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…..

Thinking. Writing. Naming.

Writing is thinking. That’s why it’s key to having a well written manifesto to capture the idea, and set the scene for the creative.

There’s a lot that goes into a name. Is it cultural, historical, mythical, metaphysical, or neologistical? Yes, but is it legal?

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.