Following on from the success of the 'Unleash Your Smith' campaign, Apple chose Dick Smith with which to make a partnership TVC in Australia (the sixth only worldwide).

Who’s been spotted where? Who’s been up to what? Who’s been doing who?

Amidst the swelling tide of celebrity gossip and fake news, only Who Magazine tells it as it truly is. If it’s in Who, it must be true.

Dick Smith needed to improve brand perception. The creative worked a treat. The creative accounting however…..

What’s the big idea?

Writing is thinking. That’s why it’s key to having a well-written manifesto to capture the idea. To cast it in its most inspiring light. To build anticipation. To perfectly set the scene for the creative that follows.

What’s in a name?

More than most think. Is it something descriptive or functional? Something historical or geographical? Or perhaps something more emotional or abstract? But no matter how good a name is, it’s what you with it that counts. So there’s a lot to be said for a name. But it’s never going to say it all alone.

There should be an award category for hype reels. Finding the footage to fit the story can be harder than shooting it. Then weaving it all together with some awesome design work is as much a labour of love as a big campaign spot. (And probably more effective too).

From Captain of England to champion for endangered animals. Not your usual career move. But Kevin Pieterson is anything but conventional. Fiercely competitive, outspoken, unapologetic, unafraid of controversy. But that’s nothing compared to what he’s unleashing on poachers and big game hunter.

In Australia, an estimated 9% of wood imports, worth around $400 million, comes from illegal sources. By asking for legally certified timber we can help ensure timber merchants stock only good wood. 

This is a shocking subject that needed to shock in a thoroughly original way. I love this idea. It's definitely one of my best and it came so close...argh!

PROBLEM: Greenpeace wanted to lob an anti-nuclear bomb in the then government's pro-nuclear agenda. But how do you reach post-Cold War generations to convince them nuclear energy is not as clean and green as they’ve been led to think?

SOLUTION: DformD. An extremely edgy fashion label for nuclear victims. Designed to grab the attention of a young brand-savvy, style-conscious, shopper-social audience.

We even made the clothes, like a hoodie with an extra, extra large hood for swollen hydrocephalus heads. The clothes were displayed alongside actual images of sufferers from Chernobyl.

Flagship stores in Sydney and Melbourne would display the clothes with the message in their shop windows and in-store. Launched with gala celebrity openings to get anti-nuclear coverage into the headlines on the society pages and glossies.

This won Silver at AWARD and was named among the five Best of the Best in Creative Magazine. But perhaps the greatest indication of the campaign’s success has been its longevity.

There are lots of global branding constraints in the fcmg category, but I've still managed to have some fun along the way. 

This ad featured in AdNews among the best for this year's mock brief to sell the American Dream in a post-Trump world.

Rey’s Place is the first Filipino fine dining restaurant in Sydney. But that’s only half the story. The sublime, refined, piano-black top half. Then there’s the lusciously lubricated, late-night bottom half.

It’s time to put our differences aside. Time to transition and party. Time to celebrate what it’s all about - love.

One beer. Two brands.

Sapporo Premium Beer has a proud history and reputation for brewing excellence. The historical significance of the brand in Japan is reflected in its tagline, “First Beer of Japan.” Unfortunately, the heritage nature of brand and the tagline were not resonating outside Japan.

So Sapporo came up with a new brand strategy for use outside Japan which dialled down its heritage and instead elevated the concept of East meets West with a new half English, half Japanese tagline, “Legendary Bīru”. R/GA in Tokyo was tasked with developing new design Brand Guidelines, and I was engaged to create a new Tone of Voice that would speak to a more urban, culturally adventurous audience while still maintaining the quality of Sapporo Premium Beer.

The point to life means different things to different people. Whatever it means to you, you’ll discover the answer just outside Queenstown on the shores of Lake Wakitipu at the base of the Remarkables at a place called Jack’s Point.

A high-end residential and golf course development for high-rollers with a low handicap and a handy few million to drop on a plot of paradise.

OneVentures is a leading Australian venture capital firm with over $320 million in funds under management. But more than invest capital, OneVentures invests its expertise and knowhow to actively shape corporate operations for growth and success.

Short, sharp with attitude. The Sunglass Hut tone of voice is the heart of the brand.

Words and images go hand-in-hand. The former leading the latter. Which is rare in fashion where it's too often a case of shoot first, write later