Working with Melbourne digital agency AKQA, I was hired to produce a body of content for NAB's 'Life Moments' series, specifically the Divorce and Unemployment/Redundancy sections. Using data and social findings gathered from AKQA's customer research, I was able to identify the most popular queries, and translate NAB's technical advice into simple, conversational content. I worked closely with both the agency's and NAB's editoral teams to produce content they were satisfied met the strict brand guidelines, whilst also appealing to the wider audience.
NAB Life Moments: Divorce
NAB Life Moments: Unemployment/ Redundancy
Eventbrite is the world's largest event technology platform. Created and based in Silicon Valley, Eventbrite has been in Australia for just over five years, and finds itself being used in over 180 countries around the world, I work with Eventbrite as a content writer and strategist with their Asia-Pacific team based out of Melbourne, producing educative articles, white papers, case studies, and seeking editorial opportunities.
Time Out Australia
Time Out is an international magazine that has publications in 107 cities worldwide. Since 1968 they have been the go-to guide for information on travel, food, and entertainment, with almost 40 million readers monthly across their online and print channels.
I contribute as a restaurant and bar reviewer for Time Out here in Melbourne.
SBS is one of Australia's leading news and lifestyle networks, broadcasting across television, radio, and online.
In 2015 I joined the Mamamia team as a senior features editor. One of Australia's largest women's networks, Mamamia has a loyal readership of over 4 million people, covering everything from news, current events, celebrity, beauty, wellbeing, and parenting.
The Footnotes is an Australian online publication geared towards high school students and school-leavers, with a particular focus on young women making career decisions. I am a regular contributor in their lifestyle vertical.
ODDA is a fashion, art, and music magazine released biannually. With offices around Europe, the magazine features high-profile collaborations with designers, celebrities, artists, musicians, and more. It is distributed internationally, with 10,000 copies per issue circulating worldwide.
I have worked with the team on both Issue 10 and the upcoming Issue 11. My work to date includes interviews with Helena Christensen, Philippe Starck, Massimo Giorgetti, Alexander Wang and Riccardo Tisci, as well as several creative features such as my obituary for the late and great David Bowie.
'Interview with Helena Christensen', click to view here.
'Interview with Geri Halliwell', click to view here.
'Interview with Alexander Wang', click to view here.
'In memory of David Bowie', click to view here.
The Silver Chef Group
One of my primary clients is the B CORP certified Silver Chef Group, which houses both hospitality funding lender Silver Chef, and vehicle and equipment finance solution Go Getta.
Working with their marketing director, I produce both in-house and customer facing content. This includes blog stories, case studies, interviews with clients, industry white papers, original eBooks, and their annual HISI report.
'The Fermentation Fad" - click to view here.
The Property Addict
I am a regular contributor to The Property Addict, an online luxury property and interior design publication. The lifestyle arm of leading Australian property news website, 'The MP Report', The Property Addict profiles high end residences, design news, and luxury living.
House With No Steps
In February 2016, I collaborated with Social Ventures Australia and a selection of futurism experts to facilitate a workshop for disability not-for-profit organisation 'House With No Steps'. Hosting a group of ten, I led the team to explore possibilities of future scenarios - both industry specific and not - and the resulting strategic risk assessment for the company.
The study of futurism is not to answer questions, but to ask questions. Relevancy, purpose, and working structure are all serious considerations for both corporations and individuals in our fast-moving future. Managing these intensely complicated strategies and solutions is achieved through storytelling.
My anthropological studies and keen passion for creative narrative mean that I act, in effect, as a translator between 'thinkers' and 'doers' - an increasingly crucial role in strategy & forward planning with great companies like HWNS. If you are interested in a similar project, please contact me privately for more information.
I am a regular contributor to Medibank's beautiful online and print magazine, 'Be'. With a strong health and fitness focus, I have done everything from make mozzarella to act as a guinea pig for new fitness trends for the magazine.
You can read some of my articles here.
Working with the Strategic Risk team in Sydney and Melbourne, I consulted on a recurring project exploring futurism through creative narrative. My role was to craft ten future narratives with content produced from a two day workshop involving members from across the organisation.
I worked for 5 weeks with both Suncorp internal staff and futurism experts who specialised in the field of scenario planning and strategic risk. The creative outfit was then passed on to senior executives who used it as a base for their future planning.
A challenging but thought provoking project, it gave me the exciting opportunity to shape and craft a variety of creative projections into succinct, engaging, and thought-provoking material.
Clique Marketing is a full service, freelance marketing agency. Working with CEO Dominika Gac, I act at Content Director across a combination of long-term retainer clients, and short-term projects. Generally operating in a strategy capacity, my offering is grounded in branding, creative content, and online content opportunities. Clients to date include Lexus, Toyota, AreteX, and Waterview Events.
Through digital agency Digilante, I have enjoyed a variety of copywriting and online strategy projects, with my clients to date including American Express, Prospa, Flexirent, QCU and Suburu.
Working with founder and CEO Justine Fenyes, I managed the content for the launch of boutique recruitment agency Beckon in March of 2015. Focusing on the creative industries such as Advertising and Digital, Beckon needed a bright yet professional brand image. I managed the creation and implementation of the Beckon website content, social media set up, content strategy & planning, and PR releases.
Visit the Beckon Recruitment website, here.
Medibank 'Between The Lines' Campaign
In conjunction with the 2015 Australian Open, Medibank launched the 'Between The Lines' campaign. The campaign was focused around the private stories that occur between mixed-double tennis couples - friendship, adversity, and success. Tracking three rounds of competition, the narrative followed hundreds of tennis hopefuls around the country to the winning two - who would play against world champions in the Australian Open. My role in the project was managing the players, filming interviews, writing website copy, managing all online content and scripting/directing the final videos.
You can view the full campaign, here.
Medibank 'The First Time' Campaign
In late 2014, Medibank sent four Australian media + entertainment personalities off on the 21km Melbourne Marathon after just four weeks of training. As project manager for this campaign, I sourced the wonderful talent, oversaw all content production (acting as the sole copywriter, managing video production, and implementing the social media strategy) as we condensed down four weeks of writing, filming, and training into a single campaign release.
You can see the full project, here.
And the final release video, here.
"I’m Sorry I’m Not French Enough."
When I was eight years old, I drew a birds-eye-view picture of Paris.
The whole city was mapped out in that burnt orange coloured texta colour,
the one usually reserved for drawing tanned people and loaves of bread.