Hello, have a look at some of my recent work         ︎︎︎︎︎︎︎︎︎

Simon had enjoyed many slothful years as the beloved yet inexplicable face of LifeDirect. But he had lost relevance and the brave client said it was time to move the brand on. So, we threw him off a cliff and put his insurance payout up for grabs.

In doing so, we turned his tragic loss into a message about the importance of making sure you’ve taken care of your loved ones with life insurance.

The campaign was fully integrated across TV, web, social, print, outdoor and digital.

After the tragic passing of longtime mascot Simon, LifeDirect needed a new approach and brand direction that would resonate with a younger, uninsured audience.

The ‘Unexpected Happens’ rebrand included TV, online videos, digital banners, eDMs and a new website.

Casual homophobia is still a problem in New Zealand and is particularly harmful to LGBTIQ youth.

We came up with the 'If It’s Not Gay, It’s Not Gay’ campaign to help counter this and make New Zealand a more tolerant place for LGBTIQ people to grow up in.

The campaign went viral within days of launch with over 1 million views cropping up in 97 countries. The hero video was even co-opted by the United Nations.

Rhinos Without Borders came to us with a unique problem - unwittingly, tourists who posted their safari selfies on social media were leading poachers directly to endangered Rhinos.

We came up with ‘Wild Rhino Chase’ as a way to combat this problem.

PLEASE NOTE: This project is currently in production - the video is a rough concept demonstration.