Ideas and comms that get attention
I started out managing bands.
Bands have a problem. They don’t have any money.
So if you want to get attention for them, you have to find creative ways to do so.
I now do this for brands and startups.
I come up with ideas that get noticed and design communications strategies to ensure they are.
Freelance Communications Strategist / creative
Freelance Communications Strategist / creative
Silver & Partners
Silver & Partners
Some recent things
Gap: Cher meets Future
Lego Global Media Pitch (Winning) Idea architecture
Hyundai NFL KickoffComms Strategy / Idea Mechanic
DoubleTree Hilton 2019
Adidas: Pharell Stan Smith
Ben & Jerrys 2018
Vacation OilAn 80’s inspired natural tanning oil made from Chardonnay seed grapes for your deepest, most indulgent natural tan. Soft launched in May 2019. www.vacationoil.com
ROLE: Co-founder, tanning enthusiast
Loved by Tom Selleck, Don Johnson and the cast and crew of Cocktail. Stocked in the Standard Hotel.
Overstay Checkout - Art Series Hotels A hotel program where you only had to check out if someone else checked in.
ROLE: Co-Concept, Creative, Comms Strategy
ACCOLADES:Cannes Lions: Silver / The Effies: Gold, Silver, Bronze / WARC: World Prize for Innovation ($10,000) / WARC: "Ranked no 5 in the WARC100 Smartest Marketing Campaigns" / Spikes Asia: Gold / ADMA: Gold, Silver / MFA: Gold / PSFK: “Top 20 Retail Innovations of 2012” / Creativity: Pick of the day / Adnews: Game Changer Finalist
Fast Company / PSFK / Conde Nast / Yahoo / Springwise / News.com.au / Trendhunter / The Australian / DailyMotion / NovaFM / Frankie / LoyaltyLobby / SmartPlanet / Hospitality Net / Boutique Traveller / Habitus Living / SMH, MX, The Age, (print) / + Lots More
Have the homeless become invisible? - NYC Rescue
A test to see whether you’d notice your own family members if you saw them homeless on the street.
ROLE: Co-concept, Comms Strategist
The Effies: Silver / Cannes Lions: Finalist / 5MM Views / Trending on Youtube / Creativity: Pick of the Day
ABC World News with Diane Sawyer / CTV News (TV) / Fast Company / Huffington Post / BuzzFeed / Upworthy / DailyMail / NYDaily / Gizmodo / Relevant magazine / Digg / + Lots more
PlusPlus++ for Slack
One of Slack’s most popular bots that allows you to plus, minus and keep score of all the good and not so good things your colleagues say and do on Slack. Acquired by Dominet in 2017. www.plusplus.chat
ROLE: Concept, Co Product Design, (Founder)
ACCOLADES:Front page of Product Hunt, Ranked top 5 in Slack App Store, 500K users in first 6 months achieved organically. Used by Airbnb, Walmart, MLB, Tinder, Disney and many others. Acquired by Dominet Digital in 2017.
MORE INFO: Launch think piece / Two months in
Steal Banksy - Art Series Hotels
A hotel promotion where we challenged guests to steal a Banksy that was hanging in the hotel lobby.
ROLE: Comms strategy, Content Strategy
AWARDS: Cannes Lions: Gold / The Effies: 2 x Gold, 2 x Silve / ADMA: Grand Prix, 2 x Gold / CLIO: Silver / D&AD: In Book / Spikes Asia: Gold, 2x Silver / New York Festivals: Silver / World Festival of Media: Gold / LIA: Silver / Gunn Report: Top 10 Creative Effectiveness
PSFK / CNN / LA Times / Observer / Paper Mag / Huffington Post / Conde Nast / GizModo / Complex / Sydney Morning Herald / Timeout / The Australian / Lostateminor / IBTimes / Artlyst / Ufunk / Pedestrian TV / Booooom / Desktop / Freshness / News.com.au / Luxuo / Telegraph UK / GlobalGrind / Straight / Vandalog / Yahoo / + Lots More
Elevator Music - Rennaisance Hotels
A platform where any touring band could stay free in a Rennaisance hotel so long as they recorded a video in the hotel elevator. View videos
ROLE: Creative Concept
PRESS: Billboard / PhilthyMag / Baller Status / Awolnation / StreetInsider
Who Gives a Crap LaunchA toilet paper CEO pledged to not get off the throne until he’d raised the $50K needed to launch his business.
ROLE: Concept, Creative, Comms Strategy
ACCOLADES: CommsCon: Grand Prix, Gold (2) / Cannes Lions: Finalist / The Effie: Finalist (2) / Spikes Asia: Finalist / MFA Awards: Gold / ADMA: Bronze / IndieGoGo: “Top 5 Global Crowdfunding Campaigns” / Bestadsontv: Best Interactive
All Australian TV News and Breakfast Shows / All Australian Drive Radio / Fast Company / Huffington Post / Mashable / Forbes / Wired / News.com.au / Herald Sun / Dumbofeather / MTV Act / Inhabitat / MNN / TheDoGood / SOMA / SMH, The Age, TFR other Print / + Many more
CarMax SuperBowl Ad
A Super Bowl ad that had a puppy version of it. One to run in the Super Bowl and one to run in the Puppy Bowl.
ROLE: Comms Strategy
ACCOLADES: 4MM+ views, 600MM Earned PR Impressions, 2nd highest spike in social mentions on Adobe Digital Index
Mashable / Good Morning America / Huffington Post / Forbes / FastCompany / Rolling Stone / The Washington Post / Business Insider / Just Jared / ABC News / Wall Street Journal / CNBC / BleacherReport / Fox13 / HollyWood Life / Chicago Tribune / LA Times / + More
Man Sized Problems - OXY
A pimple popping ad for a male only acne cream that was deemed “the most disgusting ad of all time.”
ROLE: Creative Concept, Creative Direction
ACCOLADES: ADMA Awards: Finalist / Creativity: Pick of The Day / Adweek: Ad of the day / Business Insider: “Most Disgusting Ad Of All Time” / Forbes: "When Disgusting is good Strategy" / Youtube Trending / 1MM+ plays in 3 days
Forbes / Buzzfeed / Jezebel / KROQ FM / MSN / DesignTaxi / Daily Motion / The Australian / Matt and Jo show (radio) / Capital FM breakfast UK (radio) / LiveLeak / StyleBistro / +More
Homesafely - TAC
A plaform where the public could send personalised road safety messages to their loved ones targeted to digital billboards on their commute and ads on their favourite radio stations.
ROLE: Co-Concept, Comms Strategy
ACCOLADES: One Show: Merit Award / Sirens: Best Campaign (Radio) 3 x Finalists / Creativity: Pick of the day / Best ads on TV: Best interactive
PRESS:ABC News (TV) / The Project (TV) / PSFK Lostateminor / FastCompany / Herald Sun / Osocio / Complex
Two Dots - Brand strategy Developed a brand strategy for the makers of hit game Dots, Two Dots and Dots & Co.
An on demand news aggregator prototype that helped lead to Digg’s Slack Bot. Read more...
Thanks Aunty A site that enabled festival goers to send a thank you note to the fictional festival Matriarch.Read more...
A site that counted and ranked the people who tweeted the most about South by South West Read more...
Instafalls A site that aggregated all the images hashtagged at Australia’s Falls Festival. Read more...
Zero in on a RenaultAn online promotion where users played a game of hotter or colder to find a hidden Renault car.
Speaking / Writing
Festival de Antigua I was asked to Speak at the Festival de Antigua in Guatemala on Engagement Planning to help “Viral” Ideas go “Viral.”
Adnews: Opinion “Why agencies should get into bed with startups”
Interview: The Planning Salon.
Adnews Opinion Engagification is Bullshit, the idea is not.