CREATIVE, WITH PURPOSE

THE BRAND JOB COMES FIRST.

At mr.Booster I worked at the intersection of debriefing, audience and market context, creative concepting, scripts, production architecture and stakeholder decisions. My job was to connect a coherent idea with the people and methods that could actually make it.

I developed the creative and led its production with specialist teams. I was not personally the hands-on operator of every AI, motion or video tool.

A SHORT FILM. A HOOK THAT STAYS.

For an international gaming brand, the challenge was to make a 15–30 second awareness film memorable across markets while still communicating a real product promise. Music was not part of the original brief. I proposed using it as the central memory device.

I developed two creative routes: a rhythm built around brand recall and a repeated product-benefit hook. I wrote lyrics and jingles, prototyped different sounds, developed visual directions and presented the work to the client. Following selection I adapted the chosen track, wrote the master-film script and led the production direction with specialist teams.

Two creative platforms · multiple sound styles · three visual routes per platform. Creative direction, not sole hands-on production.

A SYSTEM BEFORE AN INDIVIDUAL FILM.

The PINCO work explored a repeatable music-led communication territory that could scale across characters and situations. Different platform routes used storytelling or audiovisual repetition to keep the brand recognisable.

My role covered concept, music hooks, scripts, previsualisation, strategic presentation and moving an approved territory toward production.

EXPLORE PINCO SPORT CAMP / AMBASSADOR CAMPAIGN ↗

MAKE THE NAME LIVE INSIDE THE IDEA.

This was a separate advertising campaign developed before the later WinCraft SMM and brand-strategy assignments. It formed an earlier chapter of the relationship, not an execution of the later brand platform.

I framed the concept, script and creative production and collaborated across AI production and post-production partners. The campaign is distinct from the WinCraft City strategy case.

Read the wider brand strategy case ↗

LOCALISE CULTURE. NOT JUST LANGUAGE.

Another confidential brand asked for the same broad comedy territory. Instead of copying the previous work, I built a German-specific narrative around public-transport ticket control. The recognisable local setting became the comic engine.

The role covered local creative insight, story, product integration and AI/video production direction.

THREE TV WORLDS. ONE BRAND JOB.

A new brand in Australia needed immediate salience and familiarity. We developed three recognisable television formats—music talent show, news/weather and quiz show—to borrow the codes of mainstream entertainment while making the exact brand name and domain memorable.

I led concept and creative production across AI, music and full-shoot methods depending on what each idea needed. Internal shared research suggested approximately 20% post-campaign recognition, but the original methodology is unavailable; the website therefore avoids presenting it as an audited lift.

VIEW THE MATESLOTS CASE / MR.BOOSTER INSTAGRAM ↗

WATCH WHAT THE IDEAS BECAME.

These campaigns were developed and produced under my creative leadership with expert collaborators across video, AI, motion, editing and sound. The reel is a record of work I led, not a claim that I personally executed every specialist production task.

WATCH THE MR.BOOSTER AI / CREATIVE SHOWREEL ON YOUTUBE ↗