Across my career, I have led projects ranging from major rebrands to multi-channel campaigns across TV, radio, print, and social. With a foundation in advertising sales, I learned to navigate the critical intersection of client expectations and commercial realities while building high-performing teams to deliver the vision.
This work reflects the projects delivered through the companies I built and led, spanning brand, strategy, and production. Across each engagement, my role was to lead the pitch, shape the strategic approach, and assemble and guide the right teams to deliver against client objectives and commercial outcomes.
Global Merchant Case Study
Video Program
Client: Afterpay
Category: B2B Content Strategy, Video Format Development, Global Production
Markets: Australia, United States, United Kingdom
The challenge
Afterpay was investing heavily in merchant acquisition and needed a way to show real customer success at scale. The sales team was already using written case studies, but they lacked the emotional impact, clarity, and flexibility required to support different industries, markets, and stages of the sales funnel.
Video was identified as the missing layer, but the problem wasn’t production. The challenge was how to create a video format that could work globally, feel authentic to each merchant, and still be unmistakably Afterpay.
This had to be achieved while navigating ongoing brand evolution, including rebrands, the Square acquisition, and differing needs across global and local B2B marketing teams, without fragmenting the look, tone, or message of the content.
The approach
Rather than producing individual case studies, we designed a repeatable B2B video format that could scale globally and support multiple commercial objectives.
The focus was on building a system, not just assets.
Key principles:
Merchant-first storytelling, not scripted testimonials
A consistent narrative structure that worked across verticals
Modular content that could be used across sales, web, and demand generation
Creating a motion graphics system could be used across global assets
This approach allowed Afterpay to build a recognisable merchant content platform that improved with each iteration.
The format
The final system consisted of three core video types per merchant:
Merchant Story Videos
Founder-led narratives focused on business growth, challenges, and outcomes, with Afterpay positioned as an enabler.
Testimonial Videos
Short-form proof content designed for sales enablement and targeted outbound use.
Product-Focused Videos
Educational content demonstrating specific Afterpay features through real merchant use cases.
Each format followed the same narrative arc, visual language, and tone, allowing Afterpay to maintain brand consistency across markets while tailoring content to different industries.
The outcome
The result was a scalable, globally deployable merchant case study video system that became the foundation of Afterpay’s B2B video strategy.
The content has been used across:
Sales enablement and 1:1 merchant conversations
Website case study hubs
Demand generation and paid media
The program was delivered across Australia, the United States, and the United Kingdom, with productions running in parallel while maintaining global consistency.
Client: Sandhurst Fine Foods
Category: Brand Strategy, Research, Design Systems
Context: Australian family-owned business, $100M+ annual revenue
The challenge
Sandhurst set a clear commercial objective: double its retail business over five years.
To support that growth, the brand needed greater consistency, stronger shelf presence, and a clearer articulation of its Italian-Australian heritage across an expanding product range.
Retail buyers and category managers were pushing for clearer brand blocking, improved readability, and packaging that differentiated Sandhurst from increasingly generic competitors.
The approach
We led a multi-stage, research-led brand refresh designed to align stakeholder expectations with consumer behaviour and retail realities.
The work covered:
Stakeholder interviews with executive, retail, and food service leadership
Qualitative and quantitative consumer research to identify brand and packaging opportunities
Brand strategy development grounded in heritage, quality, and family ownership
Design exploration across logo, brand mark, wordmark, colour system, and packaging architecture
Design testing and refinement based on research outcomes
Final asset development and rollout across the retail SKU range
Strategic focus
Research highlighted several critical truths:
Sandhurst’s Italian-Australian family story was a genuine differentiator
Consistency and shelf impact mattered more than decorative complexity
Consumers wanted authenticity, warmth, and visible product quality
Simplicity had to feel premium, not generic
The strategy centred on making the brand unmistakable on shelf while reinforcing provenance, family, and quality without over-claiming.
The outcome
The final system delivered:
A unified masterbrand identity with a refined logo, wordmark, and colour palette
A packaging architecture that improved readability, shelf blocking, and brand recall
Design elements validated through consumer testing as premium, authentic, and trustworthy
A scalable system applied consistently across retail SKUs
Post-research feedback showed immediate preference for the new designs, with consumers describing the brand as modern, premium, confident, and more emotionally engaging than the previous packaging.
Global Brand Campaign,
Local Asset Creation
Client: YSL Beauté
Category: Global Campaign Localisation & Asset Creation
Channels: OLV, Social, CRM, E-commerce, Retail, Online Advertising
The challenge
YSL engaged Story Machine to create local campaign assets to support the Australian launch of the Libre fragrance as part of the global Gift Gold, Gift Bold holiday campaign.
The work needed to align precisely international campaign work featuring Dua Lipa and Zoë Kravitz, while translating the campaign for the Australian market using local talent and locations.
The primary objective was to drive e-commerce and retail sales through a suite of premium video and still assets that could be deployed across online advertising, social media, CRM, retail environments, and events.
The approach
We used the global campaign assets as the creative anchor, then designed a local execution that delivered a premium extension of the campaign across all required formats.
Anchored creative decisions to the global Gift Gold, Gift Bold campaign world, tone, and visual language
Developed a local concept that balanced brand storytelling with clear retail and e-commerce objectives
Planned a single-day shoot to efficiently capture hero video assets and a complete set of campaign stills
Structured the production to maximise output while maintaining luxury brand standards
Creative production
The campaign was shot at Sydney’s State Theatre, using the venue’s scale, marble architecture, and detailing to reinforce the bold, gold aesthetic central to the campaign.
All video and still assets were captured in one full shoot day to maximise efficiency and return on investment
A custom 2-metre gold YSL sculpture was fabricated as a hero visual element within the campaign
Direction and cinematography focused on elegance, texture, and movement to align with global YSL luxury cues
Post-production delivered a refined finish across edit, colour, and asset delivery
The outcome
YSL received a complete, locally produced campaign asset suite aligned to global brand direction and built to support e-commerce and retail conversion during the Australian launch of Libre.
Delivered assets included:
Hero campaign video assets for OLV and social
Social and CRM cutdowns across multiple aspect ratios
Campaign stills for retail displays, e-commerce, online advertising, banners, and takeovers
The content was deployed across social, CRM, online advertising, e-commerce, retail, and event environments, giving the local team a fully integrated set of assets to support the holiday launch window.
