British Army

Integrated Advertising

Recruitment driving is a key communication strategy of the British Army. With its highly segmented approach to the target audience, the Army Jobs campaign raised recruit numbers by 200%. Also included here is Army Camouflage, a campaign to increase dialogue with 13 to 17 year olds, and Army Fit, a registration driving project.

Website: 1, 2, 3 | Banner

Highpoint Shopping Centre

Brand Campaign

Highpoint Shopping Centre is situated in Melbourne’s inner West where, due to past misadventures, it enjoys the unfortunate nickname of Knifepoint. Little wonder then why a brand campaign was urgently needed to change people’s perceptions of the Centre. If nothing else I like to think the following campaign had cut through.

Print: 1, 2, 3, 4, 5, 6, 7

Smart Water Packaging

It’s no secret that carbonated drinks are losing
their fizz in the market. In their place now sits the product category of Smart Water – nutrient and flavour enhanced water that typically speaks in
an irreverent language to its hedonistic audience.
Here is Spring Valley’s addition, and my
copywriting contribution.  

Packaging: 1, 2, 3, 4

Brand Launch

In elite sport, firsts are measured in seconds.
The phenomenal growth of compression products in the sportswear category is testament to this.
The following campaign helped launch the premium brand 2XU into the mass market and expose the main competitor Skins as a second-rate product.


Poster | Press | POS: 1, 2 |
Concept 2: 1, 2, 3, 4, 5