Driving national digital creative to support major South African brands.
As National Creative Director I led digital across two offices, helping teams express strong ideas in ways that reached people effectively across channels while maintaining the energy and clarity that defined the groups traditional strengths.
Overview
Title:
National Creative Director
Location:
South Africa
Years:
2012 – 2013
Type:
Agency
Industry:
Advertising
Connecting Two Creative Groups
I supported Johannesburg and Cape Town on shared briefs, ensuring digital expressions felt unified rather than divided by geography. This helped clients experience steady quality and gave teams confidence working across locations without friction.
Enhancing Established Concepts
Ideas often began in film or print. I helped shape online expressions that extended those concepts through purposeful content or functional additions that deepened impact without complicating the central thought that anchored each campaign.
Building Trust Across Accounts
Early wins on key brands demonstrated how digital additions could strengthen established platforms. This helped marketers support broader expressions and allowed teams to approach more ambitious digital opportunities with confidence.
A selection of projects
I worked on at M&C Saatchi Abel
Aero
Let It Go with Aero
Releasing everyday frustrations through an online experience that captured Aeros sense of lightness across the wider campaign.
Coming soon
Edgars
Fashion at Digital Speed
Powering the retailers fast moving fashion cycle with ongoing digital campaign work covering weekly promotions and seasonal ranges.
Coming soon
Air Frisco
Get Onboard with Black Coffee
Inviting fans to join Black Coffees exclusive London event through a national online competition aligned with the brand partnership.
Coming soon
Edgars Active
Sport Starts Here
Showcasing leading athletic labels through a focused digital campaign hub shaped around activewear, sport culture, and seasonal offers.
Coming soon
KIA
Game Changing Test Drive Registration
Driving interest in the new KIA Cerato with an online competition that paired fans with their favourite celebrity for a memorable test drive.
Coming soon
Edgars Intimate Wear
The Gift They Will Not Forget
Encouraging thoughtful gifting with personalised digital prompts that guided partners toward lingerie suited to meaningful moments.
Coming soon
Kelso
Introducing Kelso to the Market
Introducing the Kelso apparel label with its first digital campaign presence, framing the debut range within the Edgars fashion portfolio.
Coming soon
Wide Awake Shake
Wake Up Your Campus
Activating student excitement across the country with an online competition that brought surprise, high energy moments to campuses.
Coming soon
