As the official Worldwide Partner of Rugby World Cup 2015, Land Rover wanted to help rugby fans here in Australia get into the spirit of the game. Recognising the fact that die-hard fans will be viewing the Northern Hemisphere matches late in the evening and into the early hours of the morning, we came up with the idea to release a limited number of personalised Land Rover Rugby pyjamas so that fans can enjoy the games with a touch of unexpected luxury.
The campaign, which has centred on social media was launched by Land Rover Australia ambassadors posting photos of themselves in their personalised #FirstClassRugby pyjamas across their social media channels.
Client: Land Rover
Agency: SPARK44
Role: Concept and copy
Land Rover is built for adventure, and that shouldn't stop when the weather turns cold. To promote Land Rover throughout the winter season, we came up with the idea of a travelling sauna - to be towed to any destination where an adventurer might need a bit of warming up.
landrover.com.au/experiences/lr-adventure-sauna
Client: Land Rover
Agency: SPARK44
Role: Strategy, concept and copy
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During my time at Superloop I worked closely with the platform/UX team to produce website copy for residential and business, across both the Superloop and Exetel brands, ensuring a consistent tone of voice across all touchpoints for each brand. This included FAQ copy, T&Cs, SEO optimisation and meta data for every single page.
Client: Superloop
Agency: In-house
Role: Senior Copywriter
As part of Jamie Oliver's ambassadorship with Woolworths, I was tasked with creating a series of videos for both Facebook and pre-roll to showcase Jamie's favourite healthy swaps.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept and copy
This brand campaign involved a series of print ads that were copy focused. Using real facts, we told the story of Australian brewing pioneer and legend James Squire.
Client: Nathan Lion
Agency: Host
Role: Copywriter
ING DIRECT teamed up with THE ICONIC to offer a $250 Gift Card to new customers when they switched to an Orange Everyday bank account. I worked on this campaign from start to finish, developing a look and feel that stayed true to both brands through a shoot that I concepted and art directed. I also wrote and art directed a series of DMs, eDMs and landing pages, as well as creative for social channels.
Client: ING DIRECT
Agency: Soap Creative
Role: Art Director and Copywriter
This project involved writing copy for all app screens within the new Superloop app. Off the back of launching this app, I was also tasked with creating a suite of assets that included App Store copy for both Apple and Google, screen creative, and a YouTube video that was to be embedded on the Superloop website.
Part of this asset suite also included the development of an eDM to drive awareness and downloads. Simple and straight to the point, the eDM became Superloop’s best performing email communication to date. It was sent to nearly all broadband customers (130,000) and had an open rate of approximately 50%, along with almost 10% clicking through via the CTA.
Client: Superloop
Agency: In-house
Role: Senior Copywriter
The Dreamstarter program by ING DIRECT uses the power of crowdfunding to get projects off the ground by raising small amounts of money (or larger amounts) from a large number of people. For this campaign, I developed copy and creative for a website, eDMs, print ads and a manifesto video.
Client: ING DIRECT
Agency: Soap Creative
Role: Copywriter
Tasked with the redevelopment of the active-wear brand’s existing fitness app, I provided concept and copy for the must-have accessory for those with an active lifestyle.
The Lorna Jane app is an extension of the brands ‘Move Nourish Believe’ philosophy, with features developed around each of the three pillars. ‘Move’ allows users to track their moves across 15 different activities including spin, boxing, cross fit and yoga. ‘Nourish’ provides access to hundreds of healthy and delicious recipes that users are able to bookmark. And ‘Believe’ delivers a daily dose of inspiration straight to users phones. With the ability to personalise the app and engage with the entire Lorna Jane community, the app has a personality and a unique selling point beyond functionality.
Client: Lorna Jane
Agency: Soap Creative
Role: Copywriter
We gave Lorna Jane's eDM a refresh that streamlined their communications through a series of templates that helped re-engage their customers by demonstrating the brand philosophy of move, nourish believe.
Client: Lorna Jane
Agency: Soap Creative
Role: Art Director and Copywriter
To promote a Air New Zealand's Rotoruna flights, we created a series of aspirational banners that highlighted the destination's unique experiences.
Client: Air New Zealand
Agency: Host
Role: Copywriter
I was employed at Creative Holidays to help them rebrand the company from B2B to B2C. This involved creating a new tone of voice for the brand, content and social media strategy, as well as writing copy for their new website and travel brochures. I also worked as a Creative Director, Producer, Writer and Talent (in brand videos and photography) on numerous overseas shoots where I hired and travelled with a team of photographers and videographers to shoot and gather content for our website, brochures, destination videos and marketing campaigns.
The new site is still in development, but you can view the brochures here:
Creative Holidays - Unlock Bali
Creative Holidays - Unwind Hawaii
Creative Holidays - Discover Thailand
Client: Creative Holidays
Agency: In-house
Role: Creative Director, Content Strategist, Producer, Writer and Talent (in brand videos and photography)
During this nine and a half week taxi ride around Western Australia, I was responsible for developing copy for weekly eDMS, web updates and promotions, as well as video case studies for internal agency use.
Client: Tourism Western Australia
Agency: Host
Role: Copywriter
This 'Freeze it' series ties in with Woolworths' strong commitment to reduce food waste. Through these posts, we inspired customers to freeze leftover ingredients into ice cubes to help reduce food waste and save money.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
To celebrate the launch of Arabella Rose, a sparkling rosé from Tyrrell’s Wines, we created a character of the same name. We then commissioned popular Australian romance writer Ally Blake to tell her story. The novel ’50 Days with Rose’ brought Arabella’s experiences to life with a unique twist: it was written exclusively for Facebook. View the campaign on Facebook: facebook.com/50dayswithrose
Client: Tyrrell’s Wines
Agency: Mark/M&C Saatchi
Role: Copywriter, Social Media Strategist, Community Manager, Photographer and Talent
Awards: Creative Finalist in the 2013 ADMA Awards
My love of blogging started long before my website THIS ISLAND LIFE. While working as a copywriter in advertising, I joined Lost At E Minor's contributor team, where I was able to share my love of writing with the site's well established pop-culture-loving audience. Generating over 500,000 unique visitors per month, Lost At E Minor provided a fantastic outlet for my editorial style writing and between 2008 and 2013, I produced over 100 articles for the site. Here are a few of my favourites:
Band of Outsiders: Edgy fashion out of Los Angeles
Lazy Beach, Cambodia
Make Believe at Rosemount Australian Fashion Week
Vintage Delivery Store, Gili Trawangan
Paraty Beach House in Brazil
Changi Logs Surfboards
Balian: For that old-school Bali surfer vibe
We kicked off the festive season on social with a suite of fun and engaging Christmas-themed content. From road trip snacks and Santa footprints for the kids, to our edible wreaths that quickly became fan favourites, Woolies had every type of Christmas sorted.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
Active Nation Day is a movement created in 2012 by Lorna Jane to help women live an authentic and active life. To help bring it to life online, we created a website that encouraged users to live their best active life yet, by signing up to take part in Active Nation Day 2014.
Visit the site at nowmoveit.com
Client: Lorna Jane
Agency: Soap Creative
Role: Copywriter
To celebrate the start of strawberry season, we got weird and wonderful with everyone's favourite berry.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
To help share the story behind infamous designer Jonothan Sceats and his new eyewear label Jono Hennessy, I was engaged to write numerous brand collateral including this magazine-style brochure and POS. I dug through the company's archives of old magazines and press clippings to capture the essence of the former iconic nineties brand, while establishing their new brand positioning.
Client: Jono Hennessy
Agency: Direct
Role: Copywriter
To help engage their strong Facebook community, Clinique Australia wanted to create a series of albums using real people as models to demonstrate their foundation products. Working alongside the photographer, I art directed four shoots to showcase Clinique's foundation products in a creative and engaging way that stood out on Facebook.
Build Your Foundation Wardrobe - Work (mid-30s).
Build Your Foundation Wardrobe – Day look for a busy mum.
Build Your Foundation Wardrobe – For de-ageing skin.
Build Your Foundation Wardrobe – Get race day ready!
Client: Clinique Australia
Agency: Ikon Communications
Role: Art Director
For the 2012 ARIA Awards, we introduced a interactive voting gadget that allowed users to vote for their favourite Australian Music Video via YouTube. These banners appeared as pre-rolls on YouTube and emphasised the power that individuals had to be a part of ARIA history.
Client: Google
Agency: Mark/M&C Saatchi
Role: Copywriter
To keep Woolworths' Twitter fans engaged and entertained, we created a range of fun content including cinemagraphs, GIFS, videos and still images.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
This radio spot involved concepting and copywriting for a series of retail offers for IKEA Australia.
Client: IKEA Australia
Agency: Host
Role: Copywriter
To celebrate Father's Day we created a series of videos for Facebook showcasing fun and imaginative breakfast in bed recipes.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
We launched a multi-channel campaign for ING DIRECT'S superannuation product 'Living Super'. The campaign introduces the term 'Superannuatiummm' to highlight the indifference Australians have towards the various aspects of their super and launched with a series of four :15 and :30 ads.
Supporting the campaign was an extensive online platform ingdirect.com.au/livingsuper that uses an 'ummm' search engine to answer a variety of super questions using simple and direct language. ING Direct's Superannuation specialist, Tim Hewson also features in a series of ongoing Q&A videos. The site is also trialling the speech recognition capabilities of Google Chrome to enable users to get an answer to their 'ummm' by speaking into their microphone instead of typing. I worked on the digital components on this campaign providing concepts and copy across the website and eDMs.
Client: ING DIRECT
Agency: Soap Creative
Role: Copywriter
Nescafé Gold Single Origin Blend was a limited edition range made from 100% Colombian Arabica coffee beans. The range was limited to just 5,000 packs and was only available online. The design and content of the website reflected the exotic and exclusive nature of the blend.
Brand: Nestlé
Agency: Mark/M&C Saatchi
Role: Copywriter
Starting school is an emotional time for both parents and kids. We captured this emotion in a series of videos for Facebook that centered around the very first school lunch.
Client: Woolworths Australia
Agency: M&C Saatchi
Role: Concept, art direction and copy
