DESCRIPTION: New Season Autumn/Winter Fashion TVC Launch for New Zealand Department store Farmers.

ROLE: After creating the overarching New Season campaign line “Your Season, Your Style”, it was time to create a fresh new look for the fashion TVC’s. The main goal was to show a diverse amount of product that can be worn ‘your way’ to allude to the campaign line. We wanted to show that Farmers has something for everyone. It needed to feel approachable, fashionable, directional and upbeat.

FOR: Farmers as the Senior Creative.

TEAM: James Holt (Director), Tanya Cathro (Producer), Philippa Warhaft (Producer), Harriet Butler (Marketing Manger), Juvena Worsword (Stylist).

DESCRIPTION: An instore Denim Destination to launch new collection.

ROLE: My role was to lead a small team to conceptualise, create and produce high end fashion photography. The collateral would be used to launch the New Denim collection in-store and online nationwide.

FOR: Farmers as the Senior Creative.

TEAM: Sharn Ward, Karen Ishiguro, Leisa Welsh, Juvena Worsfold, Sheridan Derby.

DESCRIPTION: Farmers stocks a brad range of Lingerie Brands and needed a guide to help customers determine the best fit for them.

ROLE: To conceptualise, shoot and design a brand guide to be available in store to make brands more accessible.

FOR: Farmers as the Senior Creative.

DESCRIPTION: Resort shop launch to promote summer product and drive sales. Integrated campaign across multiple marketing channels.

ROLE: Conceptualise, design, shoot and produce a strong integrated campaign.

TEAM: Makeup/Leisa Welsh. Stylist/Juvenna Warsfold. Photographer/Jared Clark.

FOR: Farmers as the Senior Creative.

DESCRIPTION: Autumn/Winter Campaign Launch for New Zealand retailer Postie Plus.

ROLE:  Bought on board to Art Direct photo shoots for new season launches, creating in-store, online and social marketing collateral.

FOR: Postie Plus as a freelance Senior Creative at True.

DESCRIPTION: Beauty Week at Farmers is the major event for the Beauty Category.

ROLE: Conceptualise, create and produce an integrated campaign to communicate key Beauty trends and products while positioning Farmers as a top Beauty destination.

FOR: Farmers as the Senior Art Director.

DESCRIPTION: Farmers is a nationwide department store in New Zealand. Beauty is a huge category for the retailer and as such required monthly campaigns to drive sales, promote new products and communicate key trends.

ROLE: As the senior art director on the beauty account I was responsible for all visual elements from conceptualisation through to realisation while ensuring all marketing material was consistent across all channels and fitted with the Farmers Brand.

I worked with a team of producers, account managers, photographers, designers, retouchers, stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Farmers, as the Senior Art Director on the Beauty account.

DESCRIPTION: Global beauty brand L’Oreal launches its new True Match foundation range to the New Zealand market using real kiwi women.

ROLE: As the Senior Designer on the account, our team was responsible for creating all visual elements of the campaign across multiple platforms; print, POS, web and social.

FOR: L’Oreal while working as the Senior Designer on the account at Federation.

DESCRIPTION: New Zealand department store Farmers launches it’s Autumn/Winter New Season Fashion campaign.

ROLE: Bought on board as the Senior Designer on the launch, our team was responsible for creating all visual elements of the campaign across multiple platforms; print, POS, web and social.

FOR: Farmers as the Senior Designer.

DESCRIPTION: Boots is a global pharmacy chain. The brands key focus is within the health and beauty sector, but also specialises in optometry, photography and healthy meal deals.

Fragrance becomes a top selling product in the lead up to Valentines day so to maximise these sales we created a "Scents they'll love" campaign to help shoppers find the right scent based on their personality type.

ROLE: Working as a team, my copywriter and I worked together to conceptualise and produce all promotional material. I was responsible for all visual elements which included managing a team of photographers, designers, retouchers, artworkers', stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Boots, as the brands Senior Art Director, while working at Hangar 7 in London.

DESCRIPTION: Boots is a global pharmacy chain. The brands key focus is within the health and beauty sector, but also specialises in optometry, photography and healthy meal deals.

Sales within the optometry department were declining so we created a campaign to promote Children's eyewear to communicate the message that Boots is a trusted pharmacy that not only boasts a wide product range for the whole family but also has optometrists at the counter.

ROLE: Working as a team, my copywriter and I worked together to conceptualise and produce all promotional material. I was responsible for all visual elements which included managing a team of photographers, designers, retouchers, artworkers', stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Boots, as the brands Senior Art Director.

DESCRIPTION: WOOP! is a gourmet food delivery service that has recently entered the New Zealand market. They needed to launch their product on a limited budget through various mediums including social media, EDM's, and DM.

ROLE: As the key Art Director on this project I worked alongside a copywriter to conceptualise and produce all promotional material.

FOR: WOOP! as a freelance Art Director.

DESCRIPTION: Global beauty brand L’Oreal overseas launches of key luxury fragrances in the New Zealand market.

ROLE: As the Senior Designer on the account I was responsible for leading our team and ensuring all marketing collateral was consistent and met all overall brand standards and guidelines.

FOR: L’Oreal while working at Federation.

DESCRIPTION: A collection of social posts designed to inform people customers of certain specialty skin ingredients and of particular skin routines that could improve your skin health.

ROLE: Background research into skin routines and product ingredients like retinol to promote specific products within the beauty department of Boots. I was responsible for Art Directing the shoots, and overseeing all visual elements to ensure they were consistent and on brand.

FOR: Boots, as the Senior Art Director.

DESCRIPTION: Waitrose is a high-end super market located in the UK. Guided towards customer acquisition and retention weekly edm's were sent out to their database to promote current online and in-store promotions.

ROLE: As the key digital designer I worked alongside the creative director and copywriter to ensure all design elements were consistent and that the marketing messages were on trend and effective.

FOR: Seven Seconds as a freelance digital designer.

DESCRIPTION: LG was preparing to release its new LG Optimus 2 Series phone and wanted an online presence when doing so. Our idea was to launch the phone with an in-store and online promotion designed to enhance sales and awareness through social engagement. Customers were directed to upload photo's of themselves to the micro-site in order to be in the draw to win one of five LG phones. These photos would create a mosaic effect that customers could then zoom in and post the mosaic to their social media platform.

ROLE: As head of creative I was responsible for all the visual design elements from conceptualising, design and mock-ups. Working alongside key developers I was also responsible for web design and UI/UX design, including a responsive, mobile and tablet-friendly interactive site with social media and in-store integration.

FOR: Brandmovers London as Head of Creative

DESCRIPTION: A selection of beauty shots from various beauty campaigns designed to drive sales, promote new products and communicate key trends.

ROLE: Researching and conceptualising current trends to promote specific new product releases within the beauty department. I was responsible for Art Directing the shoots, which included talent selection, briefing the photographer on lighting requirements and working with the makeup artist and stylist to achieve the desired 'look'.

FOR: Farmers, as the Senior Art Director on the Beauty account.