I like ads, so I went to AWARD School to think about nothing but ads for 12 weeks straight.

I was lucky enough to finish with a few briefs on The Wall and even had my radio spot selected to be made into a real ad.

Special thanks to my kind, talent tutors: Kale McRedmond, James Southey, Jacob Redding and Oli Nicholson.

OUR HAIR ISN'T HUNGRY. PEOPLE ARE.

In the Global North, we cleanse, condition and style our hair using products packed with nutrients from food. Apple, But why does our hair have access to food, when millions of people don’t?

Harnessing one of the last bastions of uninterrupted brain space – shower time – we served everyday Aussies some genuine food for thought with ONLY SHAMPOO: a product designed to spark conversation and wash away apathy.

I’ve been busying myself with some old Young Glory briefs until the 2024 program is launched.

Various copy and concept projects for Modibodi, all with a focus on capturing the brand’s key message: leak-proof protection.

Barack Obama and cheesecake. What a man! What a cake!

I lead the social content and PR charge for Sara Lee's Lookalikes campaign, resulting in unprecedented coverage and viewership for the brand. I then replicated the same results for David Brent when he came knocking a week later.

Roles: content creative, video direction/writing, copy, publicity.

Personal essays, articles, brand pieces and the like.

Frank Bod is a coffee scrub that looks like dirt. But ‘Frank’ the brand is a dirty talker, with a unique tone of voice that personifies the product.

As one of the biggest Aussie beauty brands out there, I felt pretty chuffed to help lead the copy, content and creative charge at Frank for 2 years, overseeing ideas, words and campaign creative across the board.

Here’s some of the BAU brand work I wrote write and directed.

When Frank Body created 3 fuss-free products, we decided to create a campaign that did the same.

The antithesis to traditional skincare advertising, The Antis Campaign was a rejection of everything we’re usually sold about beauty, (like slow-mo shots of women throwing water on their faces) and a messy embrace of the real people behind the products. It was also the first time in the brand’s history where Frank’s customers were spoke for the brand, rather than ‘Frank’ himself.

Alongside leading the copy, creative and content execution for the campaign, I also came up with the The Anti-Casting: a competition that saw Frank cast a customer in their next campaign based entirely on what they had to say about beauty, not what they looked like.

Roles: Concept, copywriting, scriptwriting, direction.

My words! On things!

When The Butterfly Foundation — Australia’s only eating disorder (ED) support service — lost all government funding, potential donors didn’t seem to understand why ED care was so important, so we stepped in.

Because we don't talk about eating disorders, we let the disorder speak for itself through Iridescent: a world-first VR film that places the user in the headspace of someone with an ED.

Thoughts and feelings of those with a lived experience formed an internal-dialogue of intrusive thoughts that quickly escalate and engulf the viewer to the point of discomfort.

Being a pro-bono initiative, I did all the things from concept development to script writing, film production and publicity.

The film is currently used by The Butterfly Foundation for education and donation purposes.