My Bottom Drawer
While I’m proud of my work that made it out into the world, there’s always ideas that didn’t make it out alive.
Yes, clients didn’t go for these ideas for one reason or another, and many of you will be screaming into your screen: “IT DOESN’T COUNT IF IT DIDN’T GET MADE!!!” (although, such ideas have gone on to win Cannes Lions…)
The truth is – I am sharing these ideas purely in the hope that they show you what I am capable of as a creative; over and above what my clients were capable (or not) of approving.
To prove that everyone can relate to NSW Art Gallery’s art - not just the elite - we planned to share their artworks with the masses using the broadest vehicle possible - memes.
During The Great Resignation, 1 in 4 Aussies wanted to quit their job and change industries. This idea for a university aimed to help people resign in style and enrol on a career-changing vocational course.
Home loans are painful. To show how Compare The Market’s meerkats make them “simples”, I dropped them into the ultimate house of pain - Kevin’s Home Alone house - and deepfaked Kevin’s face and dialogue to tackle a different kind of home disaster and tell the nation: ‘Don’t Home Loan Alone’.
A TV idea approved in the first meeting. By the second meeting it was brown bread - dead. The thinking was to show ultimate desire for Helga’s bread by rewriting history’s biggest hiccups, Forrest Gump style, and laying the blame for these mishaps at Helga’s door.
I spent many weekends baking schooner-sized Yorkshire puddings to prove this would work. Time well spent.
A stunt to get Aussies drinking Passion Pop in the park again. Worthwhile work.
During the 202 Australian bushfires I had an idea that probably only David Walsh would do. He didn’t.