Michael has been in the creative industry for more than 20 years working across four continents under the banner of Chief Creative OfficerExecutive Creative Director, Creative DirectorArtistic Director, Experience Director, Film Director & Artist. His extensive experience across multiple categories and disciplines (Creative, Strategy, Digital/Tech, Production, PR/Social, and Media) has seen him been awarded both locally and internationally in all major creative awards shows. Working at internationally regarded creative companies such as Wieden+Kennedy, Clemenger BBDO, Publicis Mojo, Collider and Virgin.

Michael has intensive experience across the complete industry spectrum, working from creative agencies, to client/brand side, as well as within film production companies & art collective experience divisions.

All enabling Michael to have a unique viewpoint of the industry, brands & clients businesses. Informing him to conceive new agency models, build new creative approaches, uncover purpose for brands & creating business transformational ideas.

> Creative
> Film Director

Glassons

‘Made of Here’.

The attitude of Glassons, ‘Made Of Here’, has been largely shaped by the attitude of Australia & New Zealand women - bold, fearless, and comfortable taking on the world.

So to relaunch the brand we created a brutally simple idea that demonstrates this fearless attitude in a striking and memorable way.




The attitude of Glassons, ‘Made Of Here’, was extended into all parts of the business. From the designing & buying of collections, to how it’s embodied in seasonal collections, from our approaches to events, to store layout & design, from talent cast, to how we approach our own social channels & e-commerce platforms.






Glassons

‘Made of Here’ Collections



The attitude of Glassons, ‘Made Of Here’, was extended into all parts of the business. From the designing & buying of collections, to how it’s embodied in seasonal collections, from our approaches to events, to store layout & design, from talent used, to how we approach our own social channels & e-commerce platforms.





ilabb

‘Live without barriers’.

‘Live without barriers’ is the lead in an installment of content that captures the unique spirit of ilabb people. A depiction of what happens when you look beyond and see the world from a unique perspective - without fear of external judgement. Free to push the boundaries and put yourself out there. To go within, see beyond and let go.

Shot in the remote sand dunes of Glinks Gully in New Zealand’s North Island, we follow the internal and external journey of New Zealand Olympic freestyle skier and TV host Anna Willcox. Snow is not a barrier as she ‘sand skis’ down 100 metre sand dune faces, the film oscillating between her conscious and subconscious states.











Taco Medic

‘It’s within’.

People, palate, place & planet are the centre.
Their make up, passion and cause. Bringing soul back to fast food.

This belief is within us all.
We believe ‘it’s within’.

Bringing the best influences from Mexico, and fuse with the unique New Zealand spirit. An empowering belief that we have brought
the best produce, grown on the best landscape, cared for by the best
people to be brought in-store and embodied within every one of the dishes & within our unique experience in all our Taco Medic stores.

In this filmic approach we show that all these origins are connected through a multi-sensorial film, using scale &
compositions to embody this connection.

A demonstration of all that is within our cause. The film is sensual, tactile, grand, intimate, inspiring, empowering & finally appetising. Aligning humanity and environment to be connected as one.
Fused with the elemental quality of earth, wind, fire & water.

Shot in the beautiful west coast of South Island in New Zealand.

Each scene is almost a response to the next. Response to the sense, response to the environment, response to humanity, response from the start to end.

Capturing all is connected & within.







Virgin

‘When colours unite.

At Virgin Australia as Executive Creative Director. We launched a new Purpose & Values for the Virgin Airline group (Virgin Australia, Velocity, Tigerair, VA Regional, VA Freight).
In which we launched a huge program of work both internally & externally, which acted & embodied the values. Aligning with the shared values of our staff & customers. A true inside out model of creative influence.

Most importantly the creative solutions & ideas moved beyond just marketing & communications. Creating and implementing brand purpose & values, in order to create business transformational ideas, in all parts of the business. From Corporate Affairs to Product. Service to HR.

An example of this, Virgin Australia/AFL diversity campaign (AFL partnership leveraging the partnership with share values of both brands). In which we saw that racism of a barrier for the AFL, the supports, as well as our Virgin Staff. We wanted to remove that barrier & uplift people.




Paid Static


Organic Social #showyourcolours


Photographic exhibition experiential