Emblazoned across the belly of a giant inflatable buddha at my first ad-land job was the phrase “Work hard, be nice to people”. It’s how I knew I was in the right place. I’d gotten my first job aged ten by being nice to people and kept it by working hard. Some say people only came to Hinckley Tennis club because of the toasties that I made. I walked into advertising on day one determined to keep that ethos. Twelve years, several countries and departments later, I can firmly say it’s never faltered.
Now, a seasoned agency producer, I’ve created campaigns for some of the world’s biggest brands. A meticulous eye for detail and the ultimate champion of creative, I thrive on the challenge of making not only great work, but great work that actually works.
Here are some of my favourite campaigns from the last few years:
Telstra x Apple
TM’s fifth year working with Telstra and Apple on the launch of the latest iPhone called for something special. With a stunning new 48 main camera and the introduction of dynamic island, we wanted to show how , when paired with Australia’s best network, the iPhone 14 Pro really was out of this world.
Agency: The Monkeys, Sydney
Role: Senior Producer
Director: Mark Albiston
Production Co: The Sweetshop
Australian Lamb
2021 was a weird year for Australia where everything and nothing happened simultaneously. The continuing pandemic meant our International border was still closed and under the shadow of 'Fortress Australia' we risked being forgotten forever. What better way to lure the rest of the world to reconnect with Australia than a Lamb barbecue?
Agency: The Monkeys, Sydney
Role: Producer
Director: Al Morrow
Production Co: Rabbit
CGU Insurance
14 year old Marcus wanted his dog to enjoy the deliciousness of his favourite treats, donuts. So he and his Mum Thea launched Domuts - donuts for dogs. But like so other many small businesses, life got in the way and their business died.
So we decided to back Thea & Marcus, and re-invigorate their ambition for doggie treats. CGU brought in animal specialists, food techs, PR gurus and business insurers (of course) to bring Domuts back from the dead.
Agency: The Monkeys, Sydney
Role: Producer
Director: Justin McMillan
Production Co: Goodoil
MILKRUN
As part of 2022’s Google Skippys competition, The Monkeys were tasked creating the most memorable and compelling YouTube Connected TV ad for Aussie start up and delivery service MILKRUN. With a budget of only $5k, our team put every ounce of creativity into action, building a set, learning puppetry and creating all the characters from scratch. Helped by our wonderfully talented friends at Otis who composed an insanely catchy soundtrack - we won the competition, smashing MILKRUN’s targets and winning a trip to Google’s offices in Singapore.
Agency: The Monkeys, Sydney
Role: Producer / Set designer / Account director / Puppeteer
Production Co: The Monkeys, Sydney
Music: Otis Studios
Berlei
Shot in two batches years apart (literally) thanks to the pandemic, this campaign for Berlei bravely admits that bras play but a supporting role in the success of women – albeit an essential one – by stating with refreshing honesty and inarguable legitimacy: ‘a bra can’t change the world, but a good one can support you through it’.
Agency: The Monkeys, Sydney
Role: Producer
Director: Leilani Croucher
Production Co: Revolver
Boozebud
We launched BoozeBud’s first ever brand platform with the knowledge that you don’t order a box of Booze unless you’re excited for something. And based on your orders, BoozeBud knows exactly what for.
Agency: The Monkeys, Sydney
Role: Senior Producer
Director: Dave Wood
Production Co: Goodoil
Pot Noodle
Unilever’s leading snack brand had long been associated with slacker culture. While it had worked brilliantly for previous generations, it was out of touch with the ambitious 18-24 year olds of today. So we flipped Pot Noodle’s key brand benefit - simplicity - so that it appealed to today's go-getters. We launched with the story of a young lad who dreamed of making it in the boxing ring.
Agency: Lucky Generals, London
Role: Account Manager
Director: Nick Ball
Production Co: Blink
Raylo, Winner
The track from our Pot Noodle ad was a ‘You Can Make it’ moment in its own right. Raylo, the artist who penned the track, was signed by Ultra Music. We created the music video for his debut single.
Agency: Lucky Generals, London
Role: Account Manager
Director: Carly Cussen
Production Co: MOS Films
Australian Lamb
When the pandemic hit, young Aussies were stuck at home trying to cook for themselves and they were running out of ideas. Meanwhile, our seniors (with decades of home cooking knowledge) were stuck in isolation facing extreme loneliness. We brought these two groups together over video-call to share a secret Lamb family recipe.
Agency: The Monkeys, Sydney
Role: Producer
Director: Justin McMillan
Production Co: Goodoil
NRMA Insurance
Produced and despatched in less than three weeks, this spot for NRMA Insurance was supposed to be on air for a couple of months. The film was so successful, it ran for only a couple of weeks.
Agency: The Monkeys, Sydney
Role: Producer
Director: Jae Morrison
Production Co: Finch
CC&Dry
With fewer people drinking in bars and pubs thanks to the pandemic, Canadian Club tasked us to produce the third instalment of Over Beer? and ask “When did beer move in?”. Off the back of this campaign, and the previous year’s “Who made Beer the boss of summer?”, The Monkeys and Beam Suntory won the Global Grand Effie for effectiveness in advertising.
Agency: The Monkeys, Sydney
Role: Producer
Director: Nick Kelly
Production Co: MOFA Productions
Amazon Fire TV Stick
Sacked by the BBC and then snapped up by Amazon; Jeremy Clarkson was all anyone could talk about. He was the perfect spokesperson for Amazon’s new TV streaming device, the Fire TV Stick.
Agency: Lucky Generals, London
Role: Account Manager
Director: Steve Reeves
Production Co: Another Film Company
Telstra x Apple
A phone is nothing without a network behind it, and a network needs devices to showcase its power. With the help of Triple J Unearthed artist Thelma Plum, we showed the magic that’s possible when you combine technology with the capabilities of Australia’s fastest mobile network.
Agency: The Monkeys, Sydney
Role: Account Director / Producer
Director: Joel Kefali
Production Co: Goodoil
Telstra Enterprise
It’s never been more important than now to be enterprising. Deep in the midst of the pandemic, we set out to remind Australia’s largest corporations of the need to find opportunities in the face of challenges.
Agency: The Monkeys
Role: Producer
Director: Kiku Ohe
Production Co: Rabbit
blinkbox
With 10x more movies than Netflix and Lovefilm Instant, but a relative newcomer in the movie streaming market, blinkbox challenged us to show people there was a better option out there. We created a loveable, frustrated family pet voiced by Kayvan Novak, to spread the message.
Agency: Karmarama, London
Role: Account Manager
Director: Darren Walsh
Production Co: Passion Pictures