RMIT University - Campbell's Soup
The purpose of this campaign was to modernise 'a' brand of your choosing to appeal to modern, younger audiences.
My direction was to bring commerical attention to the relationship the Campbells soups has with the infamous Andy Warhol pop series and remind audiences of its cult iconography.
'HUNGRY TALKS' - RMIT Major Project
In 2019 myself and my creative team created a series of weekly highly engaging 'talks' to run for the first year Advertising students at RMIT.
The program was aimed at de mystifying some of the components of the industry and to inspire the young students to engage with the course in a fun and interactive way.
We brought in industry leaders like Russel Howcroft, Stefanie Digianvincenzo Creative Director at Clemenger & Penny Burke to talk to the students and run weekly 'Quick Briefs' in order to create lines of communication for internships and future employment.
The talks were extremely successful and today still run as a part of the curriculum at RMIT
Wonder White - Cannes Lions Submission
Our Wonder White campaign was focused around marketing an older well know Australian brand to contemporary audiences.
Our research revealed that baked good/bread products is at the top of the list for wasted household items. With over 24 million slices thrown out everyday.
We chose to align the brand with a charity that was helping feed underprivileged children in Australia. The campaign was rolled out with half loaves appearing on shelves before a media release of Wonder White's ambitions.
Wonder White - OOH Billboard
Wonder White - Print ad
RMIT University - VW Assessment
The purpose of this assessment was to showcase your art direction skills by promoting the VW Touareg.
My work aimed to visually demonstrate the range of where the 4wd can conquer. Incorporating my simple copy into the visual demonstration of where the car can conquer.
Ms. Fortune Cookies - #msfortune
In 2015 i started my own business providing bespoke fortune cookies to China Diner, Bondi & China Diner Double Bay. The aim of the business was to create an identifiably modern version of the fortune cookie that generated social media outreach for the business. It was an exercise in finding an inventive non digital product to promote customers engagement with our brand online and garner more outreach for new clientele.
I wanted to utilise the ingenious format of the fortune cookie to communicate with the restaurants clientele, in the process creating a product that was engaging and stimulated table conversation and shares and posts online. By using a modern colloquial dialogue to connect with an equally modern audience the aim was to re define what audiences think of the cookie and deliver a humorous and engaging proverb inside.
Example Proverbs
-In a short time, this will have been a long time ago.
-Autocorrect is ducking useless.
-A bad days fishing, beats a good days working, (Order the fish)
-Avoid facing your problems, if your problems are your face.
-Insert Proverb (write your own fortune)
-Man who runs in front of car gets tyred. Man who runs behind car gets exhausted.
-Good Fortune comes to those who read this message outloud to restaurant.
-You are what you eat, so take a bite.
-Milk was a bad choice.
-Some people are so poor; all they have is money.
-Winter has come.
-Confucius says, you’re confused. Have another cocktail
-You learn from your mistakes… you will learn a lot today
-Man who drops watch in toilet has shitty time.
-Nevergonna give you up, never gonna let you down.
-Haters gonna hate, Potatoes gonna potate.
Durex - D & AD Submission
The aim of this brief was to eliminate the stigma towards women purchasing durex condoms.
We chose to re brand the condoms in collaboration with the well loved makeup brand NARS. By including the two products into one object we hoped to turn the process of buying a condom as an act of female liberation, something that is done in parallel with readying makeup and practising self care.
