How do you know when the client’s happy?I already checked. Twice.
Client work, kept brief.
Artists for Kids CultureNot-for-profit and culture
The situation
ArtsbusTV, a segment of Artists for Kids Culture (AKC), had upcoming episodes airing on community TV with no promotional campaign behind them, risking little to no audience awareness.
My role
- Acted as sole Project Coordinator for the campaign
- Wrote and edited two promotional videos
- Ran Instagram and TikTok channels
- Researched distribution channels and tailored messaging to Warrnambool and Geelong communities
The outcomes
Instagram views on the Warrnambool promo (a 400% increase)
Instagram views on the Geelong promo (a 150% increase)
interview on ABC South West Victoria's Breakfast, the leading regional radio program in the area
Cobs DRIZZL'DAcademic projectSnacking FMCG
The situation
Kinrise needed a fun, imaginative campaign to promote their line of Cobs Drizzl’d, popcorn drizzled with chocolate. The product’s popularity had decreased, and it sat lower in popularity and market share compared to their line of regular popcorn.
My role
- Communication coordinator
- Market research
- Client pitching
- Consumer insight research
- Creative concept development
The outcomes
Client pitches to Head of Marketing and Innovation, and Brand Manager of Kinrise
Mixed media executions across socials, OOH, traditional media and pop-up events
RMIT GalleryAcademic projectCulture and education
The situation
The RMIT Gallery needed a low-budget campaign to drive students and CBD foot traffic to the Creative Antarctica exhibition, split across two galleries 1km apart.
My role
- Communication leader
- Coordinated research and data across the team, including market analysis and key audience insights
- Used these insights to create a cost-effective campaign, combining traditional and guerrilla tactics into one cohesive campaign
- Pitched to the client
The outcomes
Campaign selected by the client as their favourite, the strongest and most effective of all group presentations
High Distinction, the top grade band in the course
Media executions produced across traditional and mixed forms
FenbidAcademic projectConsumer healthcare
The situation
Fenbid were launching a new quick-release liquid gel capsule in the Chinese market, designed to activate within 15 minutes. Campaigns were designed for submission to the Shanghai International Advertising Film Festival.
My role
- Project coordinator
- Strategist
- Data analysis
- Market research
- Pitching
The outcomes
15-second advertisements produced
agency visit to TBWA
Distinction grade
Ugly Food CoAcademic projectSocial enterprise and sustainability
The situation
UglyFood, a social enterprise selling surplus and cosmetically imperfect produce, needed a campaign to boost sales by shifting how consumers perceive “ugly” fruit and veg.
My role
- Project Coordinator for a group of three
- Led strategy and concept development, shaping how the campaign would reposition “ugly” produce with consumers
- Pitched the final campaign
- Contributed to ad concept creation and video editing
The outcomes
Media executions across social media, OOH, competitions, and more
High Distinction, the top grade band in the course
AUD worth of fruit and veg wasted every year because of cosmetic reasons
Feedback:
“Seb's skills and ethics are an asset - particularly in teams where he can bring his impact and evidence-based lens to collaborate with content creators and creatives on meaningful work.”
“You have delivered excellent work. I'm really proud. Your research is in-depth, giving you a platform to develop your communications plans and artefacts that are very clever.”
“'Eat Ugly' is disruptive, full of attitude and defiant. It challenges conventions and double-dares the target audience to step up the challenge. Nice work.”
Artists for Kids Culture
South West Victoria Breakfast on ABC listen
Ugly Food Co
RMIT Gallery
Cobs DRIZZL'D
