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Selected works of POS campaigns and products sold and displayed at over 1,200 retail outlets across Aotearoa New Zealand.
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Client
Instant Kiwi
PARTNER
TVNZ
ROLE
Design Lead (in-house)
SERVICES
Art direction, graphic design, illustration, print tech.
The Brief
Design the Instant Kiwi ticket in partnership with TVNZ's Hyundai Country Calendar, to celebrate their 60th anniversary.
As New Zealand's most watched and longest-running tv show, Country Calendar is a national treasure in Aotearoa - a Sunday evening ritual for many households. Designing a co-branded Instant Kiwi ticket to celebrate its anniversary meant upholding a 60 year legacy.
THE OUTCOME
Rather than going down the fast and easy route of reaching for stock imagery, I developed a suite of custom hand-drawn icons celebrating Aotearoa's agricultural and rural industries. Each icon was drawn from scratch, giving the ticket a warmth and playful authenticity that reflects Country Calendar's wholesome identity.
THE RESULT
While on promotion, the ticket sold over 218,000 units generating nearly NZD$1.1 million - smashing sales targets by 25%, as well as exceeding stretch targets by 13%.
Currently still on sale.
Powerball Christmas 2025
Campaign design for the highest-grossing
period of the year.
Client
Lotto NZ | Powerball
ROLE
Design Lead (in-house)
SERVICES
Art direction, graphic design, illustration, print tech.
The Brief
Design the campaign for Lotto Powerball's hero Christmas Triple Dip promotion, the highest-grossing period of the year.
THE 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.
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INSTANT KIWI FATHER'S DAY 2024
Full end-to-end project, from product
design to marketing campaign.
Client
Lotto NZ | Instant Kiwi
ROLE
Design Lead (in-house)
SERVICES
Art direction, graphic design, print tech, marketing campaign design, OOH assets, owned-channel assets.
The 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.
THE OUTCOME
The creative direction for this one was all about texture and scale. I wanted the ticket and campaign to feel gritty and physical - rugged landscapes, earthy tones, the kind of imagery that makes you feel like you're already out on the road. The Toyota Hilux deserved more than a clean product shot, it needed an environment worthy of it.
Big, bold 3D typography did the heavy lifting across the campaign - loud enough to stop someone in their tracks at a bus stop, punchy enough to work across digital and instore. Designed to be flexible across multiple channels and specs, from extreme landscape and portrait, and still keep the same impact.
THE RESULT
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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INSTANT KIWI FATHER'S DAY 2025
Product design for the hero Father's Day ticket.
Client
Lotto NZ | Instant Kiwi
ROLE
Design Lead (in-house)
SERVICES
Art direction, graphic design, print tech.
The Brief
Design the hero Instant Kiwi ticket for Father's Day 2025 in partnership with Toyota.
THE 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
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.
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