Growing up, I always wanted to be a poet.
But then I stumbled across copywriting and realised it could give me two things poetry couldn't: a steady paycheck and the all-important, terrifying, motivating deadline.
So now, as a corporate poet, I'm driven by the same thing as Wordsworth, Dickinson or Banjo: Empathy.
Empathy for clients, colleagues, and the people whose lives we're interrupting with our client's massage.
For Mastercard, it has meant understanding the impact that being a ballkid can have on young tennis fans who use wheelchairs, and giving one of the greats a new appreciation for blind and low-vision players.
It was understanding the depth of Stranger Things and Squid Game fandom for Netflix.
Knowing how hard it is to apply for scholarships, how much it takes to stand up for your Pride, and what it’s like dating in the age of apps.
Empathy is feeling the terror of being swooped by a magpie (and seeing your device hit the deck).
It’s recognising that authoritative skin cancer messages won’t cut through on TikTok, and the joy of just being part of it for Supercars fans.
Empathy guides everything I do.
I’m currently empathising with the good people at TBWA Sydney.
Copywriter based in Sydney, Australia
+61 438 492 152
One Show - 2024
Design for Good Bronze
One Show - 2024
New Ideas in Design Merit
ANDY Awards - 2023
Craft Gold
Webby Awards - 2023
Best Event Activation Winner
Webby Awards - 2023
Best Event Activation People’s Voice
Webby Awards - 2023
Real-Time Response Winner
Webby Awards - 2023
Real-Time Response People’s Voice
Webby Awards - 2023
Experience Marketing Winner
Webby Awards - 2023
Experience Marketing People’s Voice
Webby Awards - 2023
Installation or Experience Winner
Webby Awards - 2023
Installation or Experience People’s Voice
Webby Awards - 2023
Events & Live Streams Winner
Cannes Lions - 2023
Brand Experience & Activation Shortlist
Cannes Lions - 2023
Media Shortlist
AWARD Awards - 2023
Purpose: Social Campaign Finalist
AWARD Awards - 2023
Creative Strategy Finalist
AWARD Awards - 2023
Craft: Poster Art Direction Finalist
AWARD Awards - 2023
Craft: Portrait Photography Finalist
PR Awards Asia - 2023
Best Brand Partnership Gold
PR Awards Asia - 2023
Best Media Relations Bronze
PR Awards Asia - 2023
Best CSR Shortlist
One Show - 2023
Experiential & Immersive Merit
Shorty Awards - 2023
Event and Experiential Shortlist
Mumbrella Awards - 2023
PR-led Content Creation Shortlist
Mumbrella Awards - 2023
Best PR-led Brand Partnership Shortlist x2
Mumbrella Awards - 2023
Corporate Social Responsibility Shortlist
ARIA Awards - 2023
Best Use of an Australian Recording Nominee
TBWA - 2023
Creative of the Year
Clio Awards - 2022
Innovation in Entertainment Grand
Clio Awards - 2022
Entertainment OOH Gold
Adweek 30 Best Ads of 2022
One Show - 2022
Brand Installations Shortlist
AdNews AOTY Awards - 2022
Best use of Content Winner
Mumbrella Awards - 2022
Experiential Marketing Finalist
Mumbrella Awards - 2022
Real-Time Marketing Finalist
B&T Awards - 2022
Best OOH Campaign Finalist
B&T Awards - 2022
Best PR Campaign Finalist
Snapchat Creative Council - 2021 Winner
New York Festivals - 2020
Direct & Collateral Bronze
New York Festivals - 2020
Activation & Engagement Finalist
New York Festivals - 2020
Avant-Garde/Innovative Finalist
Caples Awards - 2020
Branded Content Bronze
Caples Awards - 2020
Digital B to C Bronze
Caples Awards - 2020
Innovation Finalist
Caples Awards - 2020
Mobile Finalist
Caples Awards - 2020
PR Finalist
Ad Stars - 2020
Use of Social for Mobile Finalist
Ad Stars - 2020
Data Insights Finalist
Ad Stars - 2020
Use of Direct Marketing Finalist
Ad Stars - 2020
National Brands Finalist
Gerety Awards - 2020
Media Cut Bronze
Spikes - 2019
Brand Experience & Activation Finalist
MADC - 2019
Best in Social
Rare with Google - 2019
Delegate
Ogilvy - 2017
Rookie of the Year Award
D&AD - 2015
New Blood Workshop Winner