After starting my career in Wellington, a new job has generally meant a new continent. From Sydney to Singapore, Portland, Amsterdam, Auckland, and now Los Angeles.
My first job had me making TV spots and going-away cards. My second position was pulling pints in a Covent Garden pub with a VHS tape behind the bar, targeting local creative directors with my quaint New Zealand commercials. This remains my only job in England.
Then down to Sydney for four years, before moving to Batey Ads in Singapore and honing my print craft, with the occasional big TV spot thrown in for the likes of Mercedes Benz and Sony. After five rewarding years, I caught a break and found myself at Wieden+Kennedy in Portland.
My first two major Nike ideas explored alternative media; a live-to-air training campaign - 120 bespoke ads - for Latin America then the first content campaign to continue a narrative online, whatever.com. Next came the hugely awarded Play campaign - the birth of the 'city as playground' ruse - and filmmaking craft at genius level through the late Frank Budgen.
Finally at W+K, a retro funk basketball campaign; from a reimagined documentary of a 70's street legend to naming and designing our own make-believe ABA team, The Roswell Rayguns - later to become an actual Nike SB line - to a Soul Train homage starring Snoop Dogg and Parliament Funkadelic.
My next stop, for nearly a decade, was at 180amsterdam co-running the creative department - dubbed by someone nice "The Kings of Content" - and my most satisfying. Our Impossible is Nothing moment; third most awarded agency at Cannes in just our second year for our category changing adidas work. The Backpacker Agency became a boutique by winning Sony and launching make.believe. On the back of that win, we opened our 180LA office.
Basketball has been my muse. It started when I was seven years old and 10,000 missed layups later, I'm still hooked. One of my more meaningful moments was making The Boroughs campaign back in New Zealand, while running DDB Auckland. As well as helming a documentary series, a good chunk of the budget went on building five high-tech street courts, for a town that had none. Winning awards for all of DDB's deep roster of clients, after two years I moved home to Sydney and took a role as Asia Pacific Regional CD for DDB.
In 2016, I sneaked in a sabbatical year to write and illustrate a children's book - as yet unpublished - about endangered animal collectives, before leaping another ocean one more time. Here at RGA LA, I've been reunited with Nike, producing the Kyrie 4 film 'Find Your Groove' and launching the Twitter campaign 'See Every Side.' In February 2018, I will be in South Africa filming an anti-poaching ad, based on my book, for start-up charity Over&Above Africa.
My work has had a fair bit of award recognition. Nike Tag, a 2002 Cannes Grand Prix winner, still gets industry recognition (Adweek recently rated it one of the best 24 ads of the last 15 years) and most of what you see on the portfolio page has been recognized in the two shows I care about most, Cannes and D&AD.