Hi, I’m Sarah White, a Senior Art Director with extensive experience delivering integrated campaigns across digital, social, film, TV, print, retail, and activations. I combine strategic thinking with creative storytelling to bring brands to life across every touchpoint, from websites and social content to large-scale campaigns.
I’ve led and mentored designers, collaborated closely with strategists, producers, and clients, and delivered work across OOH, TV, digital, and social. I’m experienced working with both small businesses and large organisations, managing budgets of all sizes and ensuring brands get maximum value from their investment.
My skill set spans brand and communication strategy, social strategy and content planning, visual identity and brand guidelines, presentation and social templates, graphic design, video, paid social and Google Ads, and end-to-end production. I’m equally comfortable setting up social accounts and content calendars as I am leading full campaign rollouts.
I’m practical, collaborative, and solutions-focused, and I love helping brands connect with people in meaningful, effective ways.
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A series of short content films created to accompany the launch of Nespresso’s Ispirazione Italiana range in New Zealand. Each story celebrated the idea of finding inspiration in every cup, reflecting Italy’s vibrant coffee culture. The creative focused on emotion, ritual, and the sensory moments that make coffee part of daily life. Designed for digital and social distribution, the campaign expanded Nespresso’s storytelling beyond product features. It captured the brand’s essence — elegant, aspirational, and inspiring creativity. Check it out here https://www.twine.net/signin
To launch Nespresso’s Ispirazione Italiana range in New Zealand, we collaborated with renowned chef Ben Bayly to bring coffee into everyday cooking. Filmed at his home and restaurant, Ahi, the series showcased creative coffee-infused recipes inspired by Italy’s regional blends. The films highlighted how coffee can fuel creativity in the kitchen, not just in the cup. Shared across Nespresso’s social channels and PR content, the campaign reinforced the brand’s premium, lifestyle-driven image. Engagement rates and positive sentiment lifted across all platforms, connecting Nespresso with a new audience of food lovers. Check it out here https://www.twine.net/signin
BP wanted to introduce its Everyday Rewards programme as a seamless way to earn benefits on the move. We built a simple, energetic platform that landed across every touchpoint — TV, social, retail, in-store and digital. Filmed by director Ray Edwards, the campaign delivered multiple edits tailored to specific platforms, including 60-, 30-, 15-, and 6-second cuts. Its retail activations were amplified on NZ breakfast TV and digital content created a high-impact launch that felt consistent and connected. By November 2024, over 1.8 million Kiwis had joined, making it one of NZ’s fastest-adopted loyalty programmes. You can check out the work here https://www.twine.net/signin
Ford wanted to reposition the Everest as the ultimate SUV for New Zealanders — capable of handling both the weekday grind and adventure-filled weekends. We developed the platform Conquer the Weekend, showing how much more you can fit into life with the power, space, and versatility of the Everest. Filmed over two days around Auckland using drones and tracking rigs, the campaign immersed viewers in a weekend of adventure. It ran across TV, digital, and social channels, with multiple edits tailored for each platform. The campaign helped drive a 29% year-on-year sales lift, placing Everest among NZ’s top-selling SUVs. Check out the work here https://www.twine.net/signin
Wine Central had grown rapidly during COVID but risked being seen solely as a discount wine retailer. The challenge was to reposition it as a modern destination for all things drinks — from wine and beer to spirits and non-alc. We rebranded Wine Central to Central, creating a contemporary identity that felt inclusive, scalable, and confident. The project spanned brand and communication strategy, visual identity, brand guidelines, UX design, and e-commerce, ensuring consistency across every touchpoint. The result was a unified, future-ready brand that broadened appeal, strengthened loyalty, and set the foundation for long-term growth. You can check out the project here: https://www.twine.net/signin
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