Australian tradies had forgotten about AEG Powertools.
But when they were actually tried one, they found them unexpectedly powerful. To bring some attention to this fact, we found Matthias Schlitte, a world champion arm wrestler who was literally born with ‘unexpected power’ in his right arm.
Matthias made TV, radio and press appearances on behalf of the brand, as well as giving arm wrestling lessons to local tradesman. The ad was viewed over 600k times online and helped get AEG ‘Back into the top 5’ on Australian worksites.
Pro gardeners think battery powered tools are ‘weak as piss’.
So we took a new AEG 58V battery chainsaw, fitted it with a fake petrol tank and fooled some unsuspecting professionals into giving it a go.
Perceptions were turned into sawdust.
We were told to 'go big or go home' in our expression of a new product that allowed punters to place a wager on a horse after the jump.
So we enlisted director genius Paul Middleditch to stop a horse race. For real. Using stunt horses and stunt jockeys directed by the stunt co-ordinator from Fury Road.
It makes the world go round.
We chase it. We spend it. We save it. It’s the foundation and fabric that holds society and civilization together. If someone's face is stamped on that money, it’s a pretty big deal, right? So, why don’t we know who’s on ours?
Those faces were relevant once, but they don’t strike a chord with modern Australia. The time is right for a facelift. The time is right for STRAYA CASH.
I decided to redesign Australia’s banknotes, featuring instantly recognisable personalities and cultural icons that present-day Australians love. And the results were glorious.
STRAYA CASH ignited a national discussion that played out online, on TV and over the radio. See some selected shares here.
As Sexually Transmitted Diseases are on the rise in Australia, profiles for common STIs created on Tinder to remind people that they could be matching with more than they bargained for.
This passion project was picked up internationally, like this NY Daily News article.
This campaign made the Tradepack, the number one selling Isuzu truck. No Bulls#it.
Despite being the second biggest killer in the world, most young people are unaware of the signs of stroke.
While their chances of suffering one are low, they are highly likely to be the ones to assist a victim.
To highlight this problem, we held a casting call with one of Melbourne’s top modelling agencies.
During the casting session photographer would call out poses such as ‘Tiger’, ‘Fish’, ‘Robot’, ‘James Bond’ and ‘Gangster Rapper’, which they all nailed.
Until we got to ‘you have had a stroke’. We then educated them on the signs, based on the ‘Think F.A.S.T model.
This project has not been released yet.
As of 2016, 15 countries have passed Marriage Equality laws to me same-sex marriage legal. Unfortunately, Australia is not one of them. The Australian Government still does not see the issue of Marriage Equality as a priority. However, numerous studies show that the majority of the Australian community does view it as an important issue. Importantly, a large proportion of this majority are married themselves.
Married people are arguably the best advocates for marriage, as they have enjoyed the emotional and legal benefits firsthand. Polls have found a majority (72%) support marriage equality, however at this present time there isn’t an easy way for individuals to publicly show their support in a meaningful way.
Until marriage equality laws are passed, married people are encourage to wear their wedding ring on their right hand. This is not only a powerful symbol, but a conversation trigger for an issue that requires discussion. The end goal would be to apply enough pressure on the relevant lawmakers to amend the discriminatory marriage act.
The campaign is completely open and adoptable, with various advocacy groups encouraged to unify behind it for a common goal.
Because sometimes it's not worth breaking a note just to buy a dimmy.
Due to the overwhelming response to Straya Cash, and the raft of modern day Aussie icons that couldn't quite muscle their their way onto the notes, I thought it only fitting to design a special set of commemorative coins for Australia Day.
I really enjoy drawing.
While working nights at a supermarket during my younger days, I had the idea to create a collection of drawings based on mundane items that were difficult to sketch. Despite their small size (close to A4), each piece took around 20-30 hours to full completion. There are 20 in all, and one day I hope to exhibit them should the opportunity arise.
After 2014's hugely successful 'Unexpected Power' campaign, the power of AEG could no longer be considered as 'unexpected'.
In 2015, AEG are 'Made of Power'.
We teamed up with VFX experts, Visual Playground, to create some kick ass 3D animation to bring this to life.
This swift offer ad was attention grabbing from a small iphone screen, right up to a 70inch TV.
It performed five times better than expected, discussed here.
We can’t see them, we can't feel them, but human rights protect every Victorian equally. To symbolise this, we created a transparent suit of armour.
Recreated a competitor’s ad and crashed it with our own message.
We wanted to show aspiring PSOs what it was like to patrol Melbourne’s trains stations with a first person interactive experience.
Various jobs for Isuzu trucks.
In the wake of Typhoon Haiyan’s devastating impact on South East Asia, we donated the Christmas card budget to the relief efforts of the Red Cross.