We produced a short film to raise awareness for the aged care organisation HammondCare, It was shot in a documentary trailer format assisted by a highly awarded team including Director Kim Ramsay, DOP Simon Morris. The original ‘”Who Am I” soundtrack is from Christian rock band Needtobreathe. The film was shot over 1 week across 4 locations – from Scone (3 hours north of Sydney) to Horsley (2 hours south of Sydney).
We intentionally shot the film totally unscripted and in a documentary style to capture the true mission and unwavering belief of the HammondCare team – a passion that authentically runs through the organisation at every level.
creative direction / art direction
The Challenge.
For over 10 years, Salesforce World Tour has been the primary source for this global FinTech to Blaze their Trail. As one of the most coveted events on the calendar, our fresh approach laid down the challenge of taking the creative and design to a new level.
Creative and Concepting.
In partnership with The Company We Keep, initiated the creative process with the customer journey; mapping touchpoints, creative messaging and possible theming ideas as conference attendees navigate their way through the International Convention Centre Sydney. Lasting some 3 months in total, the creative development consisted of pencil scamps through to photorealistic 3D renders and real time budget analysis to ensure all ideas stayed within scope. One of our largest creative achievements came in the storyboarding of a world first, 183m animated projection inside the event expo.
The Event.
The event was a huge success attracting over 8000 people from around the region, With two designers on site in the lead up and duration of the event we were able to ensure all digital changes were able to happen within minutes.
Awards via CWK
Australian Event Awards & Symposium 2019
Best Corporate Event - Finalist
Best Exhibition, Trade or Consumer Show - Finalist
EEAA Awards for Excellence 2019
Most Creative Innovation in Event “Experience” Delivery
Client Feedback via CWK
“I’ve been to 40+ world tours; this was the best I’ve ever seen. It was perfection.”
Miguel Milano - President of Salesforce Europe
“What you and your team imagined and delivered last Wednesday was phenomenal. Thank you and Congratulations. Am sure you've heard the mutterings but i am hearing everywhere it was the best world tour ever, the best campground ever, the most magnificent projection screen and imagery ever... and the accolades go on. “
Renata Bertram - Senior Marketing Director | Salesforce
“Thank you for all the amazing work that you and the team did for World Tour. I had the most wonderful experience working with you guys and am looking forward to working you more in the future. Hope you get some downtime before the next project! “
Laurie Macabasco - Associate Creative Director | Asia Pacific | Salesforce
“What you created last Wednesday has sent ripples around the globe – as THE gold standard of World Tours – with a not insignificant number of comparisons to Dreamforce thrown in. In terms of the local events landscape – this is the standard that all events will be judged against for some time to come...From the bottom of my heart – THANK YOU to each and every one of you amazing humans. Be proud – you deserve to be. Let's do it all again :)”
Stuart Frank - Director, Strategic Events Asia Pacific | Salesforce
creative direction / art direction
This campaign follows on from our award winning Independence is Precious campaign. After extensive audience research, we shifted the focus from “independence” to the concept of “safe homes” as it resonated more passionately with our audience and connected deeper as a basic human right.
Campaign results to follow.
creative direction / art direction / photo manipulation
GBST approached me to develop an Employee Value Proposition to promote their presence within the competitive developer/coder talent pool. They had previously never promoted themselves making this a first for the organisation. The creative was informed by employee/candidate interview and needed to align to GBST’s CVP “Our expertise, your future”. From this the following premise was created:
GBST is in a state of transformation. And as we evolve, we are excited about what tomorrow will bring. But none of it will be possible unless you come with us.
Because our tomorrow, our client's tomorrow is dependent on your tomorrow.
creative direction / copy writing / art direction
In partnership with Dialogue PR, we produced a series of social video for Constellation Brands new boutique wine brand – The Group.
Passionate about 'grower wines', The Group has forged a unique partnership with an Australian grower collective, helping them to thrive and produce the highest quality grapes by providing support, expertise, security and protection. Harnessing the combined wisdom of an Australian grower collective with single vineyard and varietal expertise to produce the highest quality premium wines.
We chose Matt Moran to be the face of the brand launch off the back of his successful Paddock to Plate ABC series.
creative strategy / creative direction / art direction
“Australia’s self-employed are at the heart of this nation. They keep us fit, make our homes beautiful, even care for our kids. They spend hours organising us, but who’s looking out for them?”
This is the notion from where this campaign sprung. We wanted to give back to the Australian's self-employed so we enlisted Shaynna Blaze (Australia's authority on organisation) to be an authentic face of the campaign. Shaynna worked with us to organise self-employed Charlotte's work place and demonstrate how Quickbooks could organise her finances along the way.
creative direction / art direction
We were approached by Porsche to refresh their Woman With Drive content hub. I was responsible for rebranding Woman With Drive, redesigning their website from scratch and setting the direction for the ongoing content and campaigns.
creative direction / art direction / web design
PROBLEM
At almost 98%, brand awareness for Optus SMB may have been high amongst Australian businesses but – at around 40-50% – consideration was considerably lower.
With paid media spend results attracting high bounce rates (~80%), it was clear that Optus SMB needed to improve its conversion capabilities.
The problem was that Optus SMB customers no longer had a digital home so, as a result, the telco lacked a clear view of its user segmentation and channel performance, with its media mix also affected, resulting in drastically low (~1.5%) website conversions.
SOLUTION
The Optus SMB Yes Business Hub.
But first, we had to define our Content Pillars, get to know our Persona Groups and then plot our Content Themes – all through the guise of our Creative Filter.
So, we interrogated our data sets even further and found that our Optus SMBs could be classified as either Administrative, Specialists or Leaders (and sometimes more than one). This is where our Creative Filter flexed its small-to-medium business muscle, distilling everything into two very simple, yet immeasurably powerful words: Go Do.
The lateral link that imbued the strategy with creative flavour, Go Do empowered our content creators to bring focus and consistency to the overall campaign, ensuring it always aligned with client objectives.
An imperative verb phrase, this was a tagline and call to action rolled into one, an inspirational catch cry and embodiment of what all our personas wanted in a hub: unique, fresh, unexpected, and most of all, practical content.
RESULTS
Yes Business is due to launch November 2017, with post-content implementation metrics in place.
creative strategy / creative direction / art direction
Our fourth instalment in the Independence is Precious integrated campaign series sees an everyday Australian family from a small rural town homeless over Christmas. The creative explores this case study from two viewpoints creating a emotional story. Campaign results to follow.
creative direction / art direction / photo manipulation
nib Health Insurance approached us to engage with their most profitable target market (Virgin Green Males – 25-30 singles) through content.
The challenge was: How do you talk to a demographic who are not interested in health insurance? Through data and insights, I discovered a white space that engaged our audience and related to the conversation nib wanted to have – Human Innovation.
From this, I developed a creative filter and brand that spawned video, social and editorial content that engaged our Virgin Green Male audience.
creative strategy / creative ideation / art direction
Our fifth instalment in the Independence is Precious integrated campaign series explores the role domestic violence plays in homelessness in Australia. Over 187,000 women and children accessing homelessness services are victims of domestic violence.
Provocatively we pose the question “What would drive you to choose homelessness?”. Campaign results to follow.
creative direction / art direction / photo manipulation
The Challenge.
Mission Australia is one of Australia’s leading Christian charities with over 160 years of practical and proven experience in working with Australians in need. Our over-arching goal is to reduce homelessness and strengthen communities across Australia.
Mission Australia has developed a new strategic plan to guide our organisation over the next five years. Mission Australia’s 2020 strategic plan establishes the framework and forms our key focus areas for the coming years.
Mission Australia approached us to develop a creative platform that would bring to life their five-year strategy in an entertaining and engaging way.
Our Creative Solution.
We felt a powerful way to bring to life Mission Australia’s five-year strategy was through was the medium of isometric illustration and animation. Think SimCity but grounded in the real world. We created a bustling city which allowed us to story-tell Mission Australia’s 2020-25 strategy. This concept allowed us to go deeper into the strategy detail by depicting Mission Australia services at street level and then become more aspirational and bigger picture as we ascended higher above the city.
The city forms the word “US” at the final reveal, aligning to overarching Mission Australia’s identity and powerful brand positioning – “Together we stand”.
What our Client Said.
“Feedback upon launch has been fabulous and we are confident that this engaging concept will inspire many Australians to join our journey, creating a positive impact in our society.”
creative direction / art direction
Cricket Australia approached us to create a retargeted social video campaign to promote the upcoming Ashes series to families. They wanted parents to view The Ashes as a family friendly, good value day out. Instead of focussing on cricket, we decided to focus on the fond childhood memories of parents, connecting their experiences and emotions to their aspirations for their children. The result was a 80s themed flashback campaign. This was a fun project with lots of nostalgia and fluro!
creative direction / art direction
On the back of the success of the Independence is Precious campaigns 1 and 2, Mission Australia asked us to bring to life the story of heavily pregnant mum Kayla who was homeless and living in a garage with her 6 year old daughter. The campaign came to life through a TVC, social video, social retargeting advertising, digital display advertising and out of home advertising. The campaign resulted in an uplift of online donations of over 300%.
creative direction / art direction
Video plays an important role in Content Marketing. It is a powerful tool to engage with audiences and to achieve business objectives. This showreel showcases a selection of video projects I was responsible for as Creative Director at Isentia Strategy and Content.
creative direction
Levity Coaching is a start-up training and facilitation business. I was approached to design their core identity to reflect their positive and casual approach to training yet still appeal to corporate HR. The result is a simple no fuss identity using warm positive colour palette.
art direction / design
First Data approached us to refresh their Cashcard ATM brand for the Australian market without losing their established heritage. The previous brand used in the US was not only outdated but did not reflect the Australian culture. The result was a laid back and casual approach to a financial brand making it relatable to it's audience.
art direction / design
I was asked by The Acting Experience to brand their latest Youth Theatre Ensemble production of The Crucible by Arthur Miller. The project included the identity, programme design and advertising.
creative / art direction / design / photo manipulation
We were approached by First Data to create an endorsement brand for their ATM network that financial institutions could use to promote fee free transactions. The tone of the copy is informal and just a little cheeky.
art direction / design / copy
Domestic Violence and Child Poverty Campaign
Following the success of two award winning #NoticeUS campaigns, Mission Australia asked me to once again help them raise awareness of domestic violence and child poverty in Australia, and in turn increase donations. This campaign carried quite a responsibility as 1 in 6 children in Australia live in poverty and 1 Australian woman is killed every week by her current or ex-partner.
Mission Australia take a long term approach to these issues. Rather than giving short term hand outs, they invest in long term strategies to help Australians in need to stand on their own two feet. This unique philosophy of Mission Australia inspired the campaign theme "Independence is Precious". This proposition not only differentiates Mission Australia from other charities but gives supporters a face to empathise with.
creative direction / art direction / copy / design / photo manipulation
The Acting Experience is a drama school for primary and high school students. Their approach to youth drama is unique in the marketplace, offering smaller class sizes and longer class times.
The Acting Experience required a brand identity to reflect this. The design brief therefore was to position The Acting Experience as the drama school of choice for youth who want to take drama seriously. The result was to combine theatrical styling with a gritty urban edge. The new brand identity was rolled out across collateral, signage and video.
creative / design / art direction / video concepting
Video production by Content Kitchen
Isentia is Asia Pacific's largest media monitoring company. The business has grown over the last decade through a series of strategic acquisitions throughout Asia and the Pacific. During the process there became a lot of brand confusion between Isentia and the newly acquired businesses.
I was approached to modernise Isentia's corporate brand and develop an identity structure that would bring unity to it's suite of brands and leverage off the equity between the brands.
strategy / creative / design / documentation
I was asked by The Acting Experience to brand their latest Youth Theatre Ensemble production of Blackrock by Nick Enright. The project included the identity, programme design and advertising.
creative / art direction / design
After the success of the #NoticeUs Campaign 1 Mission Australia approached Two Social to create another campaign to raise awareness about the the hidden homelessness experienced by over 62,000 families with children under the age of 12.
Many of these families have to sleep in their vehicles or find interim solutions, like couch surfing provided by friends and family, or other temporary solutions like boarding homes.
In order to understand and capture first hand what these families experience we devised a social experience. We had a young family with two children volunteer to live out of their vehicle for a week as they continued with their daily routines while they lived off a strict budget.
Although the experience started with excitement from the children and slight apprehension from the parents the ensuing days brought with it emotional and physical deterioration, whereby lack of sleep, cramped conditions, use of public facilities, and limited access to everyday items triggered touch points felt by each member of the family. These were captured on film through interviews and additional filmed recordings from the parents.
What arose from the experience was the overwhelming feeling of helplessness at not being able to provide for their children, the severe impact it would have on the family nucleus, and the inevitable sense of defeat a parent could feel as they try to secure a job and home for their family.
The resultant videos were shared across Facebook and a mini-series created for Mission Australia's #Notice Us landing page.
creative / design / art direction / copy
With the relaunch of the Isentia corporate identity, they wanted to look at how they were perceived by their employees and more importantly future candidates. The cornerstone of Isentia’s culture is knowledge, it’s at the heart of everything Isentia does. I was consequently asked to look at their Employee Value Proposition.
I wanted to retain “knowledge” at the heart of the communications but highlight the personal benefit of “growth”. The result was the following value proposition:
–
[KNOWLEDGE] GROWS HERE
The foundation of our business is about [KNOWLEDGE] that we help our clients access no matter what information or advice they need. And the key to working at Isentia is knowing that we are always growing and improving.
Your [EXPERIENCE] GROWS HERE, whatever shape that takes for you as an individual. You will be able to GROW [SKILLS] HERE through our training programs, GROW [YOUR MATES] HERE by working with great people, GROW [YOUR WELL BEING] HERE with our health and wellbeing program, and [OPPORTUNITY] GROWS HERE ensuring that your career takes shape the way you want it to.
–
I wanted the creative to reflect the young, digital and global nature of the company so Flickr was chosen as the primary source of creative imagery along with the stories of the photographers featured. This also supported the emergence of a Flickr community within Isentia’s employees.
creative / art direction / copy / design
Mission Australia has been helping people to regain their independence for over 155 years. The organisation sought to challenge the perception of what is an 'average homeless person' and bring wider attention to the overwhelming number of Australians who are forced to sleep in cars, shelters, boarding homes and other temporary solutions.
To help Mission Australia's cause, Two Social filmed a social experiment where a homeless 'couch surfer' attempted to sleep in the middle of a busy Sydney shopping centre. Over the course of 7 hours, Two Social captured the public's reaction to the young homeless teen and asked passers-by how they would describe the average homeless person.
The overwhelming response from the interviews was that the average homeless person was one who was older, dirtier, who lived on the streets and often struggled with addiction. The interviewees' perception of what a homeless person is only accounts for 6% of the homeless population in Australia. Two Social explained this to the interviewees' and revealed that 94% of Australia's homeless are in fact the 'Hidden Homeless' and can often be forced into situations similar to the couch surfer's. Captured on film, many of the public were shocked at just how unseen the homeless could be.
Posted across Facebook, Twitter, LinkedIn and Instagram, the videos are poignant yet beautifully emotive, encouraging viewers to watch, share, donate and partake in the #NoticeUs movement to assist Mission Australia in continuing to help more Australian’s take back their independence.
2015 - Summit International Emerging Media Awards for Public Service/Non Profit Video
2015 - Summit International Emerging Media Awards for Social Media Campaign
2015 - W3 Awards: SILVER Award for NFP Branded Content
2015 - W3 Awards: SILVER Award for NFP Online Video
2015 - Davey Awards: GOLD Branded Social Campaign
2015 - Davey Awards: SILVER Use of Video
2015 - Davey Awards: SILVER Video Content
2015 - WOMMY Awards: Cause Award
2015 - BEfest Awards: Best Content Strategy
2015 - AC&E (ADMA) Awards: FINALIST Pinnacle Innovation Award
creative / design / art direction / copy
We were asked by Skilled Recruitment to create a brand video that demonstrates the diverse industries that Skilled operates in.
I came up with the concept of creating a music video that was made from the sounds of the equipment that Skilled employees would use. We recorded these sounds over 3 days in both a recording studio and an open cut coal mine. These sounds were mixed with a guitar rift to create the "Sounds of Skilled".
creative / art direction / editing direction
Daemon Group was a small start up creative agency in Sydney and Prague. Through a series of acquisitions, it became a much larger and serious agency with offices around the world. I was asked to re-design their identity to reflect this new state of affairs.
Daemon Group's visual identity was inspired by Art Deco posters and photography from the 1920s and reinterpreted with a modern urban twist. The photography was commissioned to supplement this theme and to give Daemon Group an international appeal. The visual identity kit aims to support Daemon Group's manta to "Think Courageously".
creative / art direction / design
QBE is one of Australia’s most successful companies but most Australians knew of this workplace. Our first challenge was to attract a variety of employees, at all levels and skills, which may have previously over looked the opportunities of working at QBE.
We developed ‘Australia’s Best Kept Secret’ to highlight that a job or career at QBE can offer rewards as well as stability in the uncertain time of the GFC. The second challenge was to give a fresh and unique look and feel to deliver this message, and to appeal to the multitude of employees required, whilst still maintaining a professional approach to suit the overall brand. I was responsible for the creative concept, design and illustrations of the QBE character.
creative / art direction / design / illustration
I was asked by MindJam (a strategic marketing and advertising agency) to develop an identity to reflect their philosophy of combining the minds of both creative and client to create the magic.
art direction / design
I was asked to create a magazine for Daemon Group as a marketing tool. The result was a biannual magazine titled Think02.
The desire was to encourage thought and inspire action. Each and every day, people make a difference to their lives, other people’s lives or their organisation’s success by questioning the status quo, by taking a chance, but most of all by thinking and acting courageously.
In each issue of Think02 we explored what motivated and inspired us as individuals, as a group and how we harnessed this in the work we did for our clients.
I was responsible for the design, art and creative direction of the entire magazine. I also took responsibility for the editing ensuring a consistent editorial approach to each article.
creative direction / art direction / design / editing
When Konica Minolta released the Bizhub C6000, it wanted to aim it at small digital print companies. The idea was that the C6000 Production Printer could give small digital print companies the opportunitiy to compete with the giants of the industry at a low entry point.
I was asked to develop a creative campaign that highlighted the potential of the Bizhub C6000, resulting in the "Compete with the Big End of Town" campaign. The imagery depict C6000 printers forming city skylines highlighting the ability to match it with the big boys.
creative / design / art direction / copy / photo manipulation
Outside of the design and creative world, I’m also an award winning illustrator and cartoonist.
I’ve have been illustrating and cartooning professionally for over 25 years primarily for the advertising and publishing industries and Government. My skills include illustration (vector and pixel based), caricatures, mascots, graphic novels and comic strips. This is a small selection of my work.
illustration / cartooning / copy
The Northern Territory National Emergency Response was announced by the Australian Government in August 2007. One of the objectives of the "intervention" was to improve the health standards and life expectancy for Indigenous Australians living in Australia's Northern Territory, where life expectancy is up to 20 years less than the rest of Australia.
Aspen Medical was appointed by the Australia Government to supply short term medical infrastructure to remote Indigenous communities. The organisation Remote Area Health Corps (RAHC) was created. We were appointed by RAHC to develop communications that engaged and attracted health professionals from Australia's capital centres to commit to short term appointments to remote indigenous communities in the Northern Territory. In addition to attracting health professionals, the communications had to also relate to existing Indigenous health organisations and communities.
The challenge was how do you create a suite of communication that attracted urban based health professionals while remaining sensitive to the Australian Indigenous culture? The answer was research, lots and lots of research. In addition to researching the meaning of icons, patterns and regional styles from distinctive Indigenous artworks, our team underwent an intense Indigenous training program before visiting the remote Indigenous community of Ampilatwatja.
The visit to Ampilatwatja resulted in an awakening of the senses as we gained a rare insight into the dynamics of an Indigenous community and experienced the beauty of Australia's unique "Red Centre". The biggest surprise was how soft and diverse the Australian outback was. The natural colour palette extended beyond the red and gold ochres that you would expect and the light had a magic all of it's own.
The combination of extensive research and hands on experience resulted in a suite of collateral that not only reflects the natural beauty of the Australian outback but captures the vibrancy of a rare and unique culture without the stereotypical cliches of exploited Indigenous themed graphics.
This campaign resulted in RAHC filling over 700 short-term health professional placements in remote Indigenous communities across the Northern Territory, contributing to over 2500 weeks of primary health care service being undertaken, equating to more than 50 full time health professionals working a year each.
creative / art direction / design / copy
Photography © Steve Strike Photography
Two Social were asked by Brandtology (Asia's largest Online Business Intelligence Company) to help promote their Maybelline case study to marketing managers of large international businesses.
The result was a cutting edge LinkedIn campaign. Long form articles were used to entice targeted professionals to visit a microsite where they could enter their details to download the exclusive Maybelline case study. This gave Brandtology warm contacts to begin conversations about their services. I was responsible for the creative and art direction of the campaign.
creative direction / art direction / design
Toyo Tires had a magazine advertising deadline looming with no creative to run.
With no defined brief or direction, I was asked to create a series of brand ads to promote their off-road and performance tyres. The artwork was due to the publishers within 4 hours. The result was the Tread New Ground campaign. I was responsible for the creative concept, copy writing, art direction, design and photo manipulation.
creative / art direction / copy / photo manipulation
I was approached to create a prospectus for the Australian Paralympic Committee. The aim was to attract funding and use the power of business networking to help build a community through the unique opportunity to join 'Clube do ouro' which translates to 'Gold club'.
The prospectus and signature 'Clube do ouro’ business cards were only handed out to a select group of business leaders who had excelled in their chosen professions. While the design of the prospectus kept to what you’d traditional expect, the graphs and copy within played on the performance parallels that could be drawn between the athletes and those who reach the ‘top’ in their careers – both striving to achieve greatness.
creative direction / art direction
