I was engaged by the Department of Education, New South Wales, as an all-round creative. I worked on everything from conceptual pieces through to illustrations and laying out documents, including photographic shoots, infographics, illustrations, and managing other team members, etc. The main project I worked on was the Digital Strategy for 2022 to 2025.
I really enjoyed this project. It gave me a smattering of all sorts of things to work on. Obviously, my wheelhouse is large conceptual work, but this was a mix of conceptual direction of shoots, illustration layout, and good communication skills. Really, it was a nice project to settle into the freelance rhythm after returning from Hong Kong. It was also a refreshing experience to not work in agencies for a change; the pace of government work is very different, and the time given to the strategy is longer. Obviously, it comes with creative restrictions that you accept when you take on the work.
When we initially started the project, the strategy was going to be developed as a printed A3 document. As we progressed over the first couple of months, it became very clear that it had to be done in PowerPoint as a distributed & shareable object. So, many iterations of the document were generated before we got to the final iteration.
The strategy was made up of many types of documents, including the core strategy and subsequent addendum documents that covered technology infrastructure, spending rollout plans, etc. For these documents, I worked with teams within the department to format their content, write in some cases, and decide which parts would become illustrative and which would remain as text.
Designing a look and feel to carry across all of their assets for the digital strategy work, and carrying this through to a website. Additionally, I was involved in creating visioning videos and storyboards for these pieces of communication.
In 2018, I returned to Sydney after spending some time in an APAC role. Work opportunities were scarce. In order to fill the void, my partner and I decided to establish our own café business, which we continue to run successfully to this day. Having spent my entire career developing products and building businesses, it became second nature for me to constantly seek ways to expand and improve our venture.
Our primary business, Rise, is a café located in Oyster Bay, just thirty minutes south of Sydney. However, we soon realized that many cafés were operating inefficiently, opening early but closing shortly after lunch. This left the premises unutilized for a significant portion of the day, while still incurring rent and council taxes.
Identifying this untapped potential, we seized the opportunity and created YummyBear Pack Lunches. These freshly made, nutritionally rich packed lunches could be conveniently ordered through our app by midnight the night before and delivered to children's schools by 10 am the following morning, complete with a cool bag and ice pack. We were fortunate enough to establish partnerships with Montessori schools in The Shire region of Sydney.
Unfortunately, the outbreak of Covid-19 brought school closures and rendered our lunchbox business obsolete. We had no choice but to close it down.
During the Covid-19 pandemic, businesses across various industries faced immense challenges. As restrictions eased and small gatherings became possible again, we noticed a growing demand for quality catering services. This led us to launch Gather, our catering offering, born out of both the opportunities we identified and the necessity to survive during this difficult period.
As our catering services developed, we found ourselves producing certain products on a larger scale. One such example is our early-stage endeavor, Red Lion Paté & Pickles, which we hope will grow into something significant.
They say idle hands are the devil's workshop, but for us, it was an opportunity to adapt and evolve our business ventures.
A quick snapshot of some recent works
I have been working with Campfire for approximately two years. My first encounter with Campfire was during my work with the DOE (Department of Education) on the digital strategy art direction of documentation for the project. As the relationship with Campfire grew through this contract, I was asked to continue contracting with them for the DOE (Department of Education). Eventually, I transitioned from a contract position to a full-time role, similar to my previous engagement with the DOE project.
At Campfire, I am a creative all-rounder, with a primary focus on web work, as it constitutes a significant portion of our projects. This involves a lot of work on Figma and tasks such as creating user journeys, empathy maps, and conducting stakeholder interviews - all essential components of the UX (User Experience) process.
In addition to working with Campfire's clients, I also serve as Campfire's internal marketing department. I am responsible for establishing the company's tone of voice and creating all of their marketing assets, including website content, social media communications, presentations, documentation, and various other activities. I thoroughly enjoy this aspect of my role as it allows me to engage in a diverse range of creative tasks. Over my three decades of experience, I have acquired numerous skills, and this position as an internal marketing department of one enables me to utilise them all. From conceptualising and planning the work to guiding it through the company and ultimately executing the hands-on design work, which may include video editing and fulfilling various Figma software requirements.
MNDBDY.FIT is a proof of concept project created for www.theartofbody.com in Bali. Art Of Body is a wellness studio that offers classes encompassing various aspects of mental and physical well-being, including:
• Pilates
• Yoga
• Calisthenics
• Tai Chi
• Meditation
The studio's founder had been conducting personalised lessons for private clients, drawing the most valuable elements from these different disciplines. This approach brings together the finest insights from each practice, providing a comprehensive experience in a single lesson.
The underlying idea of this concept was to distill the knowledge gained from diverse practices and select the most effective aspects from each. These elements were then formulated into concise 15-minute workout sessions, designed to be easily incorporated into a morning routine. The concept revolves around integrating these workouts into an alarm clock, effectively starting your day with a beneficial 15-minute session.
The content of the lessons is organised into specific categories: Movement, Breathing, Balance, and Meditation. Upon initial app loading, users are prompted to conduct a self-assessment. This assessment informs the app's content, tailoring it to address any specific issues the user might be facing. Additionally, a feedback loop is intricately woven into the user experience. It adapts the content based on the user's progress, ensuring a personalised and evolving wellness journey.
THE PROBLEM
Hotel Jen wants travellers to #LeaveBoringBehind and get out after dark to explore the city. But how do we steer travellers away from tourist traps and to genuine local hotspots?
THE IDEA
Night Light map
Using real-time social data, we created a map of the night for showing local hangouts and hotspots in eight different Jen cities.
By identifying key hashtags that only locals were using, and filtering out tourist hashtags, we created a treasure map of interesting locations in each city.
From night hikes and noodle markets, to city views and local gigs.
THE RESULTS
The map reached 17 million people across eight markets, helping more than 40,000 people experience something new and see the city in a different light.
MY ROLE:
• Concept
• Creative Direction
• Art Direction
My role covers:
• Australia
• India
• Singapore
• Hong Kong
Lots of pitches, lots of work, this is a round up of what 2016 had to offer. Enjoy!
Much of the creative interface work for the CommonWealth Innovation Lab was tested at CeBit that year. CeBit came with it's own challenges, namely, light levels for the large format projections. We overcame this with a black light damper over the top of the stand.
MY ROLE:
• Concept
• Creative Direction
• Art Direction
The creation of the Tongue identity. I was a founder and managing partner of Tongue from 2007 - 2011.
MY ROLE: Creative Direction, Art Direction, Naming & Design
ILLUSTRATION: Luke Lucas
Blackmores, the renowned Australian wellbeing brand, asked Orchard to create their first consumer campaign for their new pet health range.
Sure, we could have created a TV and press campaign with generic messaging and cute cuddly pictures of cats. It probably could have worked. But, for a brand that was bold enough to charter new territory into the unknown world of pet vitamins and supplements we knew that the marketing would need to work harder and offer more consumer value (to, arguably, a sceptical audience) than just a bog-standard broadcast campaign.
So, with Blackmores being famous for their human naturopath teams we seized the opportunity to leverage that equity and create a campaign introducing the world’s first talking dog naturopath to the Blackmores team. His name was Pawl B. More.
Pawl is a one of a kind canine naturopath, dispensing pet natural health advice in a charming and oftentimes irreverent way. Pet parents were encouraged to ask Pawl any health related question which may have been troubling them about their fur babies. If they wanted to know why their dog had bad breath, if a wet nose was common, or even how to treat arthritis in their dog, then Pawl was the go-to-expert for them.
Not only did we manage to increase consumer awareness of the nascent pet vitamin and supplements market - through an Orchard delivered integrated campaign (from targeted Facebook advertising to social, blogger and influencer outreach to point of sale advertising) we also managed to increase product page visits on the website by over 30% in the first two weeks (highlighting actual business value). If that doesn't tickle your fancy just bear in mind...it was a talking dog!
MY ROLE:
• Concept
• Creative Direction
• Art Direction
• Character Naming
In order to launch the new product - Dare RAW - the low fat alternative to the popular Iced Coffee drink we devised a digital execution consisting of a number of animated videos.
The videos formed the Dare Raw Knowledge alliance, working with the ATL copy of 'all you need, nothing you don't.' We created scripts around popular films, books and theories which aimed to deliver a quick knowledge fix in under a minute.
This was supported with rich media and a strong social execution.
MY ROLE:
• Concept
• Creative Direction
• Art Direction
PROBLEM
How do we get people to our stand at a busy motor show and give them an experience of a vehicle that they cannot touch or get into.
THE IDEA
Create an interactive experience, delivered through the Microsoft surface table that allows customers to experience the thrill of the vehicle and give them a chance to win a hot lap, so they can do it for real.
MY ROLE: Ideation, Creative Direction, Art Direction
Under the message, ‘You’re the Reason We Fly’, we created qantas.com/you and the QantasYOU mobile application.
After submitting their profile, customers were then re-targeted with a unique personal digital banner that featured their name and photo - a never before seen piece of individually targeted communication.
This idea continued with outdoor media by using our world first interactive billboards. Australians then had the chance to have their name written on the side of a Qantas A380 or B737 and their picture featured in the new Qantas television commercial as part of a 25,000 strong social profile mosaic which appeared in the final end frame.
To complete the turnaround and show that Qantas is listening and changing we are now rolling out 91 consumer inspired product and service changes, via Facebook, to reflect the 91 years Qantas has serviced Australia.
Results
· 10 million personalised banners served
· 311,000+ unique visitors to the Qantas You site (July-August)
· 300,000+ views of Invitation video
· 64,000 submissions of names and/or photos for inclusion in the campaign
· 36,000 opted into email
· 14% uplift in CTR when users re-targeted with personal banners
MY ROLE: Creative Direction, Art Direction
A video case study covering numerous works from the last year and a half at IMAGINATION.
MY ROLE: Digital Strategy, Creative Direction, Art Direction, Design
THE PROBLEM
How can you use digital to stimulate purchase of real world stamps?
THE IDEA
Use an already entrenched digital behaviour and use it to power the printing of your own images that you take on holiday and author them into real world post cards that get sent out on your behalf. All from your phone.
GET THE APP: AUSTRALIA POST POSTCARDS
MY ROLE: Concept & Creative Direction
MY ROLE: Ideation and initial digital strategy. Creative direction of all the interactive work.
FULL CASE STUDY
PROBLEM
Everyday women can't access the Diet Coke Little Black Dress Campaign
THE IDEA
The Diet Coca-Cola Virtual Fitting Room
RESULTS
Australian 1st use of the technology
12,000 dresses tried on virtually
200,000 cans sampled
MY ROLE: Creative Direction, Art Direction
PROBLEM
Engage a mass audience in a very niche film.
SOLUTION
Focus on a key aspect of the movie's plot and bring it to life literally.
RESULTS
Earned Media & PR value of 1.1 million
8,256 active participants in the campaign
28% above forecast cinema attendance
MY ROLE: Ideation and Creative Direction.
Bullseye was a heavy web dev environment for me.
All bar two (Corality & Sydney Living Museum) of the examples in the below showreel were projects that I was ECD over. Managing the creative and art direction.
Apologies in advance for the backing track, the reel was put together post my departure from Bullseye
THE PROBLEM
Leverage the buzz around the winter games to sell tickets to Thredbo (in summer) and stay true to the Thredbo tone of voice.
THE IDEA
Steve Downhill daily updates from Thredbo HQ written, recorded, animated and delivered to eye blaster every 24hrs for the period of the games.
THE RESULTS
300% ROI. 5,045 Ski Passes Sold (in summer)
MY ROLE: Ideation. Digital Strategy. Creative Direction & Art Direction
Through out my tenure at DigitasLBi there were many tactical below-the line-campaigns. This is a typical example for the Gold Gift Card.
MY ROLE:
• Concept
• Creative Direction
• Art Direction
PROBLEM
Gamers are a notoriously tough group to talk to and very cynical about marketing activity. So how do you promote a new game to them without actually showing them the game?
SOLUTION
Create a virtual treasure hunt using the Google Earth API that gives the user a real time taste of a global treasure hunt.
THE TOMB RAIDER CHALLENGE
MY ROLE: Creative Direction
PROBLEM
Launch Brazil's No1 Beer into the UK, a market that traditionally doesn't enjoy light sessionable lager.
THE IDEA
Sell Brazillian Culture and the effortless flair in which Brazilians enjoy life.
The banner campaign that gives the target audience an opportunity to get involved with Brazilian culture, in this instance music.
MY ROLE: Concept, Creative Direction, Art Direction
THE PROBLEM
Apart from in a face-to-face fashion, the MCA have no way of finding out how their customers feel about the actual art they have experienced.
THE IDEA
MCA Articulate. An interactive experience spread throughout the gallery that stimulates interaction, allowing patrons to capture their feelings on the art in four ways: Type, draw, record a video or leave a voice message.
ARTICULATE LIVE STREAM: http://articulate.mca.com.au/
ORIGINAL PITCH DOCUMENT: www.slideshare.net/lyndonhale1/mca-telstra-partnership-pitch
MY ROLE: Creative Direction & Art Direction
To follow...
THE PROBLEM
Everybody who tries Lawson’s bread, loves it. Not many people have tried it.
THE IDEA
Create a delicious range of signature sandwiches and be generous, give them away for FREE. Lunch On Lawson's
THE RESULTS
50% of Australians exposed to the campaign
$1 million in earned PR and Media
31% uplift in sales
MY ROLE: Ideation, Creative Direction & Art Direction
As pitching and presenting is such a large part of my day-to-day. I thought it would be good to showcase a few presentation documents, so you can get a flavour of how I present or pitch work.
Please follow these links:
https://www.slideshare.net/lyndonhale1/star-group-digital-agency-of-record-pitch-81407784
https://www.slideshare.net/lyndonhale1/shangri-la-colombo-pitch-presentation
http://www.slideshare.net/lyndonhale1/berocca-social-media-pitch
http://www.slideshare.net/lyndonhale1/enterprise-2-42681817
http://www.slideshare.net/lyndonhale1/mca-telstra-partnership-pitch
http://www.slideshare.net/lyndonhale1/anzac-r330-awm-highres
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