Yes that’s me! Sometimes to get the idea across, you simply have to demonstrate it. We knew that one of the benefits to Transitions lenses was less “squinting” outdoors. But what did this mean to an image conscious audience?

Transitions lenses are extremely practical - but not cool. So we decided to highlight the negatives of life without glare reducing optical lenses, and appeal to the wearer’s innate sense of vanity. Let’s face it - “squinting” in harsh light is not a good look!

It takes a brave client to commit to a campaign of “not-so-attractive” looking faces to help increase awareness of their product. And it takes a brave lady to pull a face like this for the camera! Thank you Jan, and thanks again to photographer Richard Lyons.

A fabulous location to display a great series of portraits of “squinty” people.

A series of billboards on country roads calling out poor driving behaviours. Not only are they well received by the locals, they also made headlines internationally, as tourists stopped and had their photos taken in front to share with family and friends back home.

The campaign invited young men and women in regional South Australia to share the message and take pride in caring for each other on the road.

These billboards literally spoke to passing drivers using names like "‘Honey Buns’” and “Schnookums” to signify that, despite their rough-hewn exteriors, men in the country honestly care for one another.

Another favourite early image where we wrapped a mobile phone around a Stobie (telegraph) pole to represent what could happen if you text and drive.

As part of a broader You can live without it’ campaign, writer Jeremy Egerton and I designed an installation that appeared in carparks of major supermarkets. Hundreds of otherwise busy shoppers were stopped in their tracks when they saw a crashed car with an incomplete text bubble across its shattered screen. Sobering statistics were stencilled onto the ground around it.

A series of bus rears featured unfinished text messages within shattered text bubbles- highlighting the dangers of driving while distracted.

As sponsors of AFL and SANFL football teams - the MAC connected with a huge sports audience. Using sporting turns-of-phrase and popular players from all teams - our simple message called for change.

Great moody images shot by Ian Routledge!

Despite appearances, none of these players were in the room together at the same time. A great exercise in digital composition with the help of Paul Munzberg.

A simple billboard to demonstrate that two things do not belong together - using your mobile phone - and driving.

This brief was to explain to office workers and students that Suimin Noodles taste so authentic, they are like having an Asian Take-away in your pantry. This is my sketch that sold the idea to our client.

This was the first ‘season’ of the Gamechanger campaign. We used football heroes who are normally sworn enemies ‘on the field’ to stand together as advocates for safer driving. Powerful portraits by photographer Steven Laxton. Of course they weren’t all shot together - so some careful post work completed the picture.

The completed fit out transformed an otherwise boring Bus Shelter into a Thai temple - with an Asian chef offering up a bowl of steaming noodles.

BYO chopsticks!

The initial concept for this campaign - where the idea was to illustrate simple preventative actions creating a ‘tick’ shape. Each action ‘ticked’ off by those living in bushfire prone areas would mean they were “one step closer to surviving a bushfire”.

Not all fast food is bad. Oporto wanted to highlight the “made fresh” aspect to their chicken and burgers and connect with an audience who see themselves as “foodies” and are socially savvy. (Here’s the concept sketch).

And here’s the final poster!

A quick headline I wrote as a call-to-action for Open Day.

Part of a fast turn-around promotion, this sign sits outside the prize home.