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Brand Utility

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BRAND UTILITY

Ideas that Service

I’m passionate about brand utility – creating work that goes beyond messaging. Ideas that become tools, experiences, or products with real value. When brands show up in useful ways, they earn attention, build love, and spark lasting loyalty.

WORKPLACE ESSENTIALS

In the workplace, women are often interrupted, ignored, and mansplained to, and made to feel undervalued, undermined and disrespected.

Introducing Break The Bias Notebooks, designed to empower women to speak up against gender bias, so all women can thrive at work.

AWARDS

AXIS AWARDS
Finalist in Product Design – Non Tech

CODYS – CHILLY BIN PANTS

We turned a standard promotional giveaway into a walking party — with Cody’s Chilly Bin Pants.

Designed to hold a full 18-pack, these limited-edition pants turned fans into walking chilly bins — the perfect mix of function and fun.

We launched the campaign across social media and in-store POS, driving hype and engagement.

Eighty pairs were snapped up fast — and while demand was high, production stayed limited to keep the campaign exclusive and memorable… plus, we may have spent a bit of the budget on margaritas while coming up with the idea.

ANZ

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ANZ

Banking on Insight

During my time at TBWA, I worked on a range of ANZ campaigns — learning to tap into real financial behaviours and mindsets. Each idea was crafted to resonate with key audiences and deliver smart, effective results in a highly competitive category.

GET AHEAD OF THE GAME

Encouraging Kiwis to become money savvy with their credit cards, we created a little spot to demonstrate ‘getting ahead of the game’ pays off.
Also, paying off your credit card with 0% interest for 6 months, is a lot easier too.

In return, ANZ also ‘got ahead of the game’ with a 230% increase in their sales target.

 

AWARDS

BEST DESIGN AWARDS
Silver – Short Form Film

HARD WORKING CARD

ANZ asked us to promote their card benefits amongst a saturated credit card market. So we decided to create a classic comparison with ‘lazy’ cards vs our hard-working ones, executed in a playful, animated thirty-second spot.

LOW RATE CARD

To encourage those to switch their outstanding credit card balances to ANZ Low Rate MasterCard, we decided to simply ask them if their credit card balance was playing on their minds. In return, the campaign tripled their expected sales target in 2013.

Experiential

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EXPERIENTIAL

Emotionally led. Lasting impact.

Experiences that go beyond the screen — designed to be felt, remembered, and talked about.
From immersive brand activations to intimate moments of connection, this work is all about emotion-led storytelling that creates lasting impressions and brings people closer to the brands they love.

WATTIES – CONNECTION TABLES

A table is more than furniture — it’s where connection happens. Sharing meals boosts mental wellbeing, especially for kids.

To celebrate the power of coming together, Wattie’s reimagined the dining table, transforming outdoor spaces across Aotearoa with sculptural works by local artists.

From the nature-inspired Nikau Table in Hawke’s Bay, to Nelson’s unifying Te Kotahi Table, and the home-evoking Brick Table in Mangawhai — each invites Kiwis to pause, gather, and connect.

These permanent tables stand as lasting symbols of togetherness. Because when we feed the love, we thrive — together.

TOP GEAR VS PARKING WARDEN

To celebrate the new series of Top Gear on Prime, we thought we’d do something for the drivers of Auckland.

KIWI PROPERTY – WHERE’S HOLLY HAT?

Christmas brings heightened anxiety, especially in children, emotions can be overwhelming within a short timeframe, making kids feel vulnerable and uneasy.

Teaming up with Mental Health Foundation and Kiwi Property (shopping centres nationwide), we created a book for children to receive when visiting Santa. The short story is designed to assist Kiwi kids in navigating their feelings during the festive season and teaching them healthy coping strategies. It’s all wrapped up into a fun adventure with Holly, the Kakapo, and her hat.

I led and co-created this project from concept to copy, illustration, and design — a rewarding task that brought smiles to thousands of children at Christmas. The book generated talk ability and was featured across numerous media channels and segments.

Made For Good

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MADE FOR GOOD

Creative Thinking With A Cause

Here’s where storytelling meets social impact — campaigns designed to connect, move people, and make a difference.

MINDS FOR MINDS – MEETING OF THE MINDS

What happens when you bring together two incredible sets of minds?

Minds For Minds are a non-prof it organisation attempting to make a global difference to those living with autism.
A team of New Zealand’s top scientif ic minds are undergoing research to identify the genetic signatures of a mind affected by autism.

To build awareness and generate donations for this cause, we demonstrated the contrasting perceptions of these two worlds through long copy that alternates between the perspectives of a mind affected by autism and the scientific minds that are studying them

AWARDS

D&AD 
Writing for direct – In book
Writing for design – In book and yellow pencil nomination

CANNES
Press Lion – Finalist

ONE SHOW
Finalist in Public Service – Collateral Design

AWARD
Writing for design – Bronze

AXIS
Craft for Copywriting – Bronze

ADSTARS
Print Craft – Bronze
Public Service – Bronze
Print – Bronze

NEWSWORKS
Newspaper of the Year 2014 – Runner Up
Newsworks Best Copy
Newsworks Best Craft – Runner Up

SALVATION ARMY – HOMELESS

An awareness and fundraising campaign for Salvation Army brings to life the reality of homelessness in New Zealand and how many kiwis get there unexpectedly.

AWARDS

AXIS
Gold – Digital or Screen
Silver – Charity Campaign
Silver – PR / Promo and Activation
Bronze – Digital Craft Use of Video 
Finalist – Charity Magazine and Newspaper and Out of Home

VARIETY – JOSEPH’S LETTER

Variety, the children’s charity, assigned us to raise donations for their Christmas appeal.
We crafted a campaign focusing on food insecurity, highlighting that many Kiwi kids are wishing for food this Christmas. Inspired by Variety’s case studies, we featured a real letter to Santa from Joseph, who simply wished for a pavlova. 

The small budget campaign exceeded our donation target by 108%, providing more meal vouchers for Kiwi families in need than ever before.

AWARDS

NZ Marketing Awards
Best Not-For-Profit Marketing Campaign Winner 2024

SHINE – NO EXCUSES RADIO CAMPAIGN

There is a strong link between sporting events and physical and emotional domestic violence. We wanted to bring this to the attention of the public to generate both awareness and funding for Shine’s No Excuse’s program, which is dedicated to the rehabilitation of abusers.

To do this we created a radio campaign that demonstrates the severe consequences of a disappointing sporting result. To get our message across, we used the familiar sound of sports commentary as our vehicle, teaming up with well-known rugby commentators to ensure credibility.

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