Hungry' in the UK, we turned to Twitter. We used five well-known celebrities, who each tweeted out of character tweets, then revealed a Snickers to get back to normal. 

Over the course of five days, 25 tweets reached 26 million people, and we’d been mentioned in British Parliament.

As the Digital lead on the team, I collaborated with the approach, and planned the sneaky rollout.    

Not only was this campaign the most successful new launch for the new Snickers campaign, it was also the most Globally awarded digital campaign of that year.