Work

Five pieces I’m proud of. An election win, a penguin with lasers and plenty in between. Very different briefs, same result: they all delivered.

LABOR

After years of Liberal control in NSW, people had tuned out. The political noise was deafening, the usual attack ads predictable.

This campaign chose honesty and optimism over anger. We showed real people, real issues and a belief that change can come from hope, not hostility. The tone was calm, human and grounded.

It gave voters something they hadn’t felt in a while, trust. And when the results came in, it proved that a positive story can still beat a negative one.

A woman in a pink suit is holding a black umbrella and a pink pamphlet. She is standing next to a political campaign poster of herself, which shows her smiling and is labeled "PRUE CAR LABOR FOR LONDONDERRY / A FRESH START."
A man in a business suit pointing at a large advertisement on a bus, featuring a smiling man in a suit and tie with text about buses powered by Nexport, built in Western Sydney.

DOMINOS

People are creatures of habit. They know their Domino’s order before they even open the app. The challenge was getting them to try new things like doughnuts and stuffed crusts.

Cue a serios of of ideas that tempted them not just visually, but emotionally.
Work that focussed less on the food and more on the fun. Ideas that broke routine and reminded people why Domino’s is still the master of fresh thinking.

It wasn’t about discounts or gimmicks. It was about reminding loyal fans that even their favourite can surprise them.

And they surprised us, the cheese and bacon stuffed crust became the best selling crust addition in the country!

Facebook post from Domino's Pizza UK promoting a game themed after stuffed crust pizza with cartoon birds on a mobile phone screen, with two real birds in the background.

INDUSTRY SUPERFUNDS

Everyone’s seen the Industry Super symbol, but not everyone knows why it matters.
We needed to remind Australians that the symbol stands for something bigger than a fund, it’s collective power.

The campaign spoke to people of all ages, showing how being part of an industry fund connects you to millions of others building a better future together.

It refreshed a trusted brand and made super feel less like paperwork and more like belonging.
Strength in numbers, told simply. So it’s no wonder the funds grew by nearly a million people in 12 months.

A young woman with light skin and blonde hair, wearing a red crop top, ripped jeans, and white sneakers, standing against a green brick wall with graffiti art in an urban setting.
Two elderly women standing outdoors, one on each side of a large hanging newspaper headline that asks, 'Will your money go further in retirement?'
A young man standing outside in front of a white picket fence, smiling and holding a phone, with a house and trees in the background, and a logo in the top right corner.

RESPECT VICTORIA

In a culture where too many male role models live in the alpha-male universe, young men are often told what not to be instead of shown what they can be.

We took a different path. Rather than punching down or piling on blame, the campaign shared honest, peer-to-peer stories of respect. Real men backing each other, calling out bad behaviour, acknowledging they’re always learning, and modelling what equality looks like in everyday life.

It was about showing strength without aggression and influence without ego. The kind of positive role modelling that actually sticks.

Person holding a smartphone displaying a Facebook post with a photo of a man and a woman sitting on a couch, engaged in conversation.
Person holding a smartphone displaying an Instagram post with two men sitting on a bench, with a blue wall in the background.
Three separate images with quotes about social issues. The first shows two men sitting at a table with plants, with the quote 'Being healthy role models.' The second shows two men talking, with the quote 'It's about understanding where inequality occurs.' The third shows a young man and an older woman sitting on a couch having a conversation, with the quote 'It's not my job. It's our job.' All images feature the Respect Victoria logo and the Victoria government logo.

Zooper dooper

When a classic Aussie brand starts to melt into the background, it’s time to turn the volume back up.

Zooper Dooper had lost some of its spark. The brief was simple: swap boring for fun!

So we ditched the safe nostalgia and went all-in. A cricket partnership with the BBL. A wild vaporwave video with penguins and lasers. A summer anthem that people couldn’t get out of their heads.

It was bright, loud and impossible to ignore. The kind of work that made people smile, sing along and actually crave a frozen tube of sugar water.

It certainly put the fun back into Zooper Dooper sales, increasing them by 50% on the previous summer.

Two children holding pineapples with pineapple faces, with a colorful background and the Zooper Dooper logo.
Two sausage rolls on paper on a table next to a packet of Zooper Dooper flavored snack and a small container of sauce.