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.
Singapore was where I started to value craft, or more accurately forced to, as print was the only game in town; the typographers were gods. An obsession to detail was useful, as my next job at Wieden+Kennedy had me sharing space with the David Carsons of this world, but the next six years were about forgetting everything I thought I'd learned; ads weren't supposed to look like ads, stupid.
My first major Nike ideas explored alternative media; a live-to-air training campaign for Latin America, and the first content campaign to continue a narrative online; whatever.com. Next came the Play campaign - possibly the birth of the 'city as playground' genre - and filmmaking craft at genius level, through the late, great director, Frank Budgen. Finally, 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.
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. The Impossible is Nothing period; finding a tone of voice for adidas that stood it apart from Nike, building an agency culture through the work, and helping open an office in LA through winning Sony.
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 proudest moments was making The Boroughs campaign back in New Zealand, where we spent a good chunk of the ad budget building five high-tech street courts. And working with an actual street legend, Julius 'Dr J' Erving.
Prior to joining the RGA Hustle team, I took a sabbatical to write and illustrate a children's book about endangered animals. Ideally, I would like to do more, while still juggling working in advertising. My work has had a fair bit of award recognition. Nike Tag still gets some good press (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 we really care about, Cannes Lions and D&AD.