Come late October every year, the sight of Christmas decorations at Westfield is met with a fair amount of cynicism. Tinsel already?
But in the midst of a global pandemic, it almost felt like Christmas couldn’t come soon enough.
So despite things looking and feeling a little different in 2020, Westfield set out to remind people that a sprinkle of joy was on its way.
Role: Senior Copywriter
Sometimes it’s not just about what you’re looking for, it’s about what you discover.
And nowhere is that more true than on TikTok.
Role: ACD at TikTok
Agency: Lucky Generals
From the hair salon to the playground (and the Portuguese tart stand in between) - every inch of Westfield is made for families. And most of them arrive by car.
With this in mind, we created a suite of laid back spots that celebrated the family drive to Westfield, reminding people of all the reasons to visit.
Role: Senior Creative / Copywriter
For french movie buffs, the only thing more personal than their taste in film is their taste in food.
Role: Creative Lead, France @ TikTok, Copywriter: print
Agency: Artefact 3000
Unlike platforms like Instagram, TikTok isn’t about perfection. It’s simply about having a go.
After all, the first step when starting anything won’t be perfect. But it might just be beautifully imperfect.
We used this sentiment to launch ‘It Starts on TikTok’ in France, continuing to highlight the search feature by way of cementing TikTok’s usefulness and opportunity for discovery.
Role: Creative Lead, France @ TikTok
Agency: Artefact 3000
One covid Christmas was bad enough. But two?
As 2021 drew to a close, it’s safe to say we were all more than ready for a bit of merry.
So with Santa touching down at Westfield just as life started to get back to normal, we thought it was time we painted the town red.
Role: Senior Creative / Copywriter
In 2022, TikTok was The Official Virtual Stage of the Fringe.
We let Edinburgh know via an epic OOH takeover, reminding people that next year’s undiscovered headliner might just be a swipe away.
Role: Copywriter
For Pride month, TikTok wanted to cement itself as the safest platform for LGBT+ voices.
We did so via an OOH campaign that celebrated LGBT+ stories thriving every day on the app.
Role: ACD / Copywriter
In France, ‘The Tour’ is more than just a sporting event. It’s a beloved summer tradition sewn into the fabric of French culture.
With this in mind, we wanted to showcase some of the ways people are using TikTok to support the tour. Whether it be through following the official Tour de France account, or following through on the creativity and inspiration found on TikTok.
As part of the campaign, we created a 30m banner with the help of 11 TikTok Creators - coming together to create a roadside spectacle in support of the tour.
Role: Creative Lead, France @ TikTok
Agency: Artefact 3000
Conceived in-house and produced with Pulse Films, ‘A Window to the World’ was TikTok’s first brand campaign in France.
With a focus on product features, we set out to cement TikTok’s role as a platform for curated discovery (Search, Not Interested Button), while highlighting digital well-being via Screen Time Breaks.
Role:
60sec: Associate Creative Director
2x 15secs, OOH: Copywriter
The annual Santa photo is a cherished Christmas moment that Westfield helps families experience every year. However for children with sensory processing challenges, the music, lights and busy environment can be too overwhelming, and families are reluctant to take part.
Inspired by this customer feedback, Westfield worked with Autism Spectrum Australia to create Sensitive Santa – a calm photography session run before shops are open, when the lights are low and the crowds are gone.
It meant stripping away the ‘manic’ of Christmas - and just keeping the magic.
Role: Senior Creative / Copywriter
Sydney Water wanted to increase public awareness that pouring cooking fats down the drain and flushing wet wipes down the loo is both problematic for household plumbing and the environment.
Previous campaigns had focused on ‘dirty visuals’ - stuff like sewer monsters and grotesque blockages. The client wanted to move away from this, and instead present a more altruistic approach, focusing on people’s inherent desire to be clean.
With the proposition ‘our cleanliness shouldn’t leave dirty consequences’, I developed a campaign line and lockup, without a sewer monster in sight.
Role: Senior Creative / Copywriter
Role: Associate Creative Director @ TikTok
Agency: Mother
After a very indoorsy 2020, the thought of another winter cooped up inside doesn’t sound too tempting.
So for Westfields’ 2021 winter campaign, we decided to acknowledge the fact that we’re very much done hibernating.
Netflix and chill is out. Winter wandering is in. (And as luck would have it, so are some pretty swish-looking teddy coats.)
Role: Senior Creative / Copywriter
If we know two things about New Zealanders, it’s this:
They’re some of the nicest people on the planet.
They’re mad as hell about Rugby.
So as much as Kiwis love picking out personalised and heartfelt gifts for their loved ones for birthdays, engagements, graduations etc. - when it came to the six week period during the 2019 Rugby World Cup - time suddenly became a lot more precious.
So we made it easy for them.
The Westfield Gift Blackout was a national call to arms to spend time game watching instead of gift hunting during the Rugby World Cup.
Role: Senior Creative / Copywriter
Spring is all about revival. The sun’s back out. The flowers are blooming. The social season is gearing up again. And when it came to spring fashion trends in 2019, reinvention was the name of the game.
So for Westfield’s spring campaign, it only made sense that we launched the season with an old school dance off. (Also the perfect reason to sample a Technotronic track.)
Role: Senior Creative / Copywriter
