THRIVE PR
[[01/25 – Present]] [Studio Lead / Creative & Content Lead]
At Thrive PR & Communications, I led creative direction and production across national brand campaigns spanning automotive, finance, energy, and consumer tech. I owned work from concept through to delivery setting the creative approach, shaping visual direction, and ensuring execution stayed sharp, on-brand, and scalable across channels.
I operated as the central creative connector between clients, internal stakeholders, and external partners. That meant briefing and leading freelance crews, keeping teams aligned under tight timelines, and maintaining quality across stills, motion, retail assets, and campaign systems. The work demanded calm decision-making, strong taste, and the ability to make ideas real without blowing scope, craft, or trust.
Creative Direction / Production / Edit + Motion / Brand + Design
Selected Work at Thrive
BYD
Directed and built the retail visual framework for BYD’s campaign rollout, spanning dealership displays, OOH, and digital placements. Led shoot and post workflows, ensuring imagery, pacing, and layouts elevated vehicle presence in high-traffic retail spaces. Developed a scalable asset system designed to flex across multiple models and national retail environments.
Retail campaign
LEGO
Led creative direction for LEGO brand moments across events, reels, and VNRS. Worked hands-on across capture and delivery to ensure content felt playful, high-energy, and culturally aligned while remaining consistent with LEGO’s global brand framework.
Experiential & social content
Business-led storytelling seriesANZ
Led a multi-episode storytelling series for ANZ spotlighting Australian business owners, including high-profile content featuring Dylan Alcott. Shaped the creative approach across long-form interviews and social cut-downs, directing conversations to feel human, credible, and commercially grounded.
Operated as the central creative lead between ANZ brand, talent, PR, production partners, and internal teams balancing multiple stakeholder needs while protecting the integrity of the work. Directed shoots, managed approvals, and oversaw post-production to ensure stories landed with clarity, warmth, and consistency across platforms.
Digital CampaignHAYS
Led the creative development of Hays’ digital Salary Guide campaign shaping the core concept, hero key visual, and visual system for rollout across digital channels. Worked closely with internal stakeholders to translate complex data into clear, engaging creative.
Oversaw execution end-to-end, mentoring two junior designers through layout development, refinement, and final delivery. Ensured consistency, craft, and pace across all assets while maintaining creative quality under tight timelines.
B2B thought leadershipAussie Broadband
Directed and shaped interview-led content for Aussie Broadband’s B2B and enterprise positioning. Led creative approach across LinkedIn-first video and social statics, focusing on pacing, confidence, and credibility. Oversaw edits to ensure messaging landed clearly with a senior, informed audience.
