Studio
Astle Creative. Copywriting and creative that ships at volume without losing
the idea — full-service strategy, campaigns, tone of voice, and retail rollout.
AGL × Netflix — "Join the Change"
AGL · Big Red Communications · Lead Creative Copywriter · 2023
The brief
Differentiate AGL in a commoditised energy market with a universal truth. We landed on the relatable “dad-at-home” moments — thermostat-controlling, F1-watching, household management — and built the “Join the Change” rebrand platform around a shift in what energy is for: its value defined by what it powers. In the modern home, Netflix is as essential as heating.
The execution
Developed the “TV Dad” persona as the centrepiece of the platform launch, using archetypal household friction to introduce the AGL Netflix plan — energy framed as the power source for the home’s actual priorities, like streaming. Rolled out across broadcast and tactical, price-based retail assets.
What I wrote
Refined the TV Dad scripts to keep the tone in observational humour; wrote the 15s and 30s broadcast spots — including the “if you can’t live without Bridgerton, it’s included in your electricity plan” hook — and managed the brand-voice rollout across retail.
7-Eleven — "Summer 24/7"
7-Eleven · CHEP Network · Copywriter · 2021–22
The brief
For 7-Eleven’s 25th anniversary in Australia, bring the “Wonderfully Easier” platform into social and prove the brand’s 24/7 convenience — a looping day-into-night hook that mirrored summer energy, day into night and back again.
The execution
Produced high-volume social iterations and iPhone-style shorts. To stretch the budget, we architected a day/night shooting technique — talent filmed in both time-of-day settings so the edit could switch seamlessly, giving a genuine 24/7 feel without the cost of multiple shoots.
What I wrote
Led the social-first copy for short vertical formats; wrote the day-into-night transition scripts and optimised the looping hook for IG Stories and in-feed — punchy and tuned to morning-coffee-to-late-night-snack habits.
Coca-Cola × Amazon — "Alexa, Let’s Share a Coke"
Coca-Cola Australia · VERSA, CHEP, BRX · Copywriter & Chat Flow Designer
The brief
A limited voice-commerce promotion built between Ogilvy, Coca-Cola Australia, and Amazon: ask Alexa to “Share a Coke” and get a free personalised can — conversational design for one of the first voice-led FMCG promotions in the region.
The execution
Designed the Alexa conversation flow to sit on top of Ogilvy’s creative platform, keeping the exchange elegant enough to feel like a gift, not a form. Layered in sonic branding to give the interaction its own “fizz.”
What I wrote
Wrote the chat-flow dialogue — prompts, confirmations, the personalisation moment — and the sonic-branding brief that shaped how the promotion sounded, not just read.
G8 Education — the Film-Diary Platform
G8 Education
The brief
“If drop-off guilt is real, how do you help parents feel okay?” A platform and campaign for re-engaging post-COVID early-education enrolment, built on the emotional arc of growing up — from the difficulty of the drop-off to the quiet pride of graduation.
The execution
A Film-Diary structure merging fragments from diverse families to find common ground in the drop-off drama — the shift from tears to unforced smiles. The strategy isolated the sublime in the mundane: a handhold on the bus, a fleeting smile in the back seat.
What I wrote
Wrote the platform line — “You aren’t leaving them; you are loving them with us” — and the copy framework built around those small, currency-of-affirmation moments.
Afterpay — "However You Christmas Afterpay It"
Afterpay
The brief
The insight: “Everyone Christmases differently.” People don’t just do Christmas, they execute a specific style — the Grinch, the Giver, the long luncher, the summer holidayer — and Afterpay’s partnership network is the precise transactional means for every one of them.
The execution
Built the campaign line to hold every Christmas archetype under one platform, letting the retail network do the work of proving it rather than picking a single “type” of shopper to speak to.
What I wrote
Wrote the platform line “However You Christmas Afterpay It” and the archetype copy — the Grinch, the Giver, the long luncher, the summer holidayer.
Youi — You-Shaped Insurance
Youi · Big Red Communications · Copywriter & Creative Ideator
The brief
Extend the You-Shaped Insurance platform beyond the policy and across the brand ecosystem — the promise that cover should fit the person, not the other way round.
The execution
Took the idea from the tangible — You-shaped car air fresheners — to the massive scale: a sponsored You-shaped goal post at the NRL. An integrated campaign anchored on one throughline.
What I wrote
Wrote the ecosystem extensions and the anchoring promise: capturing the moments when your insurance “truly fits ‘you.’”
