Award-winning Creative Director who loves shaping copy-led storytelling for global brands across broadcast, digital, and emerging tech. I believe ideas come first, and strong writing is the bridge between strategy and execution. I’ve led multidisciplinary teams on large-scale campaigns, translating complex concepts into emotionally engaging narratives that drive commercial impact.
Based in Auckland, I work across contract and project engagements—from writing and producing podcasts to pitching immersive AI activations. I’m passionate about mentoring talent, building autonomous, collaborative teams, and using storytelling to amplify brands and empower people, including frontline support storytelling through programs like Orange Sky.
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When Roman Met Sam was a YouTube series and an innovative way to raise brand awareness. The series questions the misperceptions of artificial intelligence and uncovers how relatable digital people can be as they face a series of challenges that in reality, are the same challenges we, as humans, face.
A dynamic launch campaign for the new breakfast show on THREE featuring the well-known and oftentimes controversial broadcaster Paul Henry. In a television first, this morning show was simulcast across radio, TV, and online. ‘Mornings will never be the same’ was our tagline and to tie in with the groundbreaking nature of the format, we chose to place the campaign in the future. And so in came the spacesuit, and we jettisoned off.
Promax Awards: Gold - Best News and Current Affairs, Silver - Best Campaign
BRIEF: To draw attention to the high standard of the host line-up for RadioLIVE - a talkback radio that focuses on news and public opinion - with the aim of increasing audience listeners.
In print, the image of the brains features on one page and on turning the page reveals the line-up, whilst on digital billboards, the image of the brains rotates to reveal the presenters.
Show: Agent Anna.
About: Dramedy series for TVNZ featuring Robyn Malcolm as a real estate agent.
Shot in an actual rental home, the stunt features Robyn Malcolm in character as klutzy Anna Kingston showing real visitors—and potential tenants—around a home, which has been set up with a variety of booby traps that result in some truly and entertaining awkward interactions.
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