Art Direction is about distilling information into a single-minded idea and then really pushing it to achieve results. It's about using technology effectively because the audience now has more control over what they engage in. It's about inspiring clever people including illustrators, animators, photographers, retouchers and web architects, to collaborate in ways that really evolve the core thinking. That’s what I love about it. It's about collaboration and passion and that's why I love it. After 20 years as an Art Director, god knows how many theme park rides, speeding and seat belt messages, Nike shoes, smiley eggs, 'Real World' university messages, developers brands, milk brands, wine labels, Kraft dairy products, Eagle Boys pizzas, Audi's, Toyota's, Resorts, and electrical product brands I've sold! Right now, I’m as passionate about perfecting my art as the day I started.

2. BIG CAMPAIGN IDEAS
PROJECT CONCEPTS
FINISHED MAC LAYOUTS
PENCIL AND PEN SCAMPS
STORYBOARDS
FREELANCE ART DIRECTION
FREELANCE DESIGN
BRAND STRATEGY
CORPORATE & VISUAL ID
BRAND STANDARDS GUIDES
PHOTO RETOUCHING
LAYOUT & DESIGN

3. THE WORK

4. THE BIG IDEA: POOLWORX TAKE AS MUCH CARE WITH
YOUR POOL CLEANING MAINTENANCE AS YOU DO ON
THE INSIDE OF YOUR HOME. THE SUPPORTING TRUTH:
POOLWORX OFFER A POOL MAINTENANCE CLEAN AT A
FIXED PRICE, WHICH IS A FAR MORE COST EFFECTIVE
POOLWORX SOLUTION THAN WAITING FOR YOUR POOL TO GO GREEN.
MAINTAINANCE CAMPAIGN
ART DIRECTING USING HAND SIGNALS WASN’T EASY,
BUT THANKS TO ERIK WILLIAMSON (PHOTOGRAPHER) FOR
HELPING TO BRING THIS IDEA TO LIFE.

6. THE BIG IDEA: NOT ALL EGGS ARE THE SAME. ONLY SUNNY
QUEEN EGGS PROMOTE A SUNNY QUEEN SMILE.
THE SUPPORTING TRUTH: EGGS INSPIRE A WORLD OF LIFE,
ENERGY, HEALTHY IMAGINATIONS AND FUN.
SUNNY QUEEN FARMS
RE IGNITE BRAND
SUNNY QUEEN WORKED OUT A GENIUS WAY OF PRINTING
A SMILE ON EVERY EGG. PART OF THE CAMPAIGN ROLLOUT
WAS AN INTERACTIVE GAME AND COLLECTOR CARD SERIES
WHICH MY KIDS GAVE THE THUMBS UP. CHECK IT OUT.
AWARDED A CRYSTAL EGG FOR MARKETING EXCELLENCE.
TWO GOLD AWARDS IN THE MARKETING EFFECTIVENESS
AWARDS HELD IN NEW YORK, AND MORE AT BAD.

8. THE BIG IDEA: IF ONLY TRADES PEOPLE HAD SOME KIND OF
SIGN TO WARN THEM OF OVERHEAD POWER LINES.
THE SUPPORTING TRUTH POWER LINES AREN’T ALWAYS
ENERGEX VISIBLE TO TRADES PEOPLE FOCUSED ON THEIR JOB.
DRIVER AND WORKPLACE SAFETY
THANKS TO SKEET BOOTH FOR THE SHOT, AND A REALLY
LONG EXTENSION CORD, WE WERE ABLE TO ILLUMINATE THE
POTENTIAL DANGERS ASSOCIATED WITH WORKPLACE AND
DRIVER SAFETY.

10. THE BIG IDEA: IMAGINE WHAT BORED YOUNG TEENAGERS
MIGHT DO IF THEY WERE STUCK AT HOME ON HOLIDAYS.
THE BRIEF: DREAMWORLD HAD NO NEW BIG ATTRACTIONS
TO OFFER TEENS OVER THE HOLIDAYS.
DREAMWORLD THE GIANT DROP AND TOWER OF TERROR
WEREN’T NEW ANY MORE. WE NEEDED
RELAUNCH TO GIVE TEENS A REASON TO RETURN.
THIS CAMPAIGN WAS INITIALLY PRESENTED AS PART OF
A PITCH WHICH RETAINED THE DREAMWORLD BUSINESS.
REFRESH INCLUDED A NEW 3D & 2D LOGO AND VISUAL ID.

12. THE BIG IDEA: QUT IS A UNIVERSITY FOR THE REAL WORLD,
WITH TEACHERS (HAVING REAL WORLD EXPERIENCE)
GIVING GRADUATES CONFIDENCE TO TAKE ON THE WORLD.
THE INSIGHT: GRADUATES ARE INDIVIDUALS, WITH GLOBAL
QUT ASPIRATIONS, MANY TRAVELLING WHEN LEAVING UNI.
GRADUATE SUCCESS
FROM KICKING BUTT AT MICROSOFT, TO HITTING GOLF
BALLS OFF CITY BUILDINGS, MANY REAL STUDENTS
PARTICIPATED IN THE MAKING OF MANY FAKE TVC’S,
MICROSITES AND PRESS... NOT REALLY. THE CAMPAIGN
WON GLOBAL AND LOCAL AWARD RECOGNITION.