DELIVERING BIG FOR LITTLE MOONS

LITTLE MOONS LITTLE SHOP

With no physical stores to tell their story, sampling their latest flavours meant more than just handing out ice cream. I conceptualised a fully realised, hyper-detailed retail store - from the signage above the door down to the napkins on the counter - and reduced it to the size of an ice cream tub.

Visitors selected their flavour via a custom digital app. Two taps later, a perfectly chilled mochi ball was dispensed through a miniature hatch. The experience generated strong social and earned media coverage, while delivering 1.5 samples every minute.

Pink and purple storefront window display with a small toy ice cream shop on a shelf, a pink 'Open' sign, and a pink mat on the ground with white text.

Two young children, a girl and a boy, standing on a pink step stool, looking at a pink and white toy ice cream stand against a beige wall with pink shutters and an 'Open' sign, outside a Little Moons shop.

Pink toy shop with a sign reading 'Little Moons' and colorful balls on top, set on a pastel blue surface indoors.

Person's hand reaching into a pink ice cream truck window with pink shutters, displaying Little Moons mochi ice cream packaging.

FROM WANDERLUST INTO DATA

THE HOLIDAY LAB

When the post-summer slump hit, Luxury Escapes needed to move Australians from work-dread to booking-flow. I led the winning pitch and creative execution for a multi-sensory pop-up diagnosing post-holiday blues.

Guided by a mindfulness expert, we engineered a physical-to-digital loop where a bespoke algorithm processed every interaction to isolate the user's travel persona, instantly delivering a "holiday prescription" and trackable discount code.

ENGINEERING A RETAIL MOMENT

UNBOXING PRIME DAY

Prime Day is Amazon’s peak retail moment, but online energy doesn't always translate to the real world. I rejected the static showroom model in favour of a high-energy spectacle for creators and media.

I created a choreographed reveal where performers burst from a giant Prime box. Liveable product environments enabled guests to discover products - all instantly shoppable through Amazon Lens.

Large cardboard box with Amazon logos, barcode, and arrows, used as a promotional display at an event. The box features the Amazon smiling arrow, references to Prime video streaming and the Australian website amazon.com.au. Balloons are seen overhead

People celebrating Amazon Prime Day with confetti and balloons, stage with 'Amazon Prime Day' text.

Person taking a photo of skincare products on display with a smartphone.

A woman smiles as she inspects a handmade painted cowboy boot at a craft event, with other women and guests in the background, some taking photos and holding wine glasses.

People gather in a decorated indoor space with balloons and hanging lights, possibly at a celebration or event. There are booths with items for sale or display, and the room has brick walls and large windows.

Three women in athletic wear on stage at Amazon Prime Day event, with LED lighting, metal truss structure, and a large Amazon Prime Day sign in the background.

A hairdresser is blow-drying a woman's hair in a salon. The woman is smiling and wearing a black top and a heart-shaped pendant necklace.

Person filming a woman wearing a pink baseball cap using a smartphone at a table in a cafe or restaurant.

FROM UBIQUITY TO SCARCITY

ENGINEERING A CULTURAL SHIFT

In a landscape of tightening restrictions and declining brand relevance, Jagermeister needed to to engineer an experience that felt earned. I created Number56, a A secret, Berlin-nightlife-inspired activation inspired by Berlin nightlife and Jägermeister’s 56-botanical heritage.

Access was governed by cryptic digital hints, shifting locations, and a strict phone ban. The parties were packed with immersive performers, hidden rooms, unannounced guests, and spontaneous moments. The campaign generated massive cultural curiosity and re-engaged a premium audience under the radar.

CREATING A FAN ENGINE

A 50,000 STRONG FAN ENGINE

When Repco took the wheel as Supercars’ naming‑rights partner, they set out to supercharge their bond with motorsport fans. As lead CD, I conceptualised a pitch-winning ecosystem exclusively for fans who live under the bonnet. Online, The Garage operated as a year-round content engine driving competitions, builds, and behind-the-scenes access.

Trackside, it manifested as a high-octane physical footprint, delivering raw race day viewing, live demos, and real-time builds directly to the community. It built a 50,000-strong membership community that still thrives today.