Gaining access to a new route into the US is no small thing for an airline. So we did "no small thing" to celebrate – creating a story designed not just to attract attention, but to paint both Seattle and Singapore Airlines in a flattering new light.

I’ve found great joy in making magnificent creative leaps from all kinds of briefs. But my true value lies in a deep appreciation for understanding the systems we’re trying to fix. What I do best is lead hybrid teams to find needles in haystacks, and apply creativity to fix those problems in ways that work for you and your business.

“An insightful strategy that led to bold, single-minded creative that humanised electricity. The influence from churn reduction to share price stacked up in what is undoubtedly one of the hardest categories to generate consumer engagement – effectiveness made wonderful.”

Taking the iconic-in-New-Zealand, but tiny-in-the-real-world Steinlager Pure brand to export was never going to be easy. Especially with a budget that, if spent traditionally, would barely get us one month on a single Times Square billboard. We went back to the product truth, and designed a B2B2C customer experience to sneak in under the radar and resonate with urban dwellers the world over.

When you’re asked to get 100,000 potential customers to engage with a city that’s famous for not being famous, you know you’ve got a real CX challenge on your hands. We met that challenge with Play Melbourne: a comprehensive digital and physical experience celebrating Melbourne’s unique beneath-the-surface appeal.