EVEN MORE ABOUT ME
A strategic creative
with the craft to back it up.
Previously a Strategist and Designer across the branding, advertising, and publisher worlds, as an Art Director, I see solutions others miss.
A problem solver at heart, I care about ideas that work as good as they look. From re-branding the Socceroos, turning money talk into a viral TikTok conversation, building a monster for superannuation, or breaking the stigma around mental health for young Aussies.
I've created platforms & campaigns for Australia's largest bank, grocery store and football team, while working on other beauty, finance & retail brands with the same consideration of craft and drive for results.
I've won local awards and Cannes Young Lions. Led winning pitches and industry committees - currently Co-Chair of NSW Youngbloods. Spoken at events in Australia and Vietnam, while also regularly mentoring young talent at Award School and Open House.
If I'm not at my desk, you might find me flipping around a pole, trying to keep my herb garden alive, or deep in a book.
ABOUT
LAURA
2025
20M+ engagements
227% over delivery on purchases via TikTok
+99% in OOH, driving scale & awareness
2024
22M+ VIEWS
"Why am I actually enjoying these ads" - real comment 1.5K likes
THE SOCCEROOS DISPUTE
THE END OF THE ‘Golden Generation'
With the 2026 Football World Cup qualifications approaching, the Socceroos needed a new brand platform to stand on as they made their 6th consecutive qualification.
So we flipped one of the team’s biggest criticisms, that they’ll never be as good as the “golden generation” into a rallying cry that immortalises the golden moments of our past, present and future, with: Forever Golden.
We launched with an enduring design system, bold new word mark, 60" film, a suite of OOH and even BTS Socials.
2025
+38% AWARENESS
+19% SOCCEROOS FANS
CommBank Breaks Gen Z’s
Biggest Taboo: Money Talk
CommBank was struggling to connect to Gen Z, meanwhile, their financial literacy is the worst of any generation before. Armed with the understanding that Money is a bigger Taboo than their sex life or mental health, we sought to get Gen Z talking about money, in their language.
Here, our proactive idea 'Can We Talk About Money?' was born, a TikTok first series that tackled the taboo of Money talk and redefined financial education for Gen Z through an edu-taining format. Three episodes. Two influencer stars. One collaborative team that made an ecosystem of content to drive fame.
2024
22M+ VIEWS
"Why am I actually enjoying these ads" - real comment, 1.5K like
ART DIRECTION
STRATEGY
COPYWRITING
& PHOTOGRAPHY
