CHRISTMAS DISCOUNT EVENT. The first in a series of Christmas discount events. Launched at the start of November, the creative was ramped up to be increasingly festive as Christmas approached. The colour and pattern switched up each event to ensure cut through in the busy retail environment. Client: Farmers Department Store. Role: Art Director. TVC animation: The Workshop.

RED HOT RED DOT. The Red Dot Sale is an enduring kiwi favourite and has been hugely successful for many years. My brief was to create a name and lockup for a new sale to encourage customers to hurry instore to get first pick of Red Dot Clearance items. Client: Farmers Department Store. Role: Art Director. TVC animation: The Workshop.

DISCOUNT EVENT CREATIVE. A new look and feel for a series of discount events. We filmed talent interacting with the giant sale letters on a green screen so we could change colours and reuse the creative for multiple sales. Role: Art Director. TVC: The Workshop.

CHRISTMAS TOY SALE CAMPAIGN. My brief was to create a magical scene that tied in with the Christmas brand TVC. Client: Farmers. Role: Art Director.

SUMMER OF LOVE CAMPAIGN. A summer catalogue featuring beauty, lingerie and small appliances in the lead up to Valentine’s Day. Client: Farmers. Role: Art Director.

BEAUTY CAMPAIGNS. These catalogues are distributed to close to a million letterboxes around New Zealand to help drive sales in the fast-moving beauty category. My role included creative concepting, researching current beauty trends, selecting talent, briefing the photographer, makeup artist and retoucher. I art directed and wrote copy for the campaigns, overseeing a team of mac operators, digital designers, retouchers, a stylist and product photographer, These campaigns also included social posts, web panels, EDMs, microsites, instore point of sale advertising, magazine advertising and direct mail.