I’ve always loved being out there in the real world so it’s no surprise my work does too.
I used to switch between slinging coffees and driving forklifts in the same day because I so desperately wanted to feel everything in front of me. It felt there for the taking: faraway countries, cross-country drives, late nights, early mornings, all of it. Life looks a little different now. Rather than chasing my own worldly experiences, I’m now an art director obsessed with creating them for others. Because just as a smile from your favourite person makes your heart swell, a well-written script can make you fall in love with someone who doesn’t exist. You can feel heat and energy to rival the sun pulsing from a vibrant tri-colour layout. Or find yourself lost in forgotten moments while hearing a simple tune.
I used to switch between slinging coffees and driving forklifts in the same day because I so desperately wanted to feel everything in front of me. It felt there for the taking: faraway countries, cross-country drives, late nights, early mornings, all of it. Life looks a little different now. Rather than chasing my own worldly experiences, I’m now an art director obsessed with creating them for others. Because just as a smile from your favourite person makes your heart swell, a well-written script can make you fall in love with someone who doesn’t exist. You can feel heat and energy to rival the sun pulsing from a vibrant tri-colour layout. Or find yourself lost in forgotten moments while hearing a simple tune.
I always want my work to leave the boardroom and light up the person it was made for, whether I’m drawing AWARD School winning scamps or rolling out million-dollar brand platforms. But to make real people feel anything, you’ve got to know what actually matters to them.
I always want my work to leave the boardroom and light up the person it was made for, whether I’m drawing AWARD School winning scamps or rolling out million-dollar brand platforms. But to make real people feel anything, you’ve got to know what actually matters to them. I go beyond the fragments captured in a target audience summary and talk to whole people, landing ideas that are resonant and unexpected. I’ll push past the line that works but doesn’t give you chills, I’ll kern type letter by letter, I’ll even borrow my mate’s custom sticker printer if we can’t get our campaign stamps made within budget. That’s clearly still a sensitive one. But anything that’ll help the work connect when it reaches the big wide world out there, I’ll make happen.
I go beyond the fragments captured in a target audience summary and talk to whole people, landing ideas that are resonant and unexpected. I’ll push past the line that works but doesn’t give you chills, I’ll kern type letter by letter, I’ll even borrow my mate’s custom sticker printer if we can’t get our campaign stamps made within budget. That’s clearly still a sensitive one. But anything that’ll help the work connect when it reaches the big wide world out there, I’ll make happen.
Knowing what matters doesn’t stop at the work either. It’s getting the work out the door and having fun with the people you do it with. It’s turning up for others, like mentoring the next generation with Youngbloods and teaching emerging creatives through AWARD School and JumpStart. It’s listening and learning and finding something to be grateful for in each and every day. It sure is a lot. But when it all comes together, this creativity gig becomes something powerful. Something that can change lives and worldviews. Something real. Creativity that's felt in the real world… it's what I'm all about.
Knowing what matters doesn’t stop at the work either. It’s getting the work out the door and having fun with the people you do it with. It’s turning up for others, like mentoring the next generation with Youngbloods and teaching emerging creatives through AWARD School and JumpStart. It’s listening and learning and finding something to be grateful for in each and every day. It sure is a lot. But when it all comes together, this creativity gig becomes something powerful. Something that can change lives and worldviews. Something real. Creativity that's felt in the real world… it's what I'm all about.
Knowing what matters doesn’t stop at the work either. It’s getting the work out the door and having fun with the people you do it with. It’s turning up for others, like mentoring the next generation with Youngbloods and teaching emerging creatives through AWARD School and JumpStart. It’s listening and learning and finding something to be grateful for in each and every day. It sure is a lot. But when it all comes together, this creativity gig becomes something powerful. Something that can change lives and worldviews. Something real. Creativity that's felt in the real world… it's what I'm all about.
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