IT ALL STARTS WITH AN IDEA.

Experience Design: Facing parents overwhelmed by social media's 'perfect' image of parenting, I created an unconventional solution for the launch of Westpac's "Bump" account. As Creative Director, I designed a raw, relatable art installation for a baby expo. This honest portrayal generated immense relief, smashed engagement targets by 780%, and redefined how a bank connects with a sensitive audience.

Collaboration: JMW