AWARD SCHOOL
Art Direction (Advertising)
12 weeks
10 briefs
2 top agencies
1 intensive course
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In 2022, I immersed myself in the world of Advertising Art Direction through the AWARD School Program by the Australasian Writers and Art Directors Association.
Over twelve weeks, I honed my skills under the mentorship of industry experts from M&C Saatchi and Clemenger BBDO, tackling briefs across various mediums.
From print, TV, and radio to social media, PR activations, and integrated campaigns, I learned the impact of ideas rooted in human truths. My dedication earned me a spot in the State Top 10 from a national cohort of 200 students.
Explore my briefs and ideas from the AWARD School Program below.
01. Out Door Poster
Deliverable: A Single Poster
Client:
Windex Original Glass Cleaner
Target Audience:
Anyone who wants their windows crystal clear.
Key Insight:
There’s nothing more annoying than washing your windows with soap or other brands of glass cleaner and still being left with streaks.
Proposition: For the cleanest glass
Art Direction Idea:
By adapting the look of a forensic investigation, I recontextualize Windex Glass Cleaner as the target audience’s partner in crime.
02. PriNT Campaign
Deliverable: Magazine Print Campaign
Client: carsales.com.au
Target Audience: Anyone looking for a used car at a good price.
Key Insight:
Cars are a very personal choice. Everyone has a different idea of what they’re looking for. On carsales.com.au, whatever brand, model or year you’re looking for – you can find the exact thing at a good price.
Proposition: There’s a used car for every driver
Art Direction Idea:
Through the analogy of food, I link the abundance of choice and nuanced culinary preferences to the variety of used-car options on carsales.com.
03. Film / TVC
Deliverable: 30 Second Film Ad
Client: Ikea Australia
Target Audience:
Sustainably minded people who don’t want their old furniture to go into landfill.
Key Insight:
When people are looking to upgrade or replace their furniture, they also feel a pang of guilt for contributing to landfill. They want to be able to get that new couch or bed, but also know they’re doing good.
Proposition:
Give your old furniture a second life.
Art Direction Idea:
When people get rid of their furniture they often leave it on the street, and it always ends up looking sad. By humanizing old furniture as the homeless and refused, I amplify the hurt of an inconvenient truth and offer IKEA Buy Back as the solution.
04. AUDIO
Deliverable:
30 Second Radio Ad
Client:
Heaps Normal Beer
Product:
Non-Alcoholic Quiet XPA
Target Audience:
People who feel like a beer but don’t feel like getting drunk.
Key Insight:
Heaps Normal is normalising mindful drinking by brewing beer that tastes so good you won’t miss the alcohol. Their message is not just about sobriety. It’s more about having a different option, whether you want a night off the booze or you are thinking about giving it away altogether. They’re creating a world in which Australian socialising isn’t just about going out together and getting tanked.
Proposition:
Beer without the consequences.
05. Social Media
Deliverable:
A Social Idea that works on Facebook and/or Instagram
Client: Nicorette
Product: Nicorette Gum
Target Audience:
Smokers who are ready to quit but need support.
Key Insight:
Nicorette understands that breaking a habit isn’t easy; they recognise it’s easier if you change your behaviour.
Proposition:
Nicorette helps break your habit.
06. PR
Deliverable: A PR idea
Client: Tourism New Zealand
Service: A winter holiday in New Zealand
Target Audience:
Australians who want to experience a different kind of winter holiday.
Key Insight:
In most parts of Australia winter is mild, rarely do places get snow or frosty temperatures. Which means that most Aussies miss out on the fun of a cold winter and all that it brings. In NZ you get a “proper” winter.
Proposition:
Winter is different in New Zealand.
07. Digital
Deliverable:
A digital idea that encourages people to build their website on Squarespace.
Client: Squarespace
Service: Professional Website Builder
Target Audience:
Anyone with an idea that needs an audience online.
Key Insight:
The act of setting up a website is a monumental step toward bringing your idea to life. It could be a business, a portfolio, anything you can dream up. Squarespace exists to help people with ideas to stand out and exceed.
Proposition:
Don’t just dream it, build a website.
08. Direct
Deliverable:
A Direct idea across one or several touch points depending on your solution that gets people to take out HCF Insurance for their pet/s.
Client: HCF
Service: Pet Insurance
Target Audience:
Those who cherish their cats and dogs like family.
Key Insight:
Pets, we love them, but when things go wrong with their health the bills can get ugly. If you want to make sure your precious pets can be looked after when they’re sick or injured, it pays to have insurance – just as you would with any family member you want to look after.
Proposition:
Pets are part of the family, too.
09. Integrated Advertising Campaign
Deliverable:
3 or more components executed across at least 3 platforms, such as TVC, radio, press, live stunt, banner ad, website, app etc.
Client: Taronga Zoo
Product: Day Pass to Taronga Zoo
Target Audience:
People who love animals, and want to support wildlife conservation.
Key Insight:
Most zoos are ‘for profit’ - they make money by allowing people to view animals. But Taronga Zoo in Sydney (and also Taronga Zoo Western Plains in Dubbo) do not make a profit, instead the money they make from ticket sales goes directly back to helping animals in the wild through their conservation efforts, research, animal welfare, wildlife rehabilitation and environmental action.
Proposition:
Every ticket to Taronga Zoo helps animals in the wild.
10. My AWARD School Experience
With thanks to
AWARDS School and Agency Mentors:
M&C Saatchi Group AUNZ
Felix Ettelson
Georgie Waters
Clemenger BBDO
Brendan Willenberg
Nathan Moraza
Miguel Gadea
Ready to IDEATE together?
Let’s chat about your next project!