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Work Background
FreelanceBrand Strategist, Creative Director, Film Director
Jan. 2024
youi insurance australiabrand strategy / creative director / film director
Aug. 2007 - Mar. 2023Sunshine Coast, QueenslandI moved to Australia in 2007 with the start up crew to launch a new brand in the Outsurance stable. I was responsible for creating a new brand and positioning it in the very competitive car and home insurance industry. I came up with the Youi name and with a designer, designed the corporate identity. Since then I have been responsible for the Youi Brand in Australia and later New Zealand. I have worked on all the brand and communications strategies for the company that has seen it grow substantially. I have conceptualised all of the campaigns and directed all of the commercials for the company since launch. We have no advertising agency and I use a freelance producer to produce all of the shoots with me. This results in substantial savings for the company.
fusion filmsfilm director / owner
Jan. 2002 - Jul. 2007Johannesburg, South AfricaFusion Films was a commercial production company that a producer and I started in Johannesburg. We produced TV commercials for advertising agencies. Early on we landed the Outsurance Insurance account where I was responsible for almost all the strategising, creative and film direction of many advertising campaigns for the company.
bester burke d'arcycreative director / shareholder
Jan. 2000 - Dec. 2002JohannesburgWhen Cape Town based independent advertising agency Bester Burke signed with D'Arcy internationally they needed an office in Johannesburg to handle the international clients: Fiat/Alfa Romeo, Procter and Gamble and Roche Pharmaceuticals were the main alignment clients. A managing director and I ran the office until Leo Burnett merged with D'Arcy. I had directed a commercial for Berocca whilst creative director and this opened the door to a change to directing for me.
nsop advertisingcreative director / shareholder
Jun. 1996 - Dec. 1999johannesburgI joined this small agency as a partner and shareholder. We built the agency, winning significant pieces of business. Most notably we won the Hyundai and Volvo accounts in a big pitch against much larger agencies. Unfortunately the people running the Hyundai and Volvo accounts lead their business into insolvency, exposing our business and force us to close our doors.
amc ddbcreative director / shareholder
May. 1993 - Jun. 1996johannesburgI joined this offshoot of TBWA Hunt Lascaris to work on the ANC election campaign in the historic first democratic election in South Africa. I worked solidly on the election campaign for a year. It was an amazing experience working with clients who had been to jail for 27 years for their brand. I was five meters from Nelson Mandela when it was officially announced that he had won the election to become the first democratically elected President of South Africa. I went on to design Mr Mandela's personal stationary, presenting my ideas to him at his dining room table. An experience I will never forget.
After the election the agency aligned with DDB globally and I worked on many of the DDB aligned clients.
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