03
Living Well
2025
How do you create content people actually want to spend time with when they weren't looking for content in the first place? People are carrying shopping bags. Wrangling kids. Rushing to a movie. Grabbing groceries on the way home. Every piece of content had only seconds to earn attention while remaining useful across a wide range of retailers, audiences, and environments.
Rather than shouting about product prices, we focused on the real human rituals that bring people into centres - sharing meals, upgrading homes, and spending time together.
As Associate Creative Director, I led the creative development of the platform following strategy through to rollout, shaping the content architecture, visual language, and production approach. This included concept development, art direction, motion direction, stakeholder presentations, cross-discipline collaboration, multi-day production across multiple locations, and oversight of deployment across QIC Retail's national screen network.
Shifted in-centre media toward behaviour-led storytelling and built a massive, scalable content library capable of generating hundreds of variations without constant campaign redevelopment.
