Paid Performance Media
Concepted and art directed a suite of Meta Reels, Stories, In-feed placements, and YouTube assets for a product-focused campaign for ANZ x Velocity partnership. The creative direction was informed by insights from previous performance data, which highlighted strong engagement with short-form video and bold visual hooks. Designed with platform-specific safe zones to ensure optimal layout and visual impact. Collaborated closely with legal to craft punchy, compliant copy that balanced brand voice with regulatory requirements.
Campaign achieved strong results, including:
3.2M+ impressions across Meta and YouTube
1.8% CTR on Meta Reels (benchmark: 1.2%)
28% lift in product page visits
12% increase in conversion rate compared to previous paid social campaigns
Strategy | Ideation | Creative Direction
ANZ Internal agency showreel
The showreel was ideated and directed by me, highlighting both the breadth of our work and my creative leadership. It showcases a selection of projects I’ve led at ANZ, spanning performance and organic social media, out-of-home (OOH), and integrated campaigns. Each piece reflects strategic thinking, creative execution, and measurable impact across channels. In my role, I oversee all projects moving through our agency, from initial research and concept development through to final implementation.
Ideation | Creative Direction | Mutli-channel roll out
Everyone’s in ANZ’s Circle
CraftCampaign supported the launch of ANZ’s new rewards program, ANZ Circle. While Leo Burnett led the TVC production, our focus was on delivering a seamless multi-channel rollout. To maximize the value of the shoot day, we proposed capturing additional stills with the on-set talent. These assets enabled us to create a cohesive and engaging creative concept across digital, social, and OOH channels.
Ideation | Creative Direction | Photoshoot Art Direction | Mutli-channel roll out
I contributed to redefining Pact Group’s brand narrative as it transitioned to a leadership position in the circular economy. My role involved shaping the creative strategy that unified a diverse portfolio of acquired companies under three clear divisions, Pact Packaging, Pact Reuse, and Pact Recycling. This restructure not only clarified the brand architecture but also strengthened market positioning, enabling consistent storytelling across all channels. The outcome was a cohesive identity that supported Pact’s vision and drove stronger engagement with both B2B and consumer audiences.
Brand positioning & Identity | Launch campaign | Art Direction
I helped shape the brand identity for The Greet Boat, a consultancy dedicated to optimizing business efficiency and productivity. My role involved translating their strategic vision into a compelling design system that clearly communicated their five core pillars: Process, Space, Place, Performance, Integration, and Culture. By creating a visual language that balanced clarity with sophistication, I ensured the brand could articulate its value proposition effectively across digital and print touchpoints, strengthening credibility and engagement with target audiences.
Brand Identity | Pattern & Logo Animation | Website | Digital advertising | Social Media | Promotional merchandise
‘A world of new energy’
I led the creative development for EDL’s brand refresh, ensuring the new identity reflected the company’s global scale and future-focused vision as a leader in sustainable energy. My role involved translating strategic objectives into a bold visual system inspired by the sun, one of the world’s most powerful natural energy sources. The new logo, composed of intersecting circles with radiating energy rays, was designed for dynamic animation, creating a flexible identity that works seamlessly across digital and physical environments. This refresh elevated EDL’s brand presence, reinforcing its commitment to innovation and sustainability.
Brand Positioning | Identity | UI Design | Digital and Print Assets | Motion Design | Art Direction of Brand Video
I developed a campaign for Skin Only Clinic that tapped into a key brand truth: people often avoid confronting skin issues. My role was to position the clinic as the brand that sees what others don’t, one willing to go deeper. I translated this insight into a visually disruptive concept that broke away from clinical norms, ensuring the creative stood out in a crowded category. The result was a bold, distinctive campaign that elevated brand awareness and reinforced Skin Only Clinic’s expertise and point of difference.
Campaign strategy | Ideation | Art Direction | Digital and print collateral
I led the creative direction for Assembled Media’s brand refresh, transforming their identity to reflect a more dynamic, vibrant, and competitive positioning in the media planning and buying space. My role involved developing a bold visual language and design system that conveyed energy and confidence, ensuring the brand stood out in a crowded market. The result was a distinctive, future-ready identity that reinforced Assembled Media’s reputation as an agile and innovative agency.
Brand Identity | Logo Animation | UI Design, UX Direction | Print and Digital Assets
I played a key role in rebranding the Australian Road Research Board (ARRB) to align with its renewed vision and mission of improving lives for members, communities, and future generations. My contribution involved developing a modern, future-focused identity that balanced authority with approachability, ensuring the brand reflected ARRB’s position as an independent leader in transport research and advisory. The result was a cohesive visual system that strengthened brand recognition and supported ARRB’s strategic objectives across digital and print platforms.
Brand Identity | Print Collateral | Digital Assets
I developed a brand identity for Mocha Master Roasters, a family-owned business dedicated to preserving the authentic European coffee experience. The brief called for a heritage-inspired design with a modern edge, and I delivered a visual system that balanced tradition with contemporary appeal. By combining classic typography, rich colour palettes, and refined detailing, the identity reinforced the brand’s artisanal roots while positioning it competitively in today’s specialty coffee market.
Brand Identity | Packaging Design | Digital Assets & Content