Jan 2025 - Current
(12 month contract)

The Event Space is an independent creative events agency. In my role as Senior Creative Manager (12-month contract), I’ve been leading creative concept development across brand and retail events and experiences for clients including Lululemon, HOKA, Crown Melbourne, South Eveleigh, World Square, Vicinity Centres, MIRVAC, GPT Group and Macquarie Centre.

May 2023 - Nov 2023

Clients: Pernod Ricard | Tourism New Zealand

I led the creative direction for brand campaigns for Pernod Ricard and Tourism New Zealand, collaborating closely with Eleven PR to ensure impactful results.

Highlights:

• Crafted Tourism New Zealand’s ‘New Ski-Land’ campaign, targeting winter-phobe Australians with a creative and PR initiative.

• Creatively orchestrated the international brand launch campaign for Pernod Ricard's ‘Greasy Fingers’ burger wine and developed the global brand playbook.

Jan 2022 - May 2023

Clients: Domino’s ANZ | CFS

As a founding creative team member at It’s Friday, I played a pivotal role in shaping our creative partnerships with Domino’s and CFS. Working closely within a small team, I contributed to all agency campaigns.

Domino’s:

• Created over 10 successful campaigns, including the viral Burger Pizza, Impossible Pizza, and Flex Deals launches.

• Collaborated with Domino’s head chef, the marketing team, and top global food film directors to create unique ways of capturing the ongoing stream of menu innovations.

• Led the first brand refresh in over a decade, defining a new visual identity.

CFS:

• Directed creative ideation and production for the CFS Edge launch campaign.

• Developed the 'Unleash your Second Half' campaign, shortlisted at AWARD for Creative Strategy.

Creative Lead: Jan 2020 - Dec 2021
Art Director: Aug 2018 - Jan 2020

Clients: Hotels.com APAC | FWD APAC | Lindt | HAGAR International | Carlyle & Co. | Pink Boots Society | Gay Games 2023 | Jardines | Mannings | Hong Kong Science Park | New World Development

Leadership & Culture

• Featured as one of Branding in Asia's One Under 30 via nomination of the agency.

• Selected as an agency 'Game Changer' to boost workplace satisfaction by addressing key employee concerns in collaboration with management.

• Promoted to Creative Lead where I was routinely responsible for leading creative teams on briefs.

• Played a pivotal role for Hotels.com - one of the agencies biggest clients.

Hotels.com

• Conceptualised and developed a number of campaigns including the Japanese ‘Bleisure’ campaign and the regional 2020/2021 ‘Go Do Your Thing’ campaign.

• Oversaw the creative process by continuously collaborating with a diverse team of regional vendors, including film directors, production companies, editors, retouchers, and designers.

• Prepared and delivered weekly creative presentations for the Hotels.com marketing team, ensuring continuous alignment of campaign milestones.

More campaign highlights:

• Hagar International: Crafted the award-winning Reality Check anti-slavery campaign.

• FWD Insurance: Conceptualised and launched the Heroes campaign across 12 markets.

• Lindt: Led the creative for the first-ever APAC regional campaign

• Carlyle & Co: Defined the brand's visual identity and devised the creative strategy and content for launch.

• Pink Boots Society: Created the buzz-worthy Bloody Women campaign, bringing awareness to violence against women in Hong Kong.

• Gay Games 2023: Developed a dynamic campaign to generate local and international interest for the event.

Nov 2016 - May 2018

Sep 2015 - Apr 2018

Working for various fashion retouching studios in London including Heampstead May, Output, Studio RM, Studio Private.

Design for small business branding.

May 2013 - Jul 2014