[re]defining impact

From curiosity comes inspiration

Inspiration sparks ideas

Ideas ignite the unconventional

unconventional = borderless creativity

my

ultimate

playground

A vignette into my
[un]marketing wonderland

I don’t just think outside the box—I dismantle it and build something entirely new.
I disrupt and innovate to create the bold and unforgettable.
Always challenging the norm. Expect the unexpected.

The Keith Urban Hologram Experience.

Australia’s first interactive hologram. Surpassed business targets by 130% - 200%; achieved 1.5M social reach, 10K+ video downloads, and global coverage (US, UK, NZ).

  • Precision. Proportion. Perspective.

    If you thought Keith Urban was in Sydney's Pitt Street Mall, it's easy to see why you were mistaken.

    A hologram of the Australian country singer was drawing in the crowds, allowing fans to interact with Urban on stage and have their own jam session with the four-time Grammy winner.

    Participants could choose from a range of instruments, including guitar, harmonica, tambourine or drums, to have their moment with the rocker. Participants received a social media package to share their time in the spotlight.

    The holographic Urban played his new single, 'Somewhere in My Car'.

    It was part of an integrated multiple campaign for the new retail destination and App Grow by ANZ.

    The Keith Urban experience was at Westfield Sydney, Melbourne's Chadstone Shopping Centre, and the Australian Open.

Powerful storytelling in the palm of your hand.

The first bank to bring Indigenous Australian art to the wallets of Australian customers. A visible symbol and embodiment of a vision for reconciliation.

  • A platform to celebrate and lead change.

    To celebrate Australia's rich history and Indigenous cultures, I teamed up with emerging artist Chloe Little to create a series of artworks for AMP, which featured on Visa debit cards.

    These designs acknowledge and share pride in First Nations Peoples’ artistic and cultural expressions.

    This project provided Chloe a platform to share her stories and culture, expand her business, support her family, and inspire others to share their voices.

Deciphering the code to exclusivity.

Delivered a unique, immersive client experience, a private dinner and table tennis playoff with Novak Djokovic, bridging the gap between client and brand.

  • Transforming the audience from passive observers into active participants fosters emotional connections that leave a lasting impression.

    Incorporating unique, limited-access experiences created a strong sense of exclusivity, which heightened the brand's perceived value and deepened client engagement.

Deceptively simple. Microscopic in detail.

Great design starts with an even greater story. Identifying unique opportunities and emerging trends to cut through the noise.

  • Every detail counts.

    An evening with Dr. Willard Wigan, creator of the world's smallest handmade sculptures, which are placed within the eye of a needle.

    Dr. Wigan's inspiring story of using art as an escape from ridicule captivated the audience. His philosophy that if people couldn’t see his work, they couldn’t criticise it succeeded in proving that nothing is too small to matter.

    In addition to the microscopic artwork, I commissioned the ANZ logo to be intricately crafted using 15,000 needles (by commission, I led a workshop creating this piece of art), highlighting the intersection of art and innovation.

    In addition to the intimate event, I curated public exhibitions of Dr. Wigan's work

Harmonising creativity with narrative.

The power of art to evoke change, starting the conversation, with 600K+ views in the first 10 days, $10M in earned media, 112M reach, 8K+ social posts, and 70%+ positive sentiment

  • Challenging the status quo.

    The campaign stemmed from a stark truth: while girls often develop faster than boys, they fall behind financially.

    This sparked ANZ’s Equal Future campaign, built on the fact that girls start life ahead — speaking, reading, and writing earlier than boys — yet still end up behind, particularly in financial terms.

    To bring this message to life, we enlisted Jane Campion, the first female director to win the Cannes Palm d’Or, to direct a bold film confronting this disparity. At the launch event, we were joined by Julia Gillard, Australia’s first female prime minister, to announce ANZ’s #EqualFuture initiatives.

    The campaign ran across TV, online video, social media, POS, editorial content, event, and PR, driving momentum for change.

Curating living art and a world of sensory engagement.

Crafting immersive experiences where guests live within a dream. Where rhythm and hidden details intersect.

  • People won't remember what you said or did; they will remember how you made them feel.

    I have delivered delivered unique, immersive client experiences. Guests have tasted 2009 Château d'Yquem before its official release, flown by helicopter to a mountaintop to dine at a hand-carved snow table with a menu by a Michelin-starred chef, dined privately with the legendary Sir Bob Geldof, and challenged Novak Djokovic and Roger Federer to a match of table tennis.

    These experiences go beyond luxury; they forge moments of connection, blending exclusivity, creativity, and personalisation to provide an opportunity to engage on an emotional level, translating into sustained partnerships and increased brand advocacy.

    I deliver solutions that resonate with culture and lifestyle, reflecting the brand's personality and unique spirit. I ensure a personalised, cohesive approach optimised across platforms.