A snapshot of my work across local business, brand campaigns and international media.
PepTalkHer
An EDM campaign that generated significant interest and converted readers into sign-ups for an eight-week course, plus the copy and strategic framework behind a card game designed for professional women. Working closely with the CEO, every word was built around a deep understanding of the brief, the audience, and a tone of voice that had to feel unmistakably theirs.
Destination NSW
A multi-year partnership between MTV Australia and Destination NSW brought to life across two flagship activations — MTV Trippers, a digital and linear series, and MTV Beats & Eats, a music and food festival. From responding to the brief and shaping the creative concept, to writing copy across web and social, producing native editorial content and rolling out all social content from the series — a high-volume, multi-platform campaign delivered end to end.
MTV Australia
Instrumental in developing and executing strategies across brand tentpole events, linear campaigns and commercial partnerships — bringing together creative thinking and commercial rigour at one of the world's most recognised media brands.
Witheriff Group
End-to-end content partnership covering weekly EDMs, monthly industry think-piece blogs and a social-led video series spotlighting local businesses — each episode hosted by a different team member. Created and managed the series from ideation through production, on-set, edit notes, publishing and social promotion.
