Client: Brisbane Youth Services
Product: Donations
Campaign: Hands
Medium: A1 Posters
Target: 18-50yo educated Brisbane locals
Role: Copywriting, photography & art direction
Executions: 1
Entry for a 2010 brief that encouraged creatives to find new ways verbally and visually to connect the general public with the ignored and displaced youth populating Brisbane’s streets.
Product: Donations
Campaign: Hands
Medium: A1 Posters
Target: 18-50yo educated Brisbane locals
Role: Copywriting, photography & art direction
Executions: 1
Entry for a 2010 brief that encouraged creatives to find new ways verbally and visually to connect the general public with the ignored and displaced youth populating Brisbane’s streets.
Client: Australian Film, Television & Radio School (AFTRS)
Product: Diploma & Short Courses
Campaign: Update, Upgrade & Unleash Your Career
Medium: A6 Postcard
Target: Media professionals seeking updated qualifications.
Role: Copywriting & Art Direction
Executions: 1
An extension of a campaign for enrolment at the Australian Film TV & Radio School. The campaign encouraged potential applicants to Update, Upgrade & Unleash by enrolling in an AFTRS course. The client wanted something distinct but simple, which resulted on this direct but ctachy postcard concept.
Product: Diploma & Short Courses
Campaign: Update, Upgrade & Unleash Your Career
Medium: A6 Postcard
Target: Media professionals seeking updated qualifications.
Role: Copywriting & Art Direction
Executions: 1
An extension of a campaign for enrolment at the Australian Film TV & Radio School. The campaign encouraged potential applicants to Update, Upgrade & Unleash by enrolling in an AFTRS course. The client wanted something distinct but simple, which resulted on this direct but ctachy postcard concept.
Client: Australian Film, Television & Radio School (AFTRS)
Product: Diploma & Short Courses
Campaign: Update, Upgrade & Unleash Your Career
Medium: A3 Poster
Target: Media professionals seeking updated qualifications.
Role: Copywriting & Art Direction
Executions: 1
An extension of a campaign for enrolment at the Australian Film TV & Radio School. The campaign encouraged potential applicants to Update, Upgrade & Unleash by enrolling in an AFTRS course. The poster continues with the basic duality approach of the overall campaign by simply showing the change from drab to fab that can happen once a person's true professional potential is unleashed by an AFTRS course.
Product: Diploma & Short Courses
Campaign: Update, Upgrade & Unleash Your Career
Medium: A3 Poster
Target: Media professionals seeking updated qualifications.
Role: Copywriting & Art Direction
Executions: 1
An extension of a campaign for enrolment at the Australian Film TV & Radio School. The campaign encouraged potential applicants to Update, Upgrade & Unleash by enrolling in an AFTRS course. The poster continues with the basic duality approach of the overall campaign by simply showing the change from drab to fab that can happen once a person's true professional potential is unleashed by an AFTRS course.
Client: Pilot Pens
Product: Pilot Long Life Pens
Campaign: Lifetime
Medium: A4 Print
Target: 25 - 50yo well-educated & well-read writers
Role: Copywriting & Art Direction
Executions: 1
In order to appeal to literary types, the copy and core visual of this ad has focused on the Edgar Alan Poe classic, ‘The Raven’. This helps put a bold tone into an ad about the long life nature of what is essentially nothing more than a writing implement. As an added extension of the concept, the visual has been made to look as if it has been done entirely in pen.
Product: Pilot Long Life Pens
Campaign: Lifetime
Medium: A4 Print
Target: 25 - 50yo well-educated & well-read writers
Role: Copywriting & Art Direction
Executions: 1
In order to appeal to literary types, the copy and core visual of this ad has focused on the Edgar Alan Poe classic, ‘The Raven’. This helps put a bold tone into an ad about the long life nature of what is essentially nothing more than a writing implement. As an added extension of the concept, the visual has been made to look as if it has been done entirely in pen.
Client: ABC Learning Centres
Product: Daycare & Pre-school
Campaign: Potential
Medium: A6 Print
Target: Young parents with new borns & toddlers
Role: Copywriting & Art Direction
Executions: 1
Every parent wants their child to live up to their potential, and they would hope those who watch over their progeny have the same desire. This ad helps playfully put forward the idea that the now defunct ABC Learning centres were the perfect place to start a child’s development.
Product: Daycare & Pre-school
Campaign: Potential
Medium: A6 Print
Target: Young parents with new borns & toddlers
Role: Copywriting & Art Direction
Executions: 1
Every parent wants their child to live up to their potential, and they would hope those who watch over their progeny have the same desire. This ad helps playfully put forward the idea that the now defunct ABC Learning centres were the perfect place to start a child’s development.
Client: ARIA & APRA
Product: Australian Music
Campaign: Live it, feel it, love it.
Medium: A4 Print
Target: 18-30yo avid music lovers who lean more toward broad international content
Role: Copywriting & Art Direction
Executions: 1
Utilising the popular lyrics discussed via Twitter andFacebook, some uniquely engaging executions to reinforce our message. Theseexecutions shall be iconic Australian images (Map, Harbour Bridge, the flagetc) ‘drawn’ with an array of lyrics. They can be read and used to redirect thepublic to the social media channels.
Product: Australian Music
Campaign: Live it, feel it, love it.
Medium: A4 Print
Target: 18-30yo avid music lovers who lean more toward broad international content
Role: Copywriting & Art Direction
Executions: 1
Utilising the popular lyrics discussed via Twitter andFacebook, some uniquely engaging executions to reinforce our message. Theseexecutions shall be iconic Australian images (Map, Harbour Bridge, the flagetc) ‘drawn’ with an array of lyrics. They can be read and used to redirect thepublic to the social media channels.
Client: ARIA & APRA
Product: Australian Music
Campaign: Live it, feel it, love it.
Medium: APN Rail Transit & Bus panels
Target: 18-30yo avid music lovers who lean more toward broad international content
Role: Copywriting & Art Direction
Executions: 2
Typographic displays showing iconic/catchy Aus lyricsborrowed from songs voted for on Twitter suiting to day/weather/news events.This is to show how music can relate to the audience in any context, at anypoint in their life, it helps them understand their world.
Product: Australian Music
Campaign: Live it, feel it, love it.
Medium: APN Rail Transit & Bus panels
Target: 18-30yo avid music lovers who lean more toward broad international content
Role: Copywriting & Art Direction
Executions: 2
Typographic displays showing iconic/catchy Aus lyricsborrowed from songs voted for on Twitter suiting to day/weather/news events.This is to show how music can relate to the audience in any context, at anypoint in their life, it helps them understand their world.
Client: CitiBank
Product: CitiBank Photocard
Campaign: Man of a Million Faces
Medium: TVC
Duration: 30”
Concept: The one photo worth smiling for
Music: Pictures of People Taking Pictures by Jack Johnson
Product: CitiBank Photocard
Campaign: Man of a Million Faces
Medium: TVC
Duration: 30”
Concept: The one photo worth smiling for
Music: Pictures of People Taking Pictures by Jack Johnson
Scenario
A child sits on Santa’s knee, brooding when he should be grinning with delight. His mother can be seen shaking her head as she stands behind the photographer, exasperated by her terminally unhappy child. A few years later, her poses with his date for the school formal – a gorgeous specimen, a real dream girl that any guy would be over the moon to have on his arm. Again, he can barely crack a smile as his and her parents snap away. Fast-forward another few years, his first child is born. This is a momentous day for anyone, a day that would fill a father with absolute joy but still his face stays blank, his demeanour grim rather than grand as someone snaps him holding the beautiful child. What if anything could get a rise out of this down and out man with a perpetual pout? Strangely, he is seen straightening himself up in front of a white portrait backdrop, primping and preening like never before. When he’s done he looks right at the camera before him and smiles genuinely for the first time. It is a real smile, something natural, as if he’s been able to do so since the day he was born. What is this photo? CitiBank Photocard. The commercial ends with the screen fading to black, showing the words “Smile knowing tour money has never been safer” and a voiceover states that, with CitiBank Photocard your money is truly YOUR money.
