All Work

Overview
A personal, social-first visual homage shaped around a recognizable cultural voice, expressive art direction and short-form video.

Context
Personal creative work, made to explore cultural reference as a creative device. Not client work.

Overview
A self-initiated beauty campaign system spanning collection launches, product storytelling and an in-person masterclass — built to explore how creative and commerce work together online.

Reflection
This project is where I began thinking about creativity as part of the funnel rather than decoration around it.

Overview
A strategic analysis exploring how Woolworths can protect its premium positioning while responding to changing consumer expectations around value, accessibility, and relevance.

Context
An independent academic strategic analysis of Woolworths' South African market — not an official Woolworths marketing campaign. The retailer's growth agenda spans digital expansion through Woolworths Dash, premium reinforcement through Farming for the Future and the In2Food acquisition, financial growth led by the Food segment, engagement with emerging consumers, and cultural relevance through collaboration.

Reflection
Working through this analysis sharpened how I read a market: long-term competitiveness depends on balancing premium differentiation with broader accessibility, not choosing between them.

Extending a family staple South African brand into a new occasion.

Overview: An integrated promotional strategy exploring how Oros could enter an adult beverage occasion while extending the brand into a younger social context without losing its recognizable identity.

The challenge
How can Oros extend into a new adult occasion while maintaining the strength and familiarity of the existing brand?

The insight
Consumers can form strong emotional associations with familiar South African brands, creating an opportunity to build on existing brand equity while introducing new usage occasions.

Reflection
This project strengthened my understanding of how brand extension requires a balance between familiarity and innovation.

Context
Freelance campaign strategy for Roam & Root, a travel and community brand whose value sits in local rootedness rather than destination scale.

The challenge
Travel communication defaults to places. The brand needed an idea that made people and local knowledge the reason to choose it.

The insight
People trust local knowledge more than marketing claims about a destination. Discovery feels credible when it comes from someone who lives there.

The strategy
“Root Like A Local” — an audience-led campaign idea that turns local insight into the campaign's creative engine and invites the community to contribute to it.

Reflection
Building this campaign showed me that specificity is a strategic asset — local detail carries further than broad, safe messaging.

Context
Freelance strategy work for Lunchbox Theatre, whose bookings are decided by professionals rather than walk-up audiences — which makes LinkedIn the brand's most commercially relevant channel.

The challenge
The brand's story was being told to audiences, not to the decision-makers behind bookings. LinkedIn was present but not working as a professional channel.

The insight
The people who book are buying credibility and reassurance, not entertainment. Content that shows how the work is made travels further with them than promotional posting.

The strategy
Clarify positioning for a professional audience, then build LinkedIn around content pillars that carry proof: the craft behind productions, the people, the thinking and the client experience.