2degrees burst onto the New Zealand telco scene in 2009 with a brand mission to fight for fairness within the industry, and in culture. In 2022 they became major sponsors of the first women’s Super Rugby Aupiki tournament.

With the spotlight finally on women’s rugby we saw an opportunity to raise an issue that was ending the careers of one in three young female players: That inequality in rugby starts when mixed teams are forced to separate at 12 years old.

The campaign introduced New Zealand to real 12 year old players who had no choice but to retire from rugby because of lack of funding, lack of interest from clubs or schools, and societal pressures boys don’t face.

Our approach was to treat the girls like living legends announcing their retirement in a series of heroic and powerful black and white portraits.

When the New Zealand media started reporting on ‘Flymageddon’ back in the summer of 2022, we knew we had to prevent the poisoning, splatting and whacking of millions of innocent flies.

So, along with sustainable bug spray provider, YOURS NZ, we launched Poopellant - a ceramic sh*t that repels flies instead of attracting them.

Simply spray a Poopellant with YOURS all natural bug spray and instead of being like flies to shit to your can of lager or leftover cheese, unwanted guests with wings will buzz off (safely).

The Nespresso Creatista is the best of the best when it comes to creative coffee-making at home. To launch it in Australia, we held an event designed to immerse guests into the whimsical world of Latte art.

I was tasked with concepting and executing the entire look and feel for the event; including oversized latte artworks, menus, invitations and goodie bags.

Purina ProCare is Purina’s premium range of pet accessories. The products spent years in research and development before hitting the shelves. As lead designer, I was briefed to create the branding and packaging from scratch. Opting for a clean design system and 100% sustainable materials I wanted ProCare to appear more like a tech brand than a pet brand. What you see here is only the first run of products, with the second, third and fourth run of innovations coming soon.

Art Series Hotel group is a boutique hotel chain that’s famous for doing things that are a bit out there. So when they asked us for an idea to make their latest arty hotel famous, we did the obvious thing and asked everybody to get naked.

A celebration of self-expression, we invited guests to get naked, stand proud and become the muse for limited edition paintings by famous Australian artists.

Each room was fitted with a secure interactive app that allowed guests to drop their robe, take a photo and send it to the artist (privately), as well as to Instagram if they were brave enough (which they were).

As well as reaching over 150 million people around the world, the No Robe artworks were then exhibited on the walls of the Art Series Hotel in Melbourne, and were later sent to the guests who posed in them.

For Reconciliation Week 2017, we partnered with Aboriginal design studio, Balarinji, to gain permission to animate six pieces of Aboriginal art from the National Gallery of Australia’s collection.

River Grass, Pelican & Goanna, Jabiru Place, Sea Turtle, Desert Wind and Goanna Place are six incredible pieces that tell stories from the desert to the coast.

The carefully executed exhibition was a celebration of aboriginal culture, and acknowledged the 50th anniversary of the 1967 referendum which recognised indigenous Australians as citizens, giving them the right to vote.

Launching on May 23, the week-long exhibition illuminated Microsoft’s flagship store on Pitt Street, Sydney.

Sydney’s lockout laws killed the city’s vibrant all-night nightlife. Yet in London, on the other side of the world, the party went on and on and on.

So when Beefeater wanted to launch down under, we turned the clocks to London time and threw a party in the middle of the night (which was actually at 1pm).

We took Beefeater’s distinctly British look and feel and localised it, creating an illustrated parallel universe showing night VS day, London VS Sydney and Big Ben VS the Sydney opera house.

Socialites from all over Australia turned out to party the night away, but were actually tucked up in bed before the sun went down.

The leading cause of stress and anxiety in New Zealand is the nation’s finances. New Zealand’s largest and oldest bank, ANZ, wanted to drive favourability by becoming the bank known for helping Kiwis improve their financial wellbeing.

But in a country where talking about money is still taboo, we had to find a new way to start the conversation. So we disguised finance as topics Kiwis weren’t embarrassed to have - like sex, booze and pizza.

With a whole suite of bespoke products, activations and partnerships, we hijacked conversations everywhere and helped thousands of Kiwis break the ice, making ANZ the #1 bank for financial wellbeing in the country.

Stoneleigh Wild Valley is a unique New Zealand tipple which is fermented using a natural micro-floras. We launched the year’s vintage with a series of posters and digital placements which brought to life the company’s ‘wild fermentation process’.

Back in 2021 I helped launch Inspired Table, a homewares collection that centers around the connections made around the dining room table. We developed a brand that reflected founder Dimi Jay’s personality - a homely country girl with a passion for good vibes and all things food.

Purina TotalCare is Purina’s middle-of-the road range and is available in all leading supermarkets and department stores. Over the years, as more products were added to the range, the design system had failed and cut-through was low. As lead designer, I was challenged with rebranding, repackaging and unifying all of their existing products. The thinking behind the final result was to reflect how pets play: a ball of string being chased, bodies contorting around objects, fun, freedom and a colour system that stood out (and sold out) on the cluttered shelves.

BEYOND by Fridcorp is a high-end Australian development group. I was commissioned to design a suite of garments inspired by Asian patterns and artworks. My pieces were then featured across all the company’s comms from display suites to printed collateral, street hoarding and digital.

BWS wanted a promotion that got people trying different drinks through the summer. 100 Days of Summer gave people 100 great offers, through 100 different designs. And at the end of summer, there were 100 happy, sozzled, Aussies.