COLLECTIVE HUB
I was one of the founding team members of COLLECTIVE HUB, across 32 issues, 20+ products, 10+ conferences into 37 markets. Key highlights include working with talent Anne Hathaway, Olivia Munn, Richard Branson, Anna Kendrick & more. I was also a finalist for the Mumbrella Publish Awards 2015 for Designer of the Year.
URBAN WEEKENDER, PRESENTED BY AMERICAN EXPRESS
During my time at Urban List, I worked with multiple brands on creating high impact content & experience campaigns. To increase brand sentiment during Shop Small month, Urban List tapped into the ultimate millennial passion point to position American Express as the perfect accomplice. Urban Weekender was designed as a weekend of special offers activated within 60+ American Express SME venues, rewarding existing cardholders & encouraging new sign-ups. We delivered +35% above target for new customer acquisition.
JAGUAR x URBAN LIST E-PACE HUNT
To launch the Jaguar E-Pace model, Urban List launched a nation-wide scavenger hunt led by a Jaguar-branded chat bot. Secret locations included pop-up restaurants and masterclasses, designed exclusively for the hunt. At each point, participants unlocked exclusive offers and prizes powered by Jaguar. The campaign drove +55% above target new sign-ups for Jaguar.
URBAN LIST - STRATEGIC INSIGHTS PLATFORM
Urban List has the largest & most highly engaged audiences in independent media publishing across Australia and New Zealand. To leverage this audience, we launched a strategic insights platform for branded partners to uncover local research amongst Gen Z and Millennial consumers. Launch partners included Coca Cola, IMG, ANZ and Destination NSW.
GENERAL PANTS BRAND REPOSITIONING - LED BY NONE
Underpinned by General Pants’ largest consumer research project with 10,000+ 16-24 year-olds, we identified market share opportunities, prompting the repositioning of General Pants. ‘LED BY NONE’ was concepted to celebrate a world with no boundaries. Since 2019, we’ve taken ‘LED BY NONE’ to market each year via a major 360 campaign.
RE:GEN, PRESENTED BY LEVI’S
A content platform dedicated to pushing the conversation forward. Covering topics such as mental health, body confidence & sustainability, RE:GEN was produced for GP’s launch partner LEVI’S. The platform generated a 92%+ increase in traffic for LEVI’S during launch month & lifted sales by 40% in the campaign period.
#NOFILTER
The first unretouched General Pants campaign empowering the community to embrace realness. The campaign drove the highest engagement & user generated content, achieving 65%+ increase in swim sales & 15M+ impressions during the campaign period.
GET IN OUR PANTS NZ
To launch General Pants in the New Zealand market, we created ‘GET IN OUR PANTS’. The guerrilla style campaign activated across Auckland, Wellington & Christchurch with a high impact denim takeover of each location. The campaign was also brought to life across organic channels & paid media, achieving 3M+ local impressions in launch week.
AMAG
To launch Abrand Jeans into GP, we needed a concept that would cut through the clutter & drive market share. At the time, Australian magazines were announcing their closure, creating a unique white space. Created for Gen Z by Gen Z, AMAG was born. Bringing together 6 strangers to guest edit, AMAG reimagined the traditional mag & the unique ways to consume each page. Launched across TikTok, LEDS, street posters & a unique in-store execution, the community could discover & piece together AMAG. The campaign achieved a 56%+ increase in Abrand sales during the campaign period & generated 20M+ impressions.
STAY BOLD
An always-on campaign placing the conversation on mental health at the heart of youth culture. STAY BOLD combines interviews and community initiatives, designed to raise awareness for the Black Dog Institute, a key partner for General Pants. Via STAY BOLD, we achieved our largest fundraising effort on record.
THE CULT OF DENIM
To celebrate General Pants’ seasonal denim campaign, we hijacked a trending pop culture fascination with cults, and launched The Cult of Denim. Inspired by the concept: denim is our religion, we took visual cues from ‘70s cults to create brand stories that spoke to a unique commandment. The campaign was rolled out across in-store, digital, OOH and street posters, paid media and influencer content. The campaign delivered 10M+ impressions in the first 3 days, and achieved a 35%+ increase in denim sales in the campaign period.
#GPCREATORS
The launch of the General Pants Creator Network with 1000+ creators across Australia & New Zealand. The network is designed to drive community influence via authentic, personalised content.
LIVE@ SERIES
The launch of a content series for General Pants, covering live gigs. The idea developed into LIVE@HOME during lockdown in 2020, with key artists performing live gigs from their living room. Artists included Hayden James, Bag Raiders, Close Counters, Jade Le Flay, KLP, Crocadylus, Dulcie and Woodes. The series developed into a sponsorship opportunity for brands including Doc Martens, Ksubi & Converse.
LIVE x THE FASHION INSTITUTE
It began as a 4-year collaboration with The Fashion Institute, under The Advanced Digital & Content Marketing Course.
I created, directed & taught the 24 subject course, including content ideation, creator marketing, art direction, graphic design, digital performance & more. The course saw 200+ students complete & graduate. Each term, LIVE invited a panel of guest speakers to talk all things career.
