Sarah is a one-woman communications team - with proven multi-disciplinary capability across end-to-end creative campaigns, behaviour + narrative change, brand experience design + psychology.
A bolt-on, on-the-tools senior communications specialist, Sarah brings problem-solving clarity + storytelling craftswomanship directly to brand teams. Shaping strategic solutions to communications challenges. And crafting messaging + visual storytelling that creates impact (not just noise).
EXPERIENCE + SKILLSETS
20 years experience in end-to-end creative + brand engagement communications.
Advertising agency experience includes Colenso BBDO (NZ), M+C Saatchi (Melb, Syd + UAE), TBWA (Melb) + Ogilvy (Melb).
Direct/consultancy clients include VicHealth, Medibank, Mastercard, Kraft-Heinz, National Association of Services Against Sexual Violence + Authentified.
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Strategic positioning + insights
Brand platform creation
Campaign concepts
Brand content creation
B2B and B2C copywriting
Product naming
User experience and product design innovation
Production direction
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Significant experience in behaviour change + public health and safety campaigns (COVID-19 Emergency Response, WorkSafe - Psychological Safety, Department of Social Services - Disability, etc), as well as bringing academic expertise from Psychology studies (Monash Uni).
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Over the last 3 years, I’ve worked on projects and pitches for ad agencies including By All Means (City of Melbourne ‘Only in this City of Ours’), The Royals (University of Melbourne new business pitch), Bullfrog (Oxfam, Dineamic, AIA, F1 Australian Grand Prix), Dentsu, Dig, Taboo and more.
I also work directly with Australian businesses and organisations who need expert creativity without bleeding cash on unnecessary agency overheads (VicHealth ‘UNCLOUD’, Medibank, NASASV, Authentified, Kraft-Heinz, Mastercard x Australian Open).
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I was selected for D&AD’s 2025 Creative Leaders Programme. I’m the Director of MADC Presents for the Melbourne Advertising and Design Club. I’m also a Victorian AWARD School Head veteran. A repeat lecturer with Copy School. A gushing-yet-firm juror at shows including D&AD (Side Hustle), MadStars, Spikes Asia, Gerety and AWARD Awards. I’ve got some shiny advertising awards, and two luminous children.
CAPABILITIES
Strategic positioning + development
Creative ideation + direction
Copywriting + messaging
On-the-tools design realisation (Adobe Suite + Figma)
Visual storytelling + art direction
Scoping + production guidance
CHANNELS
Broadcast, cinema + online video
Out-of-home + Print
Social, Digital, In-Game + Content
Earned Media + PR
Partnerships + Activations
Owned channels (websites, eDMs, etc)
LATEST PROJECTS
UNCLOUDING THE SOCIAL RISKS + HEALTH HARMS OF VAPING FOR 12-17 Y/Os
UNCLOUD uses real teens’ perspectives to empower other teens to say no to vaping - without any social or emotional risk.
This 3-year campaign aims to UNCLOUD the mental health and nicotine addiction impacts of vaping - as a way of warning other teens about what it can do to your health.
Over the course of 10 months, I partnered directly with VicHealth's in-house team to develop this multi-channel campaign from end-to-end, from strategy to creative to delivery, and across paid, earned + owned channels, in-gaming ads + influencers, partnerships + events.
A SHAMPOO THAT REFRAMED GLOBAL FOOD INEQUALITY, WITH EVERY WASH.
Truth is, Aussies avoid hard truths. And the reality of global food inequality is far from easy to digest. That’s why Oxfam Australia launched ONLY SHAMPOO - an everyday product that powerfully reframed a shocking truth, as a tangible representation of global food inequality. Washing away charity fatigue, and making the issue of global food inequality literally live rent free in Aussie's minds, and bathrooms. Not just every time people saw our ads.But every time they washed their hair.
LAUNCHING AN ICONIC, WORLD-CLASS SPORTING EVENT WITH THE SWAGGER IT DESERVES
The world’s ultimate car race, featuring world’s fastest cars. Doesn’t seem like a hard sell. But in a city that has the highest standards for everything, making the 2025 Formula 1 Australian Grand Prix a hot ticket meant creating a brand identity and launch campaign with the likeable swagger to match the vibe of the event itself.
CHANGING THE GAME WITH A RULE-BREAKING PARTNERSHIP
Aussie Rules has long been the domain of tradition, and men, and playing by the rules. But the women of the AFLW don’t play by the Aussie Rules - they break them. ‘Rewrite the Aussie Rules’ is set to redefine brand partnerships for the next 3 years, with Medibank proudly backing the AFLW as they keep changing the game - for good.
READYMADE MEALS,
MADE HONEST.
Forget making healthy, tasty meals from scratch. Dineamic’s readymade meals range are made honest, meaning you can skip the pomegranate spanking and batch-it crazy batch-cooking sessions, and go straight to the freezer for your hit of healthy delicious goodness instead.
DEEPER CUTS
DEEPER CUTS
Helping one of the world's biggest airline brands make sale fares feel premium - and like they won't last for long.
A new brand platform for a world-leading university. The University of Melbourne wanted to own its status as a leading tertiary institution, helping students be in demand across the globe. This platform does that and more - and now, it's the brand positioning that acts as the central organising idea for all UoM brand comms from 2024 onwards.
After the COVID pandemic died down, getting Victorians to get their winter flu shots was like asking them to sacrifice a kidney. This work fot the Department of Health made taking care of your health feel less grudgey and more do-ey.
Making portraits out of emojis for the Alannah & Madeleine Foundation's school cyber education program.
Work for Lindemans (part of Treasury Wine Estates), shot in Japan on the last day of cherry blossom season. I've also worked on iconic wine brand Penfolds.
Brand series for RSPCA Australia - 'We pick up the pieces.'
Brand series for RSPCA Australia - 'We pick up the pieces.'
Brand series for RSPCA Australia - 'We pick up the pieces.'
A new through-the-line campaign for a new government benefits scheme. The Victorian Government Sick Pay Guarantee campaign launched in 2023, clearly stepping out the benefits of the initiative to working Victorians of all cultural and linguistic backgrounds.
In 2016 I created Campaign Bechdel - a world-first tool to measure and track gender stereotypes in advertising. Remember 2016? Back when Hilary lost to the orange man, and #MeToo mattered? It was a time. So clearly there's no feminist subtext in this maternity leave project. No, none at all :)
Experiential activation for Honda at the Australian Motor Show, this digital wall showcased the power of automotive dreams with animations that were powered by audience's smiles.
Optus Enterprise brand campaign.
Medibank x AusOpen: TV Tennis
Melbourne Polytechnic - Empathy Auditions
ENDING LONELINESS
IS FREE.
You, me and a view of the stars. Or how about an earbud between buds? Loneliness is endemic, but thankfully, the cure is relatively easy. This social campaign for AIA Health Insurance helped Aussies pledge to do something to end loneliness with a friend - helping them set up a meaningful action that fuels necessary human connection.
NO MORE BEING HELD HOSTAGE BY YOUR ENERGY BILL.
New player in the market Tango Energy wanted to show their customers how they were different from the other energy companies. This brand ad proved that Tango helped Aussies take charge of their energy usage - no hostages required.