BWS
As Design Lead for BWS, I oversaw concept development and creative direction for integrated campaigns. I mentored a multidisciplinary team (3 direct reports) to create high-quality digital, video, print, and social campaigns. I also managed pitches and collaborated with marketing, e-commerce, merchandise and UX/UI teams to enhance brand and customer experiences.
Key Occasions
Bespoke creative crafted for key retail occasions like Christmas, Mothers Day and Fathers Day were creatively explored and designed with a stretch on the brand guidelines to generate audience cut through.
IDEA: PRESSIE CENTRAL
The concept idea of “Pressie Central” was chosen to harness the brand’s TOV and present as a central gift hub to find a perfect gift for Christmas (for anyone 18+ that is!)
The final creative result of the 2023 Christmas campaign generated fresh interest on bws.com.au for the biggest gifting event in the marketing calendar whilst generating an uplift in sales by 100.5% on the previous year.
PROJECT SCOPE:
Creative team brainstorm facilitation
Creative Direction
Cool Room
The coolest brand activation in the land, BWS “Cool Room” is a pop up live music venue created by BWS to drive community engagement in the brand. Our team supported the promotion of the events with a digital and print campaign for SXSW, Melbourne and Newcastle Events.
PROJECT SCOPE:
Creative Direction
Stakeholder and Client Liason
Creative roll out support
Always On animation for Christmas Key Occasion and BWS ecomm creative below.
Cool Room OOH posters and No Fail Cocktails social evergreen quarterly content below.
No Fail Cocktails
A quarterly evergreen campaign of supplier paid content for BWS Instagram and the BWS Blog “The Drop”. NFC showcases a fun and dynamic series of how-to cocktail videos. With the BWS brand and audience front of mind, cocktails were written, styled by shot in house by our multi talented internal creative team.
PROJECT SCOPE:
Creative Direction
Production support
Art Direction
With the “Refreshingly BWS” rebrand,
e-commerce assets needed to be updated to reflect the new brand guidelines. Our in house team styled and photographed a series of evergreen imagery covering the scope of our product categories to scatter amongst the pages of bws.com.au.
PROJECT SCOPE:
Creative Direction
Production
Styling