As the Creative Director for the in-store marketing agency for Woolworths I was able to orchestrate a huge shift in the way that Woolworths represents themselves in-store. Taking a more strategic approach to the creative and producing levels of creative never before seen in a Woolworths store. And the results show, sales during in-store marketing phases went through the roof.

As well as being recognised with a sales increase, multiple project went on to win SHOP! Awards for 2022. Including Woolworths Discovery Garden and the Woolworths Bricks campaigns.

During my time at Blackdog & Woolworths, we were recongised with multiple Shop! & Industry Awards.

I was the Creative Director of the team that created and produced the SXSW activation for Amazon Prime Video in 2023 and 2024, where we brought to life some of Prime Video’s most iconic titles for thousands of members of the public to enjoy.

Complete end-to-end creative control, from the design and visuals, scripts for staff, menu and food concepts, experiential activations, sampling plus more.

Held during SXSW in Sydney harbour, we welcomed over 80,000 visitors and served over 400,000 delicious treats.

GLOBAL SHOP AWARD WINNER GOLD FIELD & IN-STORE PROMOTION

Shop Award Silver for Experiential 2025
Shop Award Bronze Specialty Retail, Lifestyle & Service Providers 2025

James Boag's have been trying to reposition themselves in to the super premium category. Part of that movement was sampling activations within the Qantas 1st class Lounges at airports across Australia. The problem was, how do you get drinkers to try your beer when there is a free bar in the lounge?

By offering more than just a beer.

We give potential new drinkers a Taste Of Tasmania by installing a Virtually Reality experience where they can see the best that Tasmania has to offer, as they taste the best Tasmanian Beer, creating a fully immersive experience. 

Was partly responsible for creating and art directing Coca-Cola’s in-store POS campaigns. Produced and created the POS for the Olympics, the launch of the new Coca-Cola branding and the launch of the new Frozen Coke No Sugar.

The Brief

Support Children’s Panadol Winter media campaign with compelling in-store activity

Our Response

We realised that when kids start playing again, they’re feeling better. But in winter, stuck inside, that can be hard. So we facilitated winter, indoor play through a partnership with Play-doh, giving kids the chance to win Play-doh kits in every store

The Results

Still going…

Trade and sales support was unparalleled for GSK. 

Social views in excess of 300,000 and overwhelmingly positive feedback

Drove sales increase and held market share despite full brand recall

SILVER EFFIE AWARD WINNER

The Brief

I was faced with a daunting challenge. Launch an ultra low alcohol beer into a declining beer market and convince Aussies who don’t like the taste of light beer to give it a try.

The Response

We framed our ultra low 0.9% alcohol credentials as “The 0.2 Advantage” - a quality that allows mates to share a beer for longer and still do what they wanted to - later on or the next morning. 

The Results

Sampled to over 35,000 people Australia wide

Direct visibility to over 200,000 people

Hahn Ultra claimed 76% of Ultra low alcohol beer sales in its first month

More than doubled clients forecast

Positive ROI of 2.17 x spend

The ‘Part of More’ for Rugby AU campaign spearheaded the rebranding of the ARU, to Rugby AU, and delved into the stories of a diverse range of Australians who are connected through the common thread of being part of the Rugby community. The campaign delivered a full suite of content from TVC’s through to individual profile pieces and social teasers. Our aim was to open the game up to all Australians, breaking stereotypes by proving that no matter who you are or what your background is, you can be part of something bigger than just yourself.

Mastercard cardholders have access to a huge range of offers and benefits, but the majority of cardholders don’t know it. The even bigger issue is that most people with Mastercards don’t realise they have them. For this brief we were not only tasked to get people to identify they had a Mastercard, but to redeem offers and redeem them overseas. So we created a campaign that targets holiday-makers from the time they're about to start an adventure. 

The promotion was run as a scratch card where everyone who uses a Mastercard whilst purchasing wins! So for the Art Direction I turn the artwork into a huge scratch card, where the scratched off panel shows the prize you could win. 

OOH included huge scratch cards located around the city of Queenstown where you could win a major prize.

For the Rugby Championship 2018 I was tasked to create a campaign that would spark excitement and create passion for the Wallabies up coming fixtures.

The campaign was roll out across TV, in stadium screen, print, digital and social. 

I was given the privilege of launching Coca-Cola’s first ever alcoholic beverage internationally. Topo Chico is a hard seltzer with a subtle flavour but super refreshing. For this campaign I was responsible for creating the print collateral, digital assets, art direction and copy writing. I was also responsible for creating the launch strategy and applying the right creative at the right times to ensure maximum sales.