Connie Devine

Using light, fast moving shadows and time-lapse effects, this ad creates a sense of time passing and urgency whilst also using premium, cinematic environment to hero the Mazda 2019 Stock Clearance range.

Brief: Produce a TV ad for rural and regional Australian audiences that celebrates 60 years of Massey Ferguson in Australia.

Insight: Massey Ferguson tractors are reliable workhorses that generations of farming families can rely on.

Brand, online and package design for ethical free range pork company St. Bernard’s Free Range Pork.

Brief: Introduce the new Alfa Romeo Stevlio to the Australian car buying market.

Target Audience: Women with families who are looking for a car that fits their family lifestyle, but also represents their passionate side.

Insight: 82% of car purchase decisions are influenced by women.

Brief: To launch a platform that could be then used to highlight the quality and durability of the extensive range of Rapid Spray products.

Insight: Rapid Spray website review:

“We have a 3,000 litre Rapid Spray tank which is almost 20 years old. After 19 years the tank developed a 4 inch crack so we tried to smash it up and bury it! We got stuck into it with a 14lb sledgehammer, only to find the harder we hit it the faster the hammer bounced back at us, and amazingly the crack did not grow any bigger. We then called Rapid Spray and they supplied welding material to repair the crack. The repair was successful and we now look forward to another 20 years of service from the old tank".

Idea: Ray was brought to life in a series of online videos where he excitedly talks about the various features and benefits of a number of Rapid Spray products. Each video features Ray putting a piece of Rapid Spray equipment through its paces in an effort to prove their superior design and performance. In addition to the online videos the campaign also consisted of a series print and digital ads, a new website and a new design for the Rapid Spray catalogue.

Photoshop artwork for M&M's Australia social media.

This campaign combined the best tricks of both brand and retail executions, showcasing the human-centric appeal of Mazda design and accompanying it with subtle yet strong sales messaging for each car. This approach meant we were able to highlight the premium Mazda lifestyle whilst also directing viewers to the dealership to ‘find your reason today’.

Brief: TVC & pre-roll to bring awareness to the dangers of digging in commercial and residential sites without researching what’s underground first.

Insight: This idea focusses on the fact that even the most experienced diggers need to make use of Dial Before You Dig.

Execution: It starts off by highlighting the risks of not doing so and then finishes with a demonstration of the benefits of using the free service. It does this in an interesting way.

Brief: Advertise Armor All’s new product Wash & Wax Wipes through outdoor, online and social media advertising.

Insight: Washing your car is time consuming and messy. You need a lot of tools and products to wash your car, whereas, with an Armor All Wash & Wax Wipes, you’re out doing what you want in no time.

Idea: Show that Wash & Wax wipes are an all-in-one product that will help you bypass the chaos of car cleaning.

Brief: Come up with an inventive campaign that focusses on the cat adoption sale (free cats and half price kittens) that the Lost Dogs Home hosts several times a year.

Concept: The Cats Out of the Bag

Insight: In October last year, the Victorian Government reformed tenancy laws, giving all Victorian renters the right to keep pets in their rental homes.

Our brief was to integrate a strong EOFY message into the exisiting ‘A Million Reasons to Drive a Mazda’ campaign. Our objective was to refresh the campaign by using a seasonal treatment. as we headed into winter. This campaign was rolled out across press, video, TVC, social and digital.

Outdoor and POS applications of graphic design for Bonds Australia. Work produced during my time at Clemenger BBDO Melbourne.

AWARD School, established in 1983, is a course for people who want to become copywriters/art directors. It’s about helping you recognise good ideas, how to come up with them and how to spot them. 50 students selected each year compete for a place in the top 10.

A style guide is essential to keep your brand identity consistent, recognizable, and ownable, even as several different people develop content for your brand. Since a style guide defines the guidelines for maintaining a brand’s identity, it’s important to spend the time and resources to get it right.