This idea came from the insight that teenagers often feel alone and disconnected from each other - even in the digital world that we live in.
I wanted to use something (an object) as a tool to link people together in the real world as well as the digital world.
The ideas was for people to wear one red shoe lace for a week and to record their story/thoughts/ideas on the blog then pass it onto a stranger after time was up.
My role was to concept the idea.
Canesten launched a new nail fungas cream and needed to have some digital support.
I was actually really enthused to work on this project because I like the challenge of taking something that people don't really want to talk about and make it accessible.
The treatment is very detailed and must be done every day for 10-12 weeks so there was a need for a tool to help people treat and remind themselves to do so. This tool was called Happy Feet mobile app.
I worked with UX to develop Happy Feet which featured reminders, step by step videos of how to treat yourself and and tracking functionality that allowed you to take a photo of your nail and store it within the app (so you don't need to worry about the photo ending up in your gallery). You could compare week to week the progression.
The treatment video shown on YouTube, I storyboard and Art Directed. This video was used on the website and in the App.
My role was to concept the idea, design the app and landing pages and to art direct/story board the video.
The NSW Police were wanting to recruit more officers. In the 1990's they created a TVC (see example on right) to recruitment police officers and gave us the brief to do the same for today's audience.
The idea came from the insight that police officers are always on duty and that a days work is never done. Its a role that has a lot of social and personal responsibility.
This led me to see that no matter if the officer are in uniform or not they, there is something deep down inside them that makes them want to make a difference.
By doing so, we humanise the officers, while placing them on a subtle pedestal as the Born Blue – those who step up where others falter.
Then, we reveal the Born Blue as officers in uniform – a powerful ending that shows that the NSW Police are born blue, as well as encouraging those who feel Born Blue to join up.
A way of extending the video was to make it interactive. each character from the video would be a real officer with a story. At different times in the video you could access these officers stories as well as statistics and information about the work they do and the difference they make.
My role concept the idea and storyboard and to design the site.
Choosi health insurance is a comparative health insurance business. Being new to the market they had little brand awareness and needed some digital advertising.
I used the Choosi logo and the dots around the "i" to illustrate the process of comparison - whilst at the same time building brand awareness. The placements and landing page proved highly successful and the client loved the logo animation so much they began using it in their TVC's.
Subaru Australia over the last few years have begun sponsoring more outdoor sports like triathlons.
To play more of a part in events we developed the "Subaru Tracker" mobile app. The app was designed for spectators could follow live the progress of a competitor as they pass through the various stages of the course (swim,bike,run). Competitors also found it useful with event details and final results.
I worked on the concept, UX and design of the app and thoroughly enjoyed being involved in the whole process.
My eye is often caught by the natural, accidental and man made pattern of repetition. But most of all I love when something falls out line.
Lucozade Academy was a website and campaign set up to utilise the sporting professionals that lucozade sponsored.
The Academy prompted user to "challenge" the athletes and also to challenge their mates - taking the campaign into social.
My role was to concept and lead the creative.
The redesign of this site focused on the user experience and brought to the forefront the relevant information that rugby union fans would want to see. At the same time it also presented the ARU as a professional sporting body. My role was to concept and design the website.
Subaru implement a new feature (which I helped create) called Build Your Own Subaru. On the site you could choose colours, interiors and accessories for your vehicle.
They needed some digital display ads to promote this feature.
This placement highlights the online tools capabilities combined with a emotive idea of "bringing to life your Subaru".
My role was concept and art direction of the design and build.
This is a project I have just started. It was inspired by a TED talk speaker who began recording 1 minute of every day that meant something. I thought I would do the same. But I wanted to record only 30 seconds and start it when I was 30. Each month I will compile the videos and at the end of the year do the same.
I don't know what it will mean and the format may get refined along the way but here goes.
Lucozade wanted to involve people with the brand via three outdoor activities; mountain bike riding, kayaking and rock climbing.
The solution was to develop a website or hub called ESCAPE where people could go to get inspired and engaged in these activities.
Drive to the site was ascertained through viral campaigns of large-scale events, mobile apps and games, on product promotion, display advertising and interactive digital eyelights.
When Qantas began offering daily flights directly to New York, this campaign was the perfect opportunity to play with two well-known icons, the Qantas Kangaroo and I love NY.
My role I concepted (with copywriter), designed and built this banner.
Repco Rally Australia is the tenth round of the FIA World Rally Championship and for the first time ever the event was going to be held in New South Wales (NSW). Tourism NSW saw this as a great opportunity to promote the area and briefed us to create an online campaign that would intrigue rally spectators and drive them to the Repco website. As the market is predominately male and have a high uptake of online games, a concept that challenged their driving skills was deemed appropriate. The user was challenged to do a handbrake turn like the pros. After their attempt they could watch highlights in the TVC. I worked with a copywriter to concept this work and then art directed the design and build.