About.

I started out as a graphic designer in the early 90s. It was a remarkable time to be starting a career in design and visual communication. I learned my craft with traditional tools like copy cameras, bromides and film – while absorbing everything I could about the incredible new world of desktop publishing – laying the foundations for a career in design, branding and marketing.

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I naturally found myself drawn to 'multimedia', which evolved into 'interactive' and finally 'digital'. I applied my traditional design skills to the new online publishing tools – Macromedia Director + Flash – and I spent a lot of time on a design forum called Australian InFront where I met a guy called Ash Ringrose.

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Ash & I ultimately became partners in a digital agency called Soap Creative, operating from 2002 till 2018. We built the agency to 50 employees and specialised in digital campaigns, advergames and experiential activations. Some of our clients included 20th Century Fox, Pepsi, Toyota, ING Direct, Cancer Institute NSW, V Energy and Xbox. 

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The energy and passion we cultivated at Soap was a force. We won many awards and took out the 'AdNews Digital Agency Of The Year' a record 4 times. But the awards we cherished the most were our 'Employer Of The Year' gongs, because it was always about the people and the culture at Soap.

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In 2018 after Soap was acquired by the Dentsu network, Soap merged with Isobar where I became the Executive Creative Director for 4 years. I loved my time at Isobar and the culture and dedication to craft was equal to what we'd built at Soap. It was a great fit.

 

I've always loved producing work that sits at the intersection of art, design and technology. And I've always had a strong desire to make projects which are playful, sticky, memorable and lovingly handcrafted – whether it's a big through-the-line campaign or a single social post. I've always been very 'hands on' and never lost my zeal for getting on the tools.

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In July 2021 when the Isobar brand was retired by Dentsu, and become Merkle, things were different, it was the right time for a change.

I'm available for freelance work as a creative thinker, brand builder, image maker, designer, illustrator, dreamer and do-er.