Sarah is a copywriter who was once an art director,
and is also 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, literally 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? Posing for headshots.
Making attention-worthy
work since forever.
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I work on projects and pitches for agencies in Australia and New Zealand, including Bullfrog, Colenso BBDO, The Royals, By All Means, Taboo and more. (I’ve won 66% 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. (Won’t namecheck them, or the multinationals might find out. Text me and I’ll tell you who.)
What I can do for your brand:
Strategic positioning + insights
Brand platform creation
Campaign concepts
Brand content creation
Product naming
User experience and product design innovation
Production direction
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I’ve worked on global campaigns for airlines and wine brands. Behaviour change campaigns for Our Watch and Sustainability Victoria. A smile-powered ‘Dream Wall’ experiential activation for Honda. 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’m in D&AD’s 2025 Creative Leaders Programme. 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 advertising awards too, and most proudly, two luminous children.
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I’m the Director of Marketing for the Williamstown Swimming & Life Saving Club. And Director of MADC Represents for the Melbourne Advertising & Design Club. I’m also the coach of the Under 8’s Barnies soccer team. When all that’s done, you’ll find me streaming college basketball on YouTube.
Latest projects
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Latest projects ⚡️
A shampoo that reframed global food inequality, with every wash.
Truth is, Aussies avoid bad news. And the true scale of global food inequality is far from easy to digest. That’s why OXFAM AUSTRALIA launched ONLY SHAMPOO - a product that powerfully reframed a shocking truth, with 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. Not just every time people saw our ads. But every time they washed their hair.
Launching an iconic 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
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Deeper cuts 👀
Helping one of the world's biggest airline brands make sale fares feel premium - and like they won't last for long.
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.
Launching the new. Vic Gov Sick Pay Guarantee - sick benefits for casual and contract workers. Democracy ftw.
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.
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 subtext in this maternity leave project. No, none at all :)
Optus Enterprise brand campaign
Medibank x AusOpen: TV Tennis
Melbourne Polytechnic - Empathy Auditions
Ending loneliness is free.
You, me and 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
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Some of the brands I've worked on and agencies I've worked with 🤝
