RMS is a small surfboard shaper on the NSW Central Coast with limited retail presence but a real passion for custom boards. The challenge? Getting surfers to notice them without big sponsorships or flashy ads. Enter The Bearded Twins—a fun, bold concept that’s all about the personal, one-on-one experience of working with a custom shaper. These characters bring some humor and personality, showing how RMS offers something the big brands can’t: a board built just for you. It's a cool, laid-back way to highlight what makes RMS special while connecting with surfers who want something unique.

Sweet tidbit. We shot it at the north end of Palm Beach. The twins were inspired by some old, quirky drawings I came across.

For the Viread campaign in Australia, I developed the concept and art direction to highlight real people battling Hepatitis, a virus often spread within local populations, particularly migrant communities. By portraying their resilience and strength, the campaign fostered authenticity and connection, reinforcing Viread’s commitment to supporting those affected.

Sweet tidbit. We shot these portraits on the streets, casting real people in authentic locations.

When the brief came through, Woolworths was in the middle of updating its overall look and feel. The task was to create a standalone TV campaign that would encourage people to embrace a new way of shopping. The challenge was to communicate this shift in style and approach in a way that was engaging, clear, and aligned with Woolworths' evolving brand identity. We needed to highlight the benefits of the new shopping experience while ensuring the campaign resonated with their audience and felt fresh yet familiar.

Sweet tidbit. The idea of change came from listening to David Bowie's song Changes.

Nurofen has a bunch of products for different types of pain, from general aches to more specific stuff. One common pain is tension headaches, which happen when the muscles around your head get all tight — it actually affects about 80% of people. Nurofen Zavance is made to target this kind of pain by easing the muscle tension around your scalp and neck. To get this across, we show someone getting wrapped up by a slick octopus—its tentacles hit with instant grip and tension. It’s a simple way to show how Zavance helps with tension headaches.

Sweet tidbit. The illustrations came from a graffiti artist in W.A.

The Republic Hotel has combined its lounge and dining into one space, spread across two floors, with a fresh new name and interior. The branding brings this vision to life with classy, fun illustrations and clean lines that capture both the vibe and the variety of what we offer. It’s all about unexpected combinations and flawless execution, creating a look that’s stylish, social, and uniquely Republic.

Sweet tidbit. The client wanted a name with a similar vibe to 'Nomad.' 'Inna' was a play on the idea of the spaces being inside The Republic."

Botox is the original leader in anti-wrinkle therapy, but with cheaper options popping up, it’s important to show why Botox is still the top choice. The idea is to position Botox like high-fashion—something premium but totally attainable for those who want quality. Just like designer brands, Botox gives you trusted, lasting results without the gamble of newer, unproven alternatives. It’s the smart, reliable choice for anyone serious about looking their best.

Sweet tidbit. The backgrounds were inspired by geometric patterns. We shot the bag, but everything else was created with 3D programs.

The Adelphi Hotel is reimagining its Kitchen and Floor-Bar into a new lounge space with an art-inspired vibe. The interior takes cues from bold artistic styles, and the branding needs to match that energy. The idea is to draw on the Bauhaus design movement—known for its clean lines and geometric shapes—to create a modern, refined atmosphere that fits the Adelphi’s artistic, contemporary feel. It’s all about bringing together art and design in a fresh, stylish way for the hotel’s rebranded lounge.

Sweet tidbit: we had a crazy turnaround time, and the illustrator had to make several attempts to nail the style.

Alzheimer's Australia had a tight $30K budget to raise awareness about spotting early signs of Alzheimer's and starting conversations sooner. "The Forgotten Bag" taps into an emotional moment that will resonate with those experiencing early symptoms. By creating a powerful, moody ad, which stands out in the crowded TV space, delivering a strong message about the importance of early recognition and action.

Sweet tidbit. The music is original, inspired by the Danger Mouse track 'Her Hollow Ways.'

At the time, Woolworths was stuck with nothing but green backgrounds and a pretty tired in-store presence. With the Summer in-store campaign, we had the chance to shake things up and give it a fresh, bright look that really captured those summer vibes.

Nurofen is known for fast relief, but we need to make sure parents know Nurofen for Children works the fastest for their kids' fevers. The idea is to tell a fun, visual story that shows its quick action through a playful, childlike personality—making it clear that Nurofen for Children is the go-to choice for fast fever relief.

Sweet tidbit. We shot this in New Zealand using a local photographer and I somehow managed to score a free trip out of it, while also taking advantage of the NZD to cut production costs. Choice!

The Metamucil ad shows how it helps keep your insides healthy and balanced, turning your gut into a happy place. Simple, colorful, and all about feeling good.