Freelance Creative Concepting / Writing / Creative Direction


ad agency expertise

I have worked for New Zealand's biggest advertising agencies and created work for the country's most iconic brands. My experience spans brand, retail, digital, experiential, social and charity marketing. My work is recognised globally for both its creativity and effectiveness.


small business savvy

As co-owner of The Toy Shop, I have a unique understanding of just what it takes to run a small business – hard work, hustle and clever thinking on a budget. It is this hard-fought knowledge and my extensive advertising experience that I lean on when working directly with small businesses.


how can i help

Advertising agency, media company or small business? I'm available to work with you on a freelance or project basis. Whether you need start to finish creative concepting and production, copywriting, editorial or creative direction, I would love to talk to you about how I can help.


Advertising meets architecture in this unusual project.


To prove that you can get any job done, with nothing but the Yellow book, mobile app and website, we set Tracey Collins an interesting challenge – to build a working restaurant, 10 meters up a Redwood tree.

To view the full story behind the Yellow Treehouse, click here.



Kiwis built the story. We rebuilt the car.


To celebrate 60 Years of Holden and rekindle lost passion for the brand, we created a branded content series. The webisodes, featuring the restoration of Holden’s most iconic model, the HT ’69 Monaro, re-engaged lapsed Holden fans. They followed the series for 3 months, anticipating every chapter of the restoration process, which was hosted by legendary NZ Holden driver Greg Murphy. Inspired by the project, thousands of kiwis shared their Holden stories from the past 60 years on our campaign website and in the end, one of them drove away with the ultimate prize – the fully restored Monaro. 

To view the full story behind The Monaro Project, click here.



A new voice for one of Auckland's oldest jewellers


The Sutcliffe Jewellery project was an absolute pleasure to work on. Diamonds really are a girls best friend, and they don't get finer than Brent Sutcliffe's exquisite designs. Working with Andrew Simpson at Gunship Digital, I was tasked with developing a new voice and strapline. One that enabled them to own 'artisan and bespoke craftsmanship' in a noisy and often misleading market.

Work commissioned:
Brand platform and strap-line
Copy for new website: view here
90 bespoke product titles and descriptions: view here
30sec radio script


For the love of food


I have a passion for food, cooking and travel, so it was a pleasure to combine these interests with my love of writing for online magazines, Crazy Chic and B Mag.

Talk to me about blog, editorial or long copy writing now.