Making ideas work across every channel.
Taking a consistent campaign idea and shaping how it shows up across different channels, formats and audiences.
Farmlands Lifestyle Campaign
Taking Farmlands beyond its traditional farming audience with a campaign created for the rural lifestyle market. I developed the concept and rolled it out across channels, adapting the creative to connect with lifestyle customers while keeping the Farmlands brand consistent.
Create a campaign that connected with lifestyle block owners rather than Farmlands’ traditional farming audience, while still feeling recognisably part of the Farmlands brand.
Creative concept and campaign development, shoot planning, talent sourcing, storyboarding and shot planning, through to on-location art direction across photography and video, followed by multi-channel campaign rollout.
The campaign delivered 6.45M digital impressions, 567K+ video views and $5.94M in cash customer sales, demonstrating strong engagement with the lifestyle audience.
Twiice Cups Campaign
An eye-catching, on-trend campaign designed to drive travellers into Christchurch Airport’s food and beverage outlets as passenger numbers recovered following Covid restrictions.
Create a campaign that would cut through, capture travellers’ attention and help drive spend across the terminal’s food and beverage outlets during a period of lower passenger numbers.
Developed the campaign concept and visual direction, art directing the photography and shaping the creative across social, eDM, print and digital screens.
A high-impact campaign that built visibility and buzz around the terminal food and beverage offer during a challenging period of lower traveller numbers.
eDM Platform Migration
Supporting Farmlands’ move from Adobe Campaign to Iterable - a more flexible, scalable platform delivering around $80K in annual savings - by leading the creative development of the new eDM system.
Build a flexible eDM design system for the new platform that could bring the evolved brand to life consistently across different campaigns, content and audiences.
Led the creative transition to Iterable, developing the master template system and brand application, working directly with developers through build and testing, and creating guidelines for ongoing use.
A scalable eDM system that simplifies and streamlines production, enables multiple team members to create campaigns, and delivers greater consistency across digital communications.