Copywriting | Art Direction | Concept | Production | Creative Direction
THE EPIC STORY OF A UNIQUELY EPIC JOURNEY
Some universities focus on the four-year school experience of campus life, others focus on the real-world outcomes and opportunities created by earning a degree at their institution. Queensland University of Technology has been leaning into the latter for more than ten years by showcasing graduate success stories.
QUT engineering graduate James Tilbury was unique in that, not only was he a Rhodes Scholar destined for Oxford after graduation, but in the time between QUT and Oxford, he was working for Care Cambodia in Phnom Penh. The challenge was to show both experiences, explain their context and still focus on James and his journey as facilitated by QUT – all in under 60 seconds.
The resulting spot was shot over two weeks in Cambodia and Oxford and offered one of the more diverse and inspirational chapters in the on-going “University for the real world” campaign.
BRINGING COUNTRY FRESH TASTE TO THE BIG SMOKE
The campaign for the product launch of the Hans Country Fresh Premium Leg Ham range started with the most logical starting point, the name. But what really brought it to life was an off-hand insight from the client – that the ham had a texture and taste so authentic that, “the only way to beat it would be to go straight to the farmer.”
The resulting campaign line of “You don’t have to go to the country to get Country Fresh taste” led perfectly into the creative execution featuring “city folk” who’d mistakenly wandered into a laconic farmer's cow paddock looking for “Country Fresh” taste. From there, hilarity ensued.
The television commercial and print campaign ran concurrent to product launches in Coles and Woolies, with point-of-sale and in-store taste testing also helping to make it one of Hans’ most successful new product launches.
I’ve done hundreds of TV spots, videos and radio productions. Here’s a sampling of some of the commercials and brands I’ve worked on.