I’m a creative problem solver, powered by strong tea and a layout pad. A creative with an international pedigree, I’ve worked with some of the world’s leading brands and I believe in the power of ideas that connect. Connecting people to each other, to brands and to purpose.
My branding and communications career started in the UK with the globally renowned brand and design agency Clusta, working with Sony and MTV. In 2002 I joined TMP Worldwide leading the creative direction on a number of major clients before moving to Australia in 2008. I joined Y&R as an Art Director in 2010 and was quickly promoted to Creative Director in 2012. In 2024 I set up Boom Comms, a hybrid design and film production studio, focusing on storytelling through moving pictures, including social content, documentary formats, TVCs and more. I work predominantly with the Australian Government and defence forces telling their stories of serving the nation.
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At the intersection of high-end cinematography and cutting-edge technology, the Carbonix corporate video project is designed to showcase a leader in data capture and aerospace design. This production doesn’t just list technical specs; it translates complex engineering into a compelling visual story that resonates across specialized and emerging markets.
Our approach to this project covers every stage of the creative lifecycle, ensuring a high-tech aesthetic that aligns with the Carbonix brand.
Whilst consulting for RD Consulting, we worked with the Australian Defence Force to create a series of film and photographic content that took the technical concepts of electric vehicles and applied them to the tactical and functional realities of front-line warfare. Working closely with the defence force specials operations and Innovations teams to create real life combat scenarios to show how these technologies will work in the future.
In 2013, while working with GrainCorp, we proposed celebrating the farming
communities surrounding its silos—families whose work drives the paddockto-
plate journey. With a strong focus on corporate responsibility, GrainCorp
wanted to give back. The idea evolved into creating a tourism-driving
centrepiece—the Silo Art Project, launched two years later
In Brim, western Victoria, disused silos were transformed into a large-scale
mural by Brisbane artist Guido van Helten. Painted over three weeks in
collaboration with government and local stakeholders, the artwork features
four local farmers and has drawn visitors from across the country, gaining
global traction on social media.
The project attracted national media attention, inspired local merchandise,
and even drew a visit from MasterChef. Today, the Silo Art Project stands as
a major cultural success and recognised as a national art trail.
Westholme is an Australian producer of world-class Wagyu and is the producer of choice of globally renowned restaurants and chefs. Revered for its quality, taste and signature marbling, Westholme has put Australian beef on the map with their obsession with crafting new standards of premium produce.
It’s the story of Australia’s best wagyu, produced by Aussie families and served in top restaurants around the world. But no one knows the name of the show-stopping wagyu: Westholme. Our job was to change this, in a big way, through the cheffing community!
Share our Obsession was the digital and social platform we created to communicate the dedicated families who steward this land share a collective obsession with crafting the best beef in the world.
Obsession is relentless, a continual refinement. It’s hard work that can’t be replicated. It’s a shared obsession, coming full circle from Westholme’s Australian stations, to the chefs whose passion for great produce is shared by those ‘at the table’ – consumers looking for a unique experience through food.
We created a cheffing competition to showcase the quality of the Wagyu and the obsession of the chefs who partner with Westholme to create a unique dining experience.
A Cut of Freedom is a world-class cooking event hosted in leading cities around the world created by
Westholme – Australia’s leading premium Wagyu producer, that puts the spotlight on the world’s most revered chefs as they go head-to-head for the winning title.
Bickfords, an iconic Australian owned business, usually known for its cordials approached
Boxer & Co to design their innovative new range of plant-based milks. The time had come to evolve Bickford’s to a new era, relevant for a new generation and a changing world.
Boxer & Co. Invited me to help bring the digital media and television commercial to life. From concept to execution, we worked seamlessly together to take Boxer & Co brand idea and animate the new product with a little help from nature.
The theme for the TVC was discovery and the illustrated packaging design lent itself beautifully to an animated world where nature quite literally creates this plant-milk brand.
A national TV launch followed with social, Influencer marketing and social content to launch this all new plant based product.
The RMIT EVP wasn’t created to deliver a slogan — it was built to define the Core Deal: the real promise RMIT makes to its people and the experience they can expect in return. From concept to final cut, the focus was on truth, not spin. It reflects the reality of working at RMIT — a place where people challenge the status quo, create real-world impact, and are trusted to work with autonomy, not micro-management.
The EVP was designed to work seamlessly with the master brand, Ready for What’s Next? While the master brand speaks to shaping the future for students and industry, the EVP shows how RMIT empowers its people to drive that future from within.
We stripped away jargon and addressed what candidates genuinely want to know: What can I do here? How will I grow? What does this environment make possible? The result is a clear, honest and human expression of what it means to build a career at RMIT.
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