Kia ora
I’m a Planner based out of Auckland.
I’ve been at DDB Aotearoa since 2012, with a stint at Boys + Girls Dublin in between.
Over the last decade or so I’ve been lucky enough to work on some of the world’s biggest (and smallest) brands alongside a rotating cast of talented and nice people.
During that time I’ve delivered a raft of Gold effectiveness awards at Effies New Zealand, Effies Ireland, APAC Effies, WARC, and Cannes Lions. I’m yet to metal at the Kinsale Sharks, which I am told is a great night out.
I’ve also been part of teams that have won several brightly coloured pencils, statuettes and gongs at D&AD, Cannes Lions, Spikes, One Show and the Webby awards, whether that was leading the strategy or just helping creatives to post-rationalise the campaign afterwards.
At its best I believe advertising should be a force for good - or at the very least make the viewer exhale through their nose a bit - rather than adding to a mountain of white noise. It’s a confusing time to be alive and our job is not to add to that complexity, but rather help creatives, clients and consumers to navigate it with some degree of confidence.
I’m interested in what makes people tick and try to deliver simple, clever but-not-too-clever and effective strategy that moves people to action, whether that’s to install an app, add Greek yoghurt to their shopping cart, or call that mate they haven’t checked in on lately.
Some of the clients I’ve worked on include Three Mobile, McDonald’s, Samsung, Chelsea FC, Westpac, Lion (Steinlager, Speight’s, Emerson’s, Mac’s), BMW, MINI, Spark (and Telecom), Puhoi Valley, Meadow Fresh, Olivani, Kaló, Sky TV, Cadbury, Energia, Auckland Council, the NZ Herald and Outward Bound.
Referees:
Lucinda Sherborne - Head of Strategy, True NZ - +64 21 555 033
Shane Bradnick - CCO, TBWA NZ - +64 27 229 1591
Work
Part 2 of a study on New Zealand culture and masculinity. Showing the lengths that true mates will go for one another and moving from physical acts to emotional deeds. Also, beer.
What happens when the brand that used to be for the “Crazy Ones” ends up making everyone all the same? Something like this. It’s 1984 all over again.
A B2B campaign that ended up being Three Ireland’s most effective piece of consumer advertising ever - and Boys + Girls’ most effective case study film. Gold at Cannes.
The story of a lusty sentient self-checkout machine who’s spent its life pining for the real thing. “It looks like the world’s worst yoghurt ad is working”: Anon GF staff member.
In a world of noisy gastropub monstrosities, how to show off Emerson’s patience, craft, and reverence for great beer? By creating a touring pub that only lets two people in. Winning a Wood Pencil at D&AD, and Gold at Caples, Spikes and AWARD.
To promote S2 of Fargo on NEON we launched a limited edition knitwear collection of jumpers, mittens and beanies to die for. Winning 3x Pencils at D&AD, Gold at Spikes, and Tumblr (RIP) campaign of the year.
In 2013 the NZ government wanted to test recreational synthetic party drugs on dogs. They didn’t count on the animals striking back, reaching 22m people on $5k and influencing a change in the law.
We thought a milk ad that was shot like a Powerade commercial feat. laconic Kiwi NBA superstar Steven Adams would cut through. We were right.
At the start of Covid we wanted a scared nation to know Three Mobile had their backs. This spot was shot on an iPhone, was fêted by Orlando Wood and is my first ad referenced (positively anyway) in a Church sermon in Donegal.