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Hillary Clinton - Role Models


A seminal spot for Hillary Clinton's 2016 Presidential Campaign

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Hillary Clinton - Role Models


A seminal spot for Hillary Clinton's 2016 Presidential Campaign

 

I was given the opportunity to write a spot for Hillary Clinton's Presidential campaign.

So I wrote it through the eyes of the people this election would affect the most. Children. 

The spot has been viewed more than 20 million times online, was broadcast to hundreds of millions of Americans nationwide and was debated by every major news network and media organisation in the country. It forced Trump to defend himself in his first speech after its release and was used as the template for Michelle Obama's incredible speech at the Democratic National convention. 

 

"Wow, this is perhaps the best political ad I've ever seen.  So simple and powerful and clear."

 

"Michelle Obama's Speech Echoes Hillary Clinton Campaign Ad"

 

"My wife and I caught this ad on tv the other day. We sat there, slack-jawed, unable to say anything the entire time. When it ended, all we could mutter was "holy shit"."

 

"Could Clinton’s ‘Role Models’ Spot Be as Historic as ‘Morning in America’?"

 

 

 

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Amnesty Unblocker


An award-winning digital campaign for World Day Against Cyber Censorship.

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Amnesty Unblocker


An award-winning digital campaign for World Day Against Cyber Censorship.

"Today, adblock is taking a stand against censorship" - Salil Shetty, Secretary General Amnesty International

 

On World Day Against Cyber Censorship, we teamed up with AdBlock to replace blocked ads for 24hrs with messages from Edward Snowden, Pussy Riot and Ai Wei Wei. Each banner took people through to their full, uncensored opinions and within 24 hours, the campaign had reached 330 million people and traffic to Amnesty International’s website was the highest ever recorded. The campaign won two silver lions and a bronze lion at Cannes and was one of only 20 campaigns to make the Titanium Shortlist. 

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Pedigree - K9FM


A radio station for dogs that won the first D&AD Black Pencil in radio for over 30 years. 

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Pedigree - K9FM


A radio station for dogs that won the first D&AD Black Pencil in radio for over 30 years. 

Dogs get stressed when left at home alone, so we created K9FM. A radio station to keep your dog company when you're not home. The station has won top awards at Cannes, Spikes, The Mashies, The One Show, AXIS, The ORCAS and was first radio campaign to win a D&AD Black Pencil in 30-something-years.

 

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New World - Dreaming of Yams


A very weird supermarket ad that was voted Ad of the Year.

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New World - Dreaming of Yams


A very weird supermarket ad that was voted Ad of the Year.

The brief was to show off New World's Fruit & Vege department. So I wrote a script with a floating meat lover, a talking yam and a soft-rock classic. It was chosen as New Zealand's best TV ad of 2015 and has picked up awards at Cannes, AWARD and AXIS.

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The Great Monteith's Meatpack Hunt


An award-winning AR hunting game that rewarded players with real meat.

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The Great Monteith's Meatpack Hunt


An award-winning AR hunting game that rewarded players with real meat.

Monteith's is a brewery known for matching its beer with meat. But with over 20 beers in their range, it can be tricky knowing what goes with what. So we started 'The Great Monteith’s Meatpack Hunt'. A virtual-reality hunting game where players won the meat they shot for real. The campaign has won at the Caples, Young Guns, AXIS, Spikes and was chosen as FWA App of the day and a case study for Google

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J.P. Morgan Chase - The Fairydadmother


We hit the sweet spot for America's largest bank. 

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J.P. Morgan Chase - The Fairydadmother


We hit the sweet spot for America's largest bank. 

America's largest bank needed to tell the country that they are more than just a place to store your money.

They also offer advice for the future. 

Whiskas - CatLife


Wearable tech for cats that uses data to tell you what to feed them.

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Whiskas - CatLife


Wearable tech for cats that uses data to tell you what to feed them.

The brief was to tell people when they should be feeding their cat dry food, and when wet food is better. So we created Whiskas 'Catlife', a specially-designed collar and smartphone app that tracks your cat's daily activity, and turns the data into insights that help you to look after and feed your cat exactly what it needs.

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Samsung - Black Cats


An award-winning how-to video to help people take better black cat photos on their Samsung smartphones. 

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Samsung - Black Cats


An award-winning how-to video to help people take better black cat photos on their Samsung smartphones. 

In August 2014, the news reported that record numbers of black cats were being abandoned. Why? Because people thought they didn't take good selfies. So we responded immediately with a social media campaign to teach people how to take great black cat photos. Within a week it had made it on to the national news and became Samsung's most shared social media post ever. The campaign was a finalist at the 2015 One Show and won the best Real-Time response category at The Mashies.

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Well-Written Weather


An award-winning radio campaign to promote the Auckland Writers' Festival. 

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Well-Written Weather


An award-winning radio campaign to promote the Auckland Writers' Festival. 

To promote the 2015 Auckland Writers' Festival, we wanted to demonstrate the power of good writing. So we partnered with one of the city's most popular radio stations and I wrote their daily weather forecast, every day for a week. The campaign was a 5-time finalist at Cannes, chosen as the best radio campaign of the week on BestAds and has also won awards at AdStars and Spikes. 

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Tip Top - Yes Sticks


We used science and ice cream to help people get something they wanted.

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Tip Top - Yes Sticks


We used science and ice cream to help people get something they wanted.

Research shows that ice cream causes neurological changes in the brain that make us feel good. 

Or, in the words of New Zealand's most popular ice cream maker, “Feel Tip Top”. 

We thought, “What if there was a way to harness the positive effects of ice cream?”

So we created Yes Sticks. 

A way to make someone Feel Tip Top and ask them for something you want, all at the same time. Increasing your chances of getting the answer you want by heaps.

The campaign helped Tip Top achieve their best Summer sales on record and has been awarded at international shows around the world. 

The Pepsi Party House


We built a mobile party house for teens.

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The Pepsi Party House


We built a mobile party house for teens.

Pepsi asked us to do something to help them connect with teenagers. So we gave them the thing they needed most – a place of their own. We built the Pepsi Party House. A mobile, extendable house that we put on the back of a truck and took round the country for parties. We supported the house with a huge, integrated campaign and for the first time in seven years, Pepsi's market share in New Zealand increased.

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New World - Little Kitchen


A TV and Online mini-series that used  science to get kids cooking. 

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New World - Little Kitchen


A TV and Online mini-series that used  science to get kids cooking. 

We teamed up with Bompas & Parrn world-renowned engineers of all things edible, to create a content series to help New World Supermarket  relaunch their yearly collectibles campaign.

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Channel 4 - The Simpsons 500th Episode


An award-winning print ad to promote The Simpson's 500th Episode. 

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Channel 4 - The Simpsons 500th Episode


An award-winning print ad to promote The Simpson's 500th Episode. 

Channel FOUR asked us to create a campaign for the 500th episode of The Simpsons. So we started by asking fans to choose the five episodes that should be shown each night in the run up to Sunday.

Then we rebranded New Zealand's biggest newspaper as The Springfield Shopper, featuring the five chosen episodes as news stories. There were interactive banners and teasers in the newspaper on the big day, which led you to a Simpsons TV listings take over.

And it worked. FOUR had their highest ever viewership on the night of the show, with  a quarter of a million people tuning in to watch.

The campaign won Best Use of Media at the Newspaper Ad of the Year Awards.

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Black Mirror


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Black Mirror


I made an unofficial launch video for the launch of Google Glass. Obviously, they probably wouldn't approve.