Project highlights
Below are just a few brand partnership highlights, in no particular order, from my more than twenty-five year career. More detailed case studies and client testimonials can be provided upon request.
01
New Balance
NB574.com | Raph Rashid | Part 1
New Balance was my first agency client. The relationship began in 2010 when New Balance Australia was planning to launch their lifestyle footwear range into the market for the first time via their 574 silhouette. Our expertise in this space secured a successful partnership with NB for several years that included event production, alignment to key talent, video story-telling across their men's and women's lifestyle categories. We have continued to work with NB until the present day across lifestyle and performance campaigns including significant collaboration with Tempo Journal for New Balance running products.
02
Beats by Dre
Initially my agency ACM represented Beats by Dre in a PR capacity and handled product seeding, media placement and event invites. The partnership extended to managing local media production, notably we coordinated a campaign shoot featuring Melbourne-born NBA star Ben Simmons and coordinated elements of his basketball camp at his former high school in Melbourne.
Ben Simmons comes home
A Month of Max wraps up
03
Nike
My companies have worked with Nike in multiple capacities over the years including media partnerships and event production. Standout projects include a seven-story digital gallery installation at Curtin House with digital agency Pretty Soon for Air Max Day, media partnership for their annual Summer Jam basketball event and the production of a weekly NBA YouTube show 'The Debrief'.
04
JD Sports
JD has been my most consistent brand partner in Australia. Early into their launch into the Aus market, we produced a video series titled 'Best of British' which featured interviews with a variety of UK music acts and helped to demonstrate JD's British roots. JD came on board to sponsor Complex AU's debut season of The GOAT Show and they have continued as the show's exclusive sponsor ever since. That partnership has extended across a range of Complex and Acclaim content.
A.GIRL and Billymaree nominate the GOAT Sydney slang word | GOAT Showdown
Hennessy Very Special x Futura in Melbourne
05
Hennessy V.S
When Hennessy Australia told me they were planning to locally release their V.S collaboration bottle with legendary US graffiti artist Futura, I proposed that we leverage our existing relationship with the artist to bring him to Australia for the launch. We were contracted to produce the local launch event which included multiple activations culminating in a party where Futura painted a wall made from Hennessy boxes. Each guest left with a piece of the artwork, signed by the artist and containing a limited edition Hennessy VS x Futura bottle.
06
Mercedes Benz
We recruited Perth based artist Ta-Ku as Artistic Director for a short film titled 'Lost Without You' as the central output for the Mercedes-Benz GLA 180 Activity Edition. The film was shot on location in the haunting Penrose State Forest. Additionally we produced a day-in-the-life video with Ta-Ku titled 'Reflections', further aligning the GLA 180 with creativity and success.
Lost Without You: Ta-ku for Mercedes-Benz
07
HOUSE OF MOUSE_VIBES
Disney
Disney Australia's product team came to us with the challenge of introducing their foundational Mickey Mouse and Friends characters to Gen Z, a group who have not grown up with the characters. Complex AU produced a campaign built around a gallery exhibition by Melbourne artist Josh Space and his friends (Doc G and Georgia Hanes). The exhibition was titled Thru The Mirror, in reference to an early Mickey Mouse cartoon. Launched via a Gen Z, VIP party, the exhibition and subsequent content campaign was a huge success.
08
Dyson Daniels Breaks Down His Style Game | Proper Fits
eBay
We initially worked with eBay to help them market the sneaker reselling area of their business. This partnership included aligning eBay to sneaker content across Complex AU and The Weekly Drop. More recently, Complex AU has produced two seasons of a video series titled 'Proper Fits' for eBay's 'Men's Pre-loved Fashion' category. The series features Australian male celebrities from fashion and sports discussing style and highlighting specific items from their personal wardrobes. Key items are then made available for purchase via a Complex AU eBay store.
09
PUMA
Our work with PUMA includes producing a hard-cover coffee table book to celebrate 45 Years of the PUMA Suede in 2013 and the production of a campaign across Australia and New Zealand for the PUMA Suede's 50th Anniversary in 2018 titled 'Future History'. Future History paired young and emerging creative talent with their older generation mentors for a photographic and video documentary series.
Future History: Puma Suede turns 50
Triple One tell us Why “Showoff” is Special in Spotify's “Starting Point”
10
Spotify
In 2019 Spotify Australia engaged Complex AU to help build awareness for their A1 Hip Hop playlist. We developed a video series to profile six of the biggest Australian hip hop acts at the time, presented by A1.