Full service creativity
Crafting campaigns, creative strategies, templates, tone of voice, and so much more. All creative energy with AGL.
Role: Lead Creative Copywriter
Agency: Big Red Communications
Join the change
A full-service strategy and creative execution that moved the brand conversation beyond green washing or cost-efficiency to a statement of cultural relevance and future-focused necessity.
A hopeful positioning built on a core insight: energy’s value is now best defined by its usage and what it powers in our evolving lives.
The Modern Home: Where Netflix is more important than heating
We fostered an energetic connection between providers. Streaming is as common as electricity, and all homes have shows they can't live without. A satirical campaign about life's necessities.
If you can’t live without Bridgerton, it’s included in your electricity plan.
A campaign that framed a retail offer from an insight with dad energy.
Re-energising Australia's oldest energy company
From gaslighting the cobbled streets of the 1900s to 2025. Join the change, the new platform we built for AGL’s rebrand.
Given the financial climate, the 'change' narrative needed grounding beyond the environmental benefit. 'Join the Change’ became a way to frame improvement.
Changing how you save with the AGL app, changing how you stream Netflix with the AGL plan, or joining the drive toward electric vehicles………
Unexpected or eye-rollingly mundane moments where home energy hits with the shows Netflix had greenlit for the ad. TV dinners, hot showers and workouts. amplifying the social, like a lawn mower with Netflix included or the ‘dad-ercise’ headset.
We couldn't live without Netflix, which meant balancing our brand elements, such as family and talent, colour grading, as well as retail assets, that we developed to allow for tactical, price-based messaging.
