I am a writer and creative person who believes in snappy strategic ideas, brought to life beautifully with collaboration and craft. Right now I am Creative Group Head at Tennis Australia, leading a multidisciplinary team that makes the world of tennis more inspiring and accessible to everyone. Previously I have chewed pencils and tweaked decks at Google Brand Studio, R/GA, Media.Monks, AKQA, BBH, B-Reel and TBWA\media arts lab, to name a few. I’ve been fortunate enough to work and live in Melbourne, London, Amsterdam, Berlin, Tokyo, and Shanghai (so far). When I’m not working you’ll usually find me cycling, snowboarding, hiking, or otherwise trying to escape the internet.

That’s me ☝️

And here’s some of my work 👇

Nike – Run Track

Nike: “Our new Nike Free barefoot running shoe lets you feel your run on a whole new level. Help us communicate that to Japan.”

Us: “You can ‘feel your run’ physically. But you can feel it emotionally, too. So here is a new campaign that takes your actual Nike+ run data like pace, weather, and time of day – and turns it into a personalised piece of music.”

This project became Nike Japan’s most successful social campaign to date. I penned the English copy and worked on the concept with the wider team.

Campaign elements: App • Website • Social

PayPal – World’s Fastest Intern

PayPal: “We have invented the world’s fastest money transfer service. It’s called Xoom. Can you help us launch it?”

Us: “The world’s fastest money transfer service. Neat. Here is a campaign that imagines the world’s fastest man has joined your company as an intern – and invented it himself on his very first day.”

This film became PayPal’s best-performing piece of comms.

Campaign elements: Hero film • Teasers & cutdowns • Social posts & GIFs

Universal Studios – Argylle Launch

Universal Studios: “We’ve just made a new spy blockbuster called Argylle. How would you launch it at the Australian Open?”

Us: “The best spies sneak around invisibly, incognito and undercover. We’re going to flip this on its head, sending the hero of your movie undercover among the 1m+ visitors to the Australian Open, and challenging them to find him in a precinct-wide manhunt.

Oh, and if they post a picture of him on social, they win tickets to see the movie”

The launch earned 12.9m viewers, not bad for a brief that took less than week to turn around.

Campaign elements: Guerrilla launch stunt • Social media competition
• OOH/DOOH

OMEN – Esports Report

OMEN by HP: “We make seriously good gaming PCs. But they are losing out to ‘cooler’ competitors in the market.”

Us: “This is all about credibility. We need to establish you as a serious player in the esports world by going where the players already are. So here is the world’s first esports magazine show – think Top Gear, but for esports. Oh, and it’s going to be broadcast live and streamed on Twitch, with each of the six episodes in the series giving viewers the inside scoop on the latest tournaments, industry news, and insight into the strategies the pros employ across the globe.”

Side note: the show incorporated a whole bunch of special mini-features, a couple of which you can view here. For the full list, head over to the OMEN by HP YouTube page.

Campaign elements: Live-broadcast show • Mini documentaries
• Social cutdowns and teasers

Google – Pixel 8 Launch

Google: “We have created a genuinely excellent smartphone. How can we make people consider it over iPhone?”

Us: “We need to make people break up with iPhone. So here is a campaign in which influencers receive Pixel phones along with a succession of ‘Pixel Challenges’ that let them demo its AI-enabled features in quirky spins on everyday scenarios.

In the process we’ll turn them from paid influencers into genuine advocates for Pixel, inspiring their followings to do the same.

The campaign launched Pixel 8 across EMEA in 2024.

Campaign elements: Influencer content • Social assets • PR stunts

Google – Expeditions

Google: “We want to build a resource that will help schoolteachers in Germany teach about sustainability in their classrooms.”

Us: “Research shows that when kids experience things first hand, they remember them better. So here is a VR experience that brings them up close and personal with the awe-inspiring size and scale of an offshore wind farm and lets them learn all about the magic of renewable energy.”

Campaign elements: Launch film • VR Experience • Educational materials

Google – Science Fair

Google: “We want to make a launch film for Google Science Fair, our yearly school science competition – but we’re finding it hard to get young people hyped about science.”

Us: “Research shows that students actually do like science, but not the way it's taught at school. And, sadly, that they basically check out when they encounter failure.

“So here is a launch film that, instead of bowing down to the genius of scientists or their inventions, celebrates the process of having ideas – warts and all. It’s lo-fi, DIY, and imperfect. Just like the scientific process itself.”

Campaign elements: Launch film • Microsite • Social

Google – Future Classrooms

Google: “We are providing educational technology to classrooms across the developing world. How do we get people to care?”

Us: “We know that limited access to technology holds many kids in developing countries back – even compared to more affluent children from the same country. So here is a film about a school in Visakhapatnam, India, where teachers are using Chromebooks and G Suite to level the educational playing field.”

Side note, I co-directed this film (my first time) with its producer, Angelica Riccardi.

Campaign elements: Hero film

Audi – Firsts

Audi: “We have an interesting business problem in China. As the first non-Chinese auto manufacturer allowed to operate in the country back in 1988, we have become intrinsically associated with the Chinese Communist Party. Not the coolest look for the brand. Can you help us appeal to a younger audience?”

Us: “There’s a new generation of insanely smart, driven, young people in China who are achieving ‘firsts’ and who embody everything you (want to) stand for. How about we let them do the talking instead? Here is a series of films in which a racing driver, a sci-fi author, and a table tennis player tell their stories, describe their ‘firsts’ – and outline a more progressive set of values for Audi.”

Campaign elements: Video content

Google – Our Sustainable Journey

Google: “Our data centres keep the world around you running, from the social media you scroll, to the food delivery apps that bring you pizza. But these aircraft-hanger sized ‘black boxes’ are viewed with suspicion by communities that live near them. How can we show that data centres are the enablers of our everyday lives, and positive contributors to their local communities?”

Us: “The best way to help people understand the benefits of their local data centre is to invite them inside. So here is an interactive experiential activation that uses infinity rooms and other immersive touchpoints to bring people up close with all the amazing tech inside. The narrative will focus on sustainability and the everyday – yet amazing – technology that data centres enable, and it will tour all around Northern Europe.”

The activation kicked off in Finland, and is being localized for audiences in each market – including key policy makers in government.

Campaign elements: Experiential • Video