About Me

I’m a writer, director, and all-round creative animal.

Being in the ad game for many years, I’ve worked as a senior copywriter in agencies, a director for production companies, and senior creative in-house.

Armed with a diverse set of skills covering all facets of the business, I write, direct, produce, shoot and edit anything from thumb-stopping headlines and snackable content to engaging editorial and memorable TVCs.

And I don’t mind getting my hands dirty either. Working in an integrated way, I can follow campaigns through myself from conception to layout, presentation and execution.

More importantly, I know how to come up with the big idea. I’ve done that for a number of iconic brands, including The Age, The Australian, Bunnings, Fox Sports and Foxtel.

Yep, all that wrapped up in one reliable, hardworking package.

EXPERIENCE

Senior Creative
FOX SPORTS
Feb 2018 – Jun 2019

Working at Fox Sports was a chance to combine all of my talents with my footy obsession. As Senior Creative, my role was to promote a wide range of sports, primarily AFL. It required a lot of self-motivation, nimble thinking, and hands-on initiative.

I wrote, directed, edited, shot and produced promos for the Fox Footy brand, various channels, live games and sports based shows. There was also plenty of behind the scenes and branded content created for social media.

In May 2019, my Fox Footy ‘Bobblehead’ spot was voted Top 6 internationally by Best Ads.

Senior Copywriter
THE BRAND AGENCY
Dec 2012 – Feb 2018

Brand gave me the opportunity to work on one of Australia’s biggest and most loved brands – Bunnings Warehouse. It was a dynamic and fast-paced environment with an incredibly diverse range of projects.

I was kept busy writing television, radio, print, online, catalogue, direct mail and articles. Deadlines were tight, but this pushed me to think quicker and smarter.

As if that wasn’t enough, I also wrote, directed, shot, produced and edited plenty of branded content. This work ranged from stop-motion animation to documentary with my production experience being a huge asset to the agency.

Plus, I wrote and directed television spots for a number of Bunnings suppliers. These were more conceptual in nature, but had limited budgets. It required a lot of understanding about what can and can’t be done for the money, without compromising on the creative idea or production values.

I even co-directed many ‘Red Shirts’ TV shoots where I was responsible for interviewing the Bunnings employees that appeared in our campaigns. However, the narrative extended beyond television, which meant creating more AV content for the web and social channels.

Senior Copywriter
CHE PROXIMITY
Mar 2011 – Dec 2012

I was a Senior Copywriter on above and below the line accounts such as Laminex, Foxtel, Mazda, GE Capital, Umi, Adairs, Dunlop Flooring and Grosby. This involved plenty of concept work for television, radio, DM, digital and print, including a lot of long copy for brochures, catalogues and web content.

As Senior Creative on the Foxtel account, I conceived, wrote and oversaw production of the big launch spot for Fox Footy in 2012, which starred AFL legend Lance ‘Buddy’ Franklin.

Senior Copywriter
SPINACH ADVERTISING
Aug 2010 – Mar 2011

My first stint back into agency life was as a Senior Copywriter on above and below the line clients, including Australian Unity, CSR Sugar, Carpet Court, ABC Shop, First National, Cell Care and Durex. I wrote for television, radio, print, web and catalogue, while also directing a number of television spots.

Director
THE GUILD OF COMMERCIAL FILMMAKERS
Oct 2006 – Aug 2011

I directed commercials for clients including Stihl, Mars, Ikea, Silkair, The Age, Heinz, Repco, Snooze, Austar, Ford, Medibank, Brownes, Bedshed, Film Victoria and Coles Myer. My spot for Stihl was selected for the 2010 Archive International Showcase.

Known as a Performance Director, I worked with many high profile actors and celebrities. I also extended my production knowledge by working closely with cinematographers, production designers and editors. It taught me a great deal about leadership and how to get the best out of people.

Senior Copywriter
SAMUELSON TALBOT & PARTNERS
May 2004 – Oct 2006

I worked on both below-the-line and above-the-line accounts for clients including Brown Brothers, The Motor Show, Mayne, Swinburne, Adairs, Bio-Organics and AMP. I was also the lead creative on The Age account.

I also had a second role as an in-house Director, helming a number of commercials for The Age. These were extremely low budget comedic ads with great performances and high production values. We achieved this by casting and producing them ourselves, and still made a profit for the agency.

Copywriter
CLEMENGER BBDO MELBOURNE
Feb 2002 – May 2004

At the time, Clemenger Melbourne was the number one agency in Australia. I was lucky enough to work with and learn from some of the best creatives in the business. I worked on a number of blue-chip accounts including Yellow Pages, M&Ms, Pedigree, Duracell, Sorbent, Just Jeans, Braun, Mercedes Benz, Jay Jays, Edgell, Leggos, Deeko and The Australian. It was the perfect training ground and a great start to my career.

Senior Offline Editor
CLEMENGER BBDO MELBOURNE
Mar 1999 – Feb 2002

I cut television commercials and animatics for most of the agency’s blue-chip clients. I used AVID, Final Cut, Premiere, After Effects and Photoshop. It taught me a lot about ads and I started to write and direct my own on a shoestring budget. Wanting to learn more, I applied for AWARD School. I was lucky enough to win it and soon started writing ads for the agency. It wasn’t long before I was promoted to the creative department.

EDUCATION

AWARD School
May 2001 – Aug 2001

Top student for my year and one of six selected to attend AWARD School Supergroup.

Bachelor of Film and Television
VCA School of Film and Television
Feb 1994 – Oct 1996

Bachelor of Visual Art
South Australian School of Art
Feb 1989 – Oct 1992