Tom McMullan (aka Shag)

It’s more than a song tho. It’s a connected digital campaign, harnessing the world-conquering reach of the Wiggles to teach Aussie kids to be sustainable tourists.

It also won a buncch of awards, ask me about ‘em!

This is a hard one to describe snack-ably. Suffice to say we created a meta game for EA’s largest property – FIFA Ultimate Team, AKA FUT – that was essentially a dynamic game of fantasy FIFA uniting entire fan communities across 13 territories.

Honestly speak to me if you want to know more. If you’re a gamer (or tbh even if you aren’t) it’s a super cool (and ongoing) project.

To celebrate the 20th anniversary of Nike’s most polarising (or gentrified, depending where you grew up) shoe – the Foot Locker exclusive Nike TN – we created a simple, mobile-first design tool to give fans the chance to flex and share their own unique style.

We knew it would be a success when, on launch day, before ANY media, fans had already posted 5000 of their own designs to Instagram.

Try it here!

You know how at the end of classic Nivea commercials a model splashes her face with water? Did you ever try to recreate this as a youngster? Yeah me too.

And look, I’m not convinced people even really care aobut TikTok campaigns anymore… BUT I still like this one because it transformed every challenge attempt into a classic Nivea commercial. Literally.

Plus, the key learning from the campaign (that Nivea’s users are way more diverse than their ads) was integrated into planning moving forward.

Jeep owners love sharing their outdoor bonafides with the world.

So my team developed the Jeep Compass Coordinates Filter: A bespoke AR filter that calculates your exact GPS coordinates in real time – giving Jeep fans the opportunity to flex their remote journeys, and share them on social to inspire other adventurers to do the same.

I’m really psyched about these. Spotify had a new ad format (skippable ads) and asked us to develop some ads that people wouldn't want to skip. So we used the brief (and some PayPal $$$) to create an entirely new audio format: 20-second podcasts.

We worked with actual podcasters to make sure they were actual podcasts and not just ads, and really focused on classic podcast quirks for added authenticity – from NPR-esque intro music to slight audio mistakes included in the mix.

Okay so once the idea was sold in I didn’t have much to do with this, BUT instrumental in its conception (so classic dad).

There are too many stats to share for this, but essentially in the middle of the pandemic, we created an award-winning weekend-long livestream showcasing the best of Australia to would-be travellers worldwide.

We were asked to create simple, effective social creative for Red Rock Deli that could capture the attention of foodfans.

With this example, we used a 3D model of the flavour cues to create animations you can almost touch/smell/savour.

This is an early example of a connectected, data-fueled, digital-first campaign.

Cooler still is that it leveraged data from both the consumer and B2B sides of their business. I am sorry for staying ‘we started a movement’ in the case study (and the sock puppet, 2016 was another era).

I try to devote as much time as I can in my roles to help jnuior creatives honestly interrogate where they want to go, and them help them take the steps to get there.

I’ve also been recognised as an AWARD School tutor of the year.

From a freelance job in which I had an arvo hours to write 10 commercial radio ads, all approved without feedback.