The award-winning Beware of What You Share campaign for Sanofi Australia raised awareness of meningococcal disease among young adults in New Zealand. Using a twisted take on ASMR, it replaced soothing sounds with unsettling audio to spotlight the risks of sharing in communal living — turning a social media trend into a powerful health warning.

This innovative strategy proved highly effective, garnering over 400,000 views on TikTok, surpassing 813,000 impressions on YouTube, and achieving a 99% view-through rate on digital channels.

A campaign for Yonex's Woodland Classic activation in Osaka, reimagined the brand through a handcrafted, heritage lens. This whimsical tennis world blends stop-motion aesthetics, autumnal tones, and character-driven storytelling.

With brand world-building to vintage-inspired merch, the campaign brought Yonex's roots to life with nostalgic charm and limited-edition flair. I took the lead on concepts, designs and copywriting across merchandise, social content and digital materials for emails and newsletters.

A fresh rebrand of Great Western Animal Hospital, crafted to match the warmth and trust the community already felt. A modern, approachable look with a tongue-in-cheek tone of voice — paired with eye-catching social content and playful print pieces.

As part of the rebrand, custom car air freshener hangers were created, turning the all-too-familiar dog-car smell into a playful brand moment. Unexpected and shareable, they became a fun piece of everyday marketing — taking the clinic's presence beyond the building and into the backseat.

The result: a modern, memorable brand that's still unmistakably pet-obsessed.

People suffering with severe allergic asthma usually require much stronger medication than your average inhaler. Promoting Xolair meant straying far from the typical happy, smiling stock shots usually associated with pharma advertising — and finding an insight with real cut-through.

That insight: imagine what some people might do to avoid an allergic reaction. Now they don't have to. My first collaboration with Illusion CGI Studio, who were incredible in bringing the vision to life. If you look closely, our mascot Fluffy is hidden in each key visual.

Scribble. Slash. Circle. Correct. Every mark tells a story, and with Pilot, each one hits harder. This campaign helped launch Pilot's most permanent marker — the P-100 — using gritty typography, snappy headlines and a bold key visual.

With a tiny budget, I took the reins on concept ideation, photography direction and retouching to bring this campaign to life. Proof that great creative doesn't need a big spend.

Psoriasis isn't just skin deep — it's driven by complex internal factors. The Enemy Within reframes the condition not as a surface issue, but as something deeper, hidden, and systemic.

From concept sketch to final render, I directed the visual narrative, characters, and environment to create a hyper-detailed, unforgettable metaphor. The final artwork became the centrepiece of the campaign: dramatic, disruptive, and deeply memorable.

To launch the first Minions film in Sydney, we teamed up with Sydney Trains to bring the yellow mischief-makers into commuters' daily routines. Custom safety messages blended transport etiquette with Minion humour, turning everyday announcements into playful, high-reach moments.

Using a range of public transport touchpoints to deliver safety messages with Minions' trademark quirk, the usually overlooked messaging came to life — building real buzz before the film hit screens.

A playful, high-energy campaign that puts a cheeky spin on the category cliché. With bold typography, snappy edits, and a self-aware script, this spot reframes contact lenses as more than just a daily essential — they're a precision-engineered confidence boost.

How do you make a contact lens feel like a statement piece? That was the creative challenge behind Precision1: small in size but packed with technology, confidence, and bold personality.