The Warehouse
Kiwi. Value.
A bit of noise.
Leading the people and the creative, from the atmosphere inside the studio to the work that made it into the wild.
MY ROLE
Creative leadership and internal change; campaign strategy, concepts, art direction, casting and production leadership
01 / BEHIND THE WORK / CREATIVE LEADERSHIP
A safe place for
creatives to thrive.
Leading through change meant creating a place where creatives felt safe to do good work. I supported the team with clear direction, trust and room to explore.
The work behind the work: helping people navigate change, building collaboration and making space for ideas and creative confidence to grow.
02 / INTO THE WILD / BACK TO SCHOOL
The chaos.
The excitement.
The school list.
I led Back to School end to end, from strategy and concept through studio direction, talent casting and asset production.
The creative balanced what the season feels like for parents and kids: energetic, a little chaotic and full of possibility. Bold colour and value-led messaging connected the campaign across retail, digital, social and out of home.
03 / PHOTOGRAPHY & VISUAL DIRECTION
Everyday products.
A stronger point of view.
I evolved the seasonal photography direction through brighter colour, fresh compositions, movement and more diverse talent.
The brief was to give The Big Red Shed a more expressive, contemporary feel while keeping everyday value and recognisability at the centre.
GOT SOMETHING TO WORK THROUGH?