THE IDEA: Bring it home.

BWS is here for the whole season. Cheer your team to victory, while you cheers to winning deals.

Featuring legendary AFL player Daisy Thomas and a bespoke key visual by Ellen Porteus, our campaign included OOH, video, and social media elements, with additional amplification across the AFL app and other media outlets. As a result, CUB products associated with the campaign saw a 14% sales increase during the campaign period.

PROJECT SCOPE:
Ideation strategy
Specialist Illustrator Liaison
Account Management
Creative Direction
Pre production

THE BRIEF: Convince premium wine shoppers aged 35-55 that Cat Amongst The Pigeons makes top-quality wines by positioning it as a premium choice endorsed by culinary expert Melissa Leong, their new brand ambassador.

THE IDEA: WHEN YOU KNOW

The intentional mystery of WHEN YOU KNOW invites the audience to delve deeper. With Melissa as their guide, the message urges consumers to be informed, placing them in the company of those who appreciate great wine.

PROJECT SCOPE:

Creative Direction
Project Management
Shoot Pre Production
Design Direction of campaign assets: (digital ads, POS, owned channels OOH, social)

LEGO approached Kiindred to answer a brief about connection with toddlers through their innovative LEGO DUPLO sets.

THE IDEA: THE POWER OF PLAY

Based on the insight that just 10 minutes of play with your toddler, can improve their development and more importantly create a daily, powerful connection with them.

3 x video concepts were conceptualised around 3 hero LEGO DUPLO sets. With storyboards and clever scripting, not to mention paper set design and casting of 3 very unique children and parents, the “power of play” (Little minds BIG ideas, The building Bricks of Life and Anything is possible) concepts were brought to life.

An incredibly successful digital campaign of social assets, digital display and video cut downs of the long form stories were housed on the Kiindred and Lego social and youtube channels plus as digital ads across the Lego network.

SCOPE OF WORK:
Creative Direction across whole campaign
Storyboarding
Shoot Production
Client Liason

Kia launched their new SUV – the Sportage, at the beginning of 2022 and partnered with Kiindred to create a content series that spoke to their audience of millennial parents.

Using our insights as modern parents we centralised the campaign around one integral ritual in every parents day – The coffee run.

THE IDEA: The Coffee Run with Kia.

Kia sent a Sportage, Sorrento and Carnival out to three distinctive parents and the founders of the Kiindred app to test drive and review, talking to how their Kia fit seamlessly into their family life, while talking to the excellent features that work to help simplify life with kids. The content series ran across Kiindred Social channels.

Social carousels, IG stories and polls via Kiindred’s instagram channel also supported the campaign.

PROJECT SCOPE:

Creative Strategy
Creative Direction
Production
Post production direction

After a successful campaign in 2020, Freedom Furniture returned after a new contemporary rebrand, to brief their Autumn/Winter product launch. The brief being bigger and better than before, I was tasked with creating 3 stories to stimulate aesthetic interest in their new large investment pieces; sofas, statement chairs bedding and dining.

THE IDEAS: MODERN SHAPES, IT’S ONLY NATURAL, SOFA’S FOR DAYS

The result? Three distinctive, stylish and trend driven interiors ideas, transformed into stories shared across Real Living (a leather story), Australian House & Garden (a selection of Freedom’s most contemporary pieces) and Inside Out (a nod to the natural interiors trend) across audiences in print, digital and social.

PROJECT SCOPE:
Creative Strategy
Creative Direction
Photo shoot Art Direction
Client liaison
Pre and post production management

With the upcoming launch of the new Freedom 2021 outdoor furniture range, I was tasked to create a chic summer campaign to showcase the contemporary pieces on offer by the trending retailer.

THE IDEA: The Perfect Retreat

With many Australian residents facing more time from home than ever, creating a retreat at home with updated outdoor furniture from Freedom was the perfect concept to appeal to house proud audiences. I crafted and art directed (photographed on location) a series of gatefolds off the covers of real living, Australian House and Garden and Inside Out magazines.

PROJECT SCOPE:
Creative Direction
Photo shoot Art Direction
Creative pre and post production
Product Selection
Client liason

Nespresso’s brief was to promote the versatility of Nespresso Vertuo and the five different types of coffee styles that come from the one machine.

THE IDEA: All coffee great and small.

Impeccably styled and appearing across luxury AB brands, Gourmet Traveller, Elle Australia and Harpers Bazaar, this campaign influenced audiences to choose Nespresso when entertaining guests with different coffee requests.

PROJECT SCOPE:
Creative direction
pre-production
Selection of external producers
Client facing liason across the campaign

I joined the Kiin Agency team when the inception of Lifely began. A very exciting food and lifestyle brand that lives and breathes freshness and sustainable vitality by delivering gourmet, freshly prepared food straight to your door.

I was tasked with bringing the brand to life beyond the logo mark – to connect Lifely to new, hungry, time poor customers. I created a visual language through the creative direction of photography, motion and social creative, packaging and UI design.

Lifely launched in February 2022.

PROJECT SCOPE:

Creative Direction
Overseeing production
Storyboarding
UI Creative direction

lifelystore.com

In partnership with Barbie, marie claire teamed up with Karen Walker and called out to junior creatives to create Barbie’s ‘outfit of dreams’ — an outfit that celebrates creativity, self-expression and personal style.

THE IDEA: Barbie Outfit of Dreams

There were over 400 colourful, creative and cutting-edge entries from junior creatives around the country using the hashtag #BarbieOutfitofDreams via instagram.

The video with Karen Walker revealing the winner was posted by marie claire and Karen Walker herself on instagram.

A 12 page mini mag mini claire was published and inserted into the August Issue of marie claire, featuring the latest Barbies in dream scape paper sets inspired by the concept of “daring to dream”, aligning with what Barbie stands for – dreaming big!

PROJECT SCOPE:
Creative Direction
Pre and Post production Management

FINALIST - MUMBRELLA PUBLISH 2022 AWARDS:
EVENT OR VIRTUAL EVENT OF THE YEAR (H&M AND YOU)

H&M Baby were looking to connect and support new parents in their first year of parenthood. After winning at pitch H&M partnered with Kiindred to create a multi-channel and long term destination.

THE IDEA: H&M & YOU

A central website was created specifically to house specialised content generated for H&M Baby. We supported this bespoke hub with live session webinars, videos, web and social content.

PROJECT SCOPE:

Creative Direction
Pre Production
Post Production

A premium brand, Tanqueray wished to shift its focus to what really matters – true taste and quality, crafting simplicity to perfection. Partnering with Gourmet Traveller, I was tasked to create a visually striking video, encouraging Australians to create show-stopping moments of unmistakeable taste.

THE IDEA: SHOWSTOPPING APERITIFS

Three bespoke cocktails were created for Tanqueray by Tim Philips, an award winning Australian bartender to inspire entertaining at home. Live at the time of the Covid-19 pandemic, the contemporary styling and colours used for the concepts builds on the idea of “showstopping” with drinks on pedestals, designer glassware and objects.

CREATIVE SCOPE:
Creative direction
Pre & post production including storyboarding

Winnings Appliances is Australia's leading supplier of premium kitchen and laundry appliances. The brief was to highlight their latest steam ovens to a foodie audience, while leveraging their expert knowledge of the latest in cooking technology.

Photographed and styled in their showroom, we paired gourmet recipes with a selected appliance that required steaming techniques for an advertorial series featured in Gourmet Traveller.

PROJECT SCOPE:
Creative Direction
Pre and Post Production
Selection of external vendors (Photographer, Stylist and Food Prep)

Freedom was actively re-positioning their brand in 2020 as the go-to destination for contemporary, trend driven pieces for Australian households. Being successful at pitch, I was tasked to concieve a bespoke winter story to inspire at home decorators for the autumn/winter season. A series of print gatefolds and advertorials in Inside Out, House & Garden and Real Living magazines were created to communicate their key winter trends.

THE IDEA: In the Mood.

Our idea was to create cosy, haven-like spaces in your home that you don’t want to leave during the colder months. Considering these pages were printed and in magazines during the Covid 19 pandemic was timely.

PROJECT SCOPE:
Creative developed for pitch
Creative Direction
Photo shoot Art Direction
Client liason
Pre and post production management

2,000000 | DIGITAL IMPRESSIONS
25,897 | VIDEO VIEWS

Saxa wanted to encourage their value conscious consumers to trade up by considering more premium formats, showcasing the range, and being the brand that brings meal inspiration to their everyday lives.

THE IDEA: Small things make a big difference.

I created recipe inspiration for Saxa with a series of three bite-sized videos seeded across social media in addition to a myth-busting infographic that informed and educated consumers about salt and the best uses for different types.

PROJECT SCOPE:
Creative direction
Pre-production and storyboarding
Selection of production team
Post production

Travel Associates delivers unique and interesting travel experiences for their customers.

The brief was to create a cut through print execution that talks to our AB audience, inspiring them to choose Travel Associates for their next overseas adventure.

THE IDEA: Let your taste buds inspire travel

A gatefold paper stunt was created for Gourmet Traveller, photographed to look like one dining table with dishes from across the globe, Spain, Japan, Cuba, Australia and Thailand. Styled with travel keepsakes from each destination and travel tips from TA travel experts, each dish inspires the reader to imagine a journey to that country.

PROJECT SCOPE:
Creative Direction
Collaboration with Editors for recipe selection
Selection of external vendors (photographer,
stylist, food prep)
Pre and Post Production

38,677 | VIDEO VIEWS

Nescafe partnered with Bauer and their exposure to Australia’s Logie Awards with Olympia Valance as a Logie Nominee to lift their brand messaging into the luxury space and attract a new audience.

The former Neighbours star is a regular feature of the best-dressed lists, most recently seen at Australian Fashion Week in a line-up of statement-making, cool-girl outfits.

THE IDEA: Getting Logies Ready

A native video was produced for Nescafe where Harpers Bazaar spent a day with Valance in lead up to this year's awards. We discover where the actress turns to for style inspiration, gain a sneak-peak at her 2019 TV WEEK Logies look and find out what it takes to get Logies-ready.

PROJECT SCOPE:
Creative direction
Pre-production and storyboarding
Selection of production team
Post production

131,365 | TOTAL VIDEO VIEWS

Amgen’s ambition was to start a conversation with individual Australian women who are at high risk of osteoporotic fracture and drive an urgency for them to discuss their risk with their primary care physician, and ideally receive a referral for a bone scan. Re-branding the disease “The BIG O”.

THE IDEA: My “O” Moment

I produced a 60 second video (including 3 social cut downs) featuring veteran journalists Ita Buttrose and Jennifer Byrne, along with three Osteoporosis sufferers who debunked common myths about the disease while sharing their “O” moments with viewers.

A visual story (ceros execution) was also designed for mobile and desktop that took a deep dive into the symptoms of Osteoporosis and information to debunk fears of bone scans.

Included in the campaign was a print stunt in The Australian Women’s Weekly, that drove home the call to action of contacting a GP about a bone scan.

PROJECT SCOPE:
Creative strategy in response to brief
Creative direction
Pre and post production including storyboarding
Selection of production/external team
Management of project budget
Client facing liaison across campaign

Ocean Spray was looking for a partner to help educate and drive awareness about the vitality and health benefits of their Craisins® range while targeting the Christmas and back to work/school periods.

THE IDEA: GET CREATIVE WITH CRAISINS®

A series of bespoke recipes were curated by our famous Australian Women’s Weekly Test Kitchen in tandem with Ocean Spray to target women 30-59 age group with cooking ideas with Craisins. A luxe rolled Turkey at Christmas, giftable gifts of Biscotti, Salad Jars for work and Muesli Cups for lunchboxes.

A suite of videos, print advertorials and digital assets were created to amplify the recipes out to the targeted audience.

PROJECT SCOPE:

Creative Direction

Client liason

Pre and post production management

Lovers of print need look no further than Aqua Blu for their fix. Named one of Harpers Bazaar’s top 20 Australian Swimwear brands, this project was to publicise the launch of their Athletica range in Harpers Bazaar.

PROJECT SCOPE:
Casting
Creative Direction
Pre and Post production

Zip Taps wished to partner with an interior design brand that is synonymous with designer luxury.

Zip with Belle Magazine were the perfect match. Collaborating with Lucy Montgomery, the interior design editor, we created bespoke looks that aligned with the varied finishes of Zip taps. Inspiring the audience with their luxe finishes, aligning them with the latest colours and interiors trends.

PROJECT SCOPE:
Art Direction
Creative collaboration with editors and external vendors
Pre and Post production

Dons Smallgoods “Naturals” range launched around the time that bacon and ham were deemed unhealthy to eat by the World Health Organisation. This range is naturally low in nitrites making it better for you.

Our objective was to steer grocery buyers back to a healthier bacon and ham.

In conjunction with our recipe development and content team, I produced four quick and dynamic content pieces that were seeded across various social networks. Each video packed full of healthier alternatives to classic recipes that included bacon or ham as a hero ingredient.

PROJECT SCOPE:
Creative direction
Pre-production including storyboarding
Assembly external vendors to produce final result ie. food prep, styling, videography and editing
Post Production

Our brief was to put Tasmanian Heritage cheese top of mind when entertaining for casual get-togethers. Convincing our audience that Tasmanian Heritage Cheese is an easy crowd pleaser, just like chips and dips, and helps you savour the moment with family & friends.

THE IDEA: Moments with cheese

Timed with major entertainment events like the NRL Grand Finals and The Logies, these playful native videos were created to plant ideas for readers who entertain at this time.

PROJECT SCOPE:
Creative strategy
Creative direction
Pre and post production
Selection of external vendors i.e. videopgrapher,
stylists and food prep

Nestle Sweetened Condensed Milk & Highlander was seeing penetration declines, with next generation consumers not seeing Sweetened Condensed milk a relevant baking brand. Our brief was to show Nestle Sweetened Condensed Milk lives beyond just your sentimental childhood memories, to find a place back onto the backyard dessert table this Christmas.

THE IDEA: Christmas tastes better with Nestle SCM

Our first ever AUSNZ campaign, 5 hero recipes were developed exclusively for Nestle SCM to inspire cooks to display their showpiece dessert using Sweetened Condensed Milk.

10 recipe videos (with various edits) were created, including digital animated OOH displays to entice shoppers outside major grocery stores. The 5 recipes were also showcased in 10 print advertorials across over 15 magazine titles in Australia and New Zealand.

PROJECT SCOPE:
Management of recipe development
Creative Direction
Pre and post Production
Selection of vendors (Photographer, Videographer, Stylist, Food Prep)