Sarah is a one-woman communications team,
with proven expertise in design, psychology + writing. She helps big brands and small with
copywriting, art direction, creative direction, strategic approach development, and narrative change.
For 18 years, Iβve specialised in creative brand communications.
Fluent in both visual and verbal skillsets, Iβm a one-woman ad-making band. Over the years, Iβve created enduring brand platforms, scroll-stopping social, actually-interesting content, banging OOH, innovative brand activations, branded events, literally hours (and hours) of TV commercials and radio, genuinely-enjoyable eDMs and blogs - and everything in between.
My witchcraft is knowing how to make your audience interested in stuff they normally arenβt, and buy stuff they donβt need.
My achilles heel? Knowing what to do with my arms in photos.
Making brands more interesting,
since for ages.
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After spending my career in agencies including M&C Saatchi Australia, Ogilvy Australia, Marmalade, and TBWA/Melbourne, I now work as an independent creative consultant.
Over the last 18 months, Iβve worked on projects and pitches for ad agencies in Australia and New Zealand, including Bullfrog, Colenso BBDO, The Royals, By All Means, Dentsu, Taboo and more. (Iβve won two-thirds of the pitches Iβve worked on in the last year alone.)I also work directly with big Australian brands who need expert creativity without bleeding cash on agency overheads. These include Kraft-Heinz, Medibank, Crown Resorts, Mastercard, and more.
What I can do for your brand:
Strategic positioning + insights
Brand platform creation
Campaign concepts
Brand content creation
B2B and B2C copywriting
Product naming
User experience and product design innovation
Production direction
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Iβve worked on global campaigns for airlines and wines. Behaviour change campaigns for Our Watch and Sustainability Victoria. A smile-powered βDream Wallβ experiential activation for Honda. Car ads for Lexus, Infinite, Honda and Nissan. Bank ads for two of the Big 4, CommBank and ANZ. Energy ads for Origin Energy. Not-for-profit work for Oxfam, World Vision and Kidney Foundation Australia. And a whole lotta behaviour change government work, including the wild ride that was the COVID-19 response for the Victorian Government, healthier workplaces campaigns for WorkSafe, and Federal campaigns in the disability, employment and education spaces.
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I was selected for D&ADβs 2025 Creative Leaders Programme. Iβm the Director of MADC Presents for the Melbourne Advertising and Design Club. Iβm also a Victorian AWARD School Head veteran. A repeat lecturer with Copy School. A gushing-yet-firm juror at shows including D&AD (Side Hustle), MadStars, Spikes Asia, Gerety and AWARD Awards. Iβve got some shiny advertising awards, and two luminous children.
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Outside of hours, I triple-down on the director thing, as the Director of Events for the Williamstown Swimming & Life Saving Club, and the Director of MADC Presents for the Melbourne Advertising & Design Club. I also coach of the Under 8βs Barnies girls soccer team. Play 5v5 hoops with a bunch of 40 year-olds every Sunday. Ice my bung knees every Sunday night. And when all thatβs done, youβll find me streaming college basketball on YouTube.
Latest projects
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Latest projects β‘οΈ
A shampoo that reframed global food inequality, with every wash.
Truth is - Aussies avoid hard truths. And the reality of global food inequality is far from easy to digest. Thatβs why Oxfam Australia launched ONLY SHAMPOO - an everyday product that powerfully reframed a shocking truth, as a tangible representation of global food inequality. Washing away charity fatigue, and making the issue of global food inequality literally live rent free in Aussie's minds, and bathrooms. Not just every time people saw our ads. But every time they washed their hair.
Launching an iconic, world-class sporting event with the swagger it deserves.
The worldβs ultimate car race, featuring worldβs fastest cars. Doesnβt seem like a hard sell. But in a city that has the highest standards for everything, making the 2025 Formula 1 Australian Grand Prix a hot ticket meant creating a brand identity and launch campaign with the likeable swagger to match the vibe of the event itself.
Changing the game with a groundbreaking brand partnership.
Aussie Rules has long been the domain of tradition, and men, and playing by the rules. But the women of the AFLW donβt play by the Aussie Rules - they break them. βRewrite the Aussie Rulesβ is set to redefine brand partnerships for the next 3 years, with Medibank proudly backing the AFLW as they keep changing the game - for good.
Readymade meals,
made honest.
Forget making healthy, tasty meals from scratch. Dineamicβs readymade meals range are made honest, meaning you can skip the pomegranate spanking and batch-it crazy batch-cooking sessions, and go straight to the freezer for your hit of healthy delicious goodness instead.
Deeper cuts
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Deeper cuts π
Ending loneliness is free.
You, me and a view of the stars. Or how about an earbud between buds? Loneliness is endemic, but thankfully, the cure is easy. This social campaign for AIA Health Insurance helped Aussies pledge to do something to end loneliness with a friend - helping them set up a meaningful action that fuels necessary human connection.
No more being held hostage to your home energy bill.
New player in the market Tango Energy wanted to show their customers how they were different from the other energy companies. This brand ad proved that Tango helped Aussies take charge of their energy usage - no hostages required.
Some brands +I've worked on and agencies I've worked with
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Some brands +I've worked on and agencies I've worked with π€