D&Ad Shift Sydney 2023
D&Ad Shift is a free, industry-led night school that opens doors to the creative industries for self-taught talent. Selected for the 2023 Sydney program, I spent several months working alongside industry professionals on live briefs for global brands — bringing my 20 years of production experience into a fast-moving, ideas-first creative environment.
The result was two campaign concepts that pushed me well outside my comfort zone and confirmed that the best creative work happens when different perspectives are in the room.
adidas
Church of Alternative
Brand strategy, Visual identity, Event design, Fashion design
People within alternative subcultures want sportswear that reflects their identity. No major sports brand had spoken to them directly. The Church of Alternative Sport gives these communities an inclusive space to exercise their demons, on their own terms.
generated is not genuine
Experiential marketing
Increase Google Pixel sales among Gen Z consumers in an era where AI generated imagery is becoming indistinguishable from real photography. Rather than compete with AI on technical grounds, lean into what AI can never replicate, genuine human moments and the stories behind them.
