Sarah is a copywriter, who started her career as an art director, and is now a creative ideas woman, people leader, and brand messaging specialist.

For 18 years, I’ve specialised in brand creative communications - creating enduring brand platforms, scroll-stopping content, banging OOH, brand activations and 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 aren’t, and buy stuff they don’t need.

My achilles heel? Real-smiling in headshots.

Making attention-worthy work
since for ages.

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, I’ve 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. (I’ve won two-thirds of the pitches I’ve 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
I’ve worked on global campaigns for airlines and wines. Behaviour change campaigns for Our Watch and Sustainability Victoria. A smile-powered ‘Dream Wall’ 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.
I was selected for D&AD’s 2025 Creative Leaders Programme. I’m the Director of MADC Presents for the Melbourne Advertising and Design Club. I’m 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. I’ve got some shiny advertising awards, and two luminous children.
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 8’s 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 that’s done, you’ll find me streaming college basketball on YouTube.

Latest projects

⚡️

Latest projects ⚡️

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. That’s 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 world’s ultimate car race, featuring world’s fastest cars. Doesn’t 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 don’t play by the Aussie Rules - they break them. ‘Rewrite the Aussie Rules’ 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. Dineamic’s 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

👀

Deeper cuts 👀

Helping one of the world's biggest airline brands make sale fares feel premium - and like they won't last for long.

A new brand platform for a world-leading university. The University of Melbourne wanted to own its status as a leading tertiary institution, helping students be in demand across the globe. This platform does that and more - and now, it's the brand positioning that acts as the central organising idea for all UoM brand comms from 2024 onwards.

After the COVID pandemic died down, getting Victorians to get their winter flu shots was like asking them to sacrifice a kidney. This work fot the Department of Health made taking care of your health feel less grudgey and more do-ey.

Making portraits out of emojis for the Alannah & Madeleine Foundation's school cyber education program.

Work for Lindemans (part of Treasury Wine Estates), shot in Japan on the last day of cherry blossom season. I've also worked on iconic wine brand Penfolds.

Brand series for RSPCA Australia - 'We pick up the pieces.'

A new through-the-line campaign for a new government benefits scheme. The Victorian Government Sick Pay Guarantee campaign launched in 2023, clearly stepping out the benefits of the initiative to working Victorians of all cultural and linguistic backgrounds.

In 2016 I created Campaign Bechdel - a world-first tool to measure and track gender stereotypes in advertising. Remember 2016? Back when Hilary lost to the orange man, and #MeToo mattered? It was a time. So clearly there's no feminist subtext in this maternity leave project. No, none at all :)

Experiential activation for Honda at the Australian Motor Show, this digital wall showcased the power of automotive dreams with animations that were powered by audience's smiles.

Optus Enterprise brand campaign.

Melbourne Polytechnic - Empathy Auditions

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 of the brands I've worked on and agencies I've worked with

🤝

Some of the brands I've worked on and agencies I've worked with 🤝