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Selected works of POS campaigns and products sold and displayed at 1,200 retail outlets across Aotearoa New Zealand.
BRIEF
Client Instant Kiwi
ROLE Design Lead (in-house)
SERVICES Art direction, graphic design, illustration,
print tech.
CHALLENGE Design the Instant Kiwi ticket in partnership with TVNZ's Hyundai Country Calendar, to celebrate their 60th anniversary.
OUTCOME As New Zealand's most watched and longest-running tv show, this was going to be a high profile product and campaign. Building on this joyful and wholesome brand, I created a playful and fun product that speaks to everything Country Calendar stands for - a celebration of Aotearoa's agricultural and rural industries. My hand-drawn, custom icons added to the playfulness and organic feel.
BRIEF
Client Powerball
ROLE Design Lead (in-house)
SERVICES Art direction, graphic design, illustration,
print tech.
CHALLENGE Design the campaign for Lotto Powerball's her Christmas Triple Dip promotion, the highest grossing period of the year.
OUTCOME A fresh take on the Kiwi Christmas icon, the pohutakawa flower. As this campaigns runs over the festive into the new year, I wanted to ensure the campaign would stay relevant for the full 5 weeks. So I developed a vector illustration of the pohutakawa flower that's instantly recognisable as Christmas but that also plays on fireworks for the New Year period.
Client
Instant Kiwi
ROLE | SCOPE
In-house | Art direction, graphic design, print design.
BRIEF
Design the hero Instant Kiwi ticket for Father's Day 2025 in partnership with Toyota.
outcome
This year's the prize structure was different, a chance to win either a Toyota Hilux or Land Cruiser. This posed a challenge with how to present the offering and communicate clearly that it was a chance win, and that you don't choose the model. My approach was to develop a brand new game play style, splitting the classic 'Match 3' grid into two columns, to create a clear system of Hilux vs. Land Cruiser.
The result was a clean and bold ticket, that stood out in the PODs and grossed over $9.7 million, generating approx. $2.4 million in community funding for Aotearoa.
Client
Instant Kiwi
ROLE | SCOPE
In-house | Art direction, graphic design, print design, owned-channel assets
BRIEF
A full end-to-end project - create the 2024 Father's Day hero Instant Kiwi ticket in partnership with Toyota and develop the multi-channel advertising campaign.
outcome
A gritty and textural ticket that really sells the idea of off-roading and the stunning landscapes of Aotearoa New Zealand. With restrictions on car placements for the advertising campaign, I built the creative to represent classic New Zealand road trips, the pre-adventure to off-roading. The product and campaign resulted in the highest grossing Father's Day period since 2019.
The product and campaign resulted in the highest grossing Father’s Day period since 2019, grossing over $10.5 million in ticket sales, returning $2.6 million in community funding.
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