THE BRIEF

THERE’S NEVER BEEN A MORE CRUCIAL MOMENT FOR OPEN DEBATE IN AUSTRALIAN POLITICS.

IN 2020, OVER 150 HIGH-PROFILE AUTHORS, COMMENTATORS, AND SCHOLARS, INCLUDING MARGARET ATWOOD, GLORIA STEINEM, AND NOAM CHOMSKY, SIGNED AN OPEN LETTER WARNING THAT "OPEN DEBATE AND THE TOLERATION OF DIFFERENCES" ARE UNDER ATTACK.

AGAINST THIS BACKDROP, THE OPPORTUNITY WAS TO STRENGTHEN SKY NEWS AS A TRUSTED NEWS AUTHORITY, WHILE ESTABLISHING A DISTINCT SPACE FOR OPINION – WHERE DIFFERING VIEWS COULD BE HEARD, CHALLENGED AND DEBATED.

RETURNING IN 2023, THE SKY NEWS TEAM HAS NEVER SHIED AWAY FROM ASKING THE TOUGH, UNPOPULAR QUESTIONS – DEBATING AND SCRUTINISING THE ISSUES THAT MATTER MOST TO EVERYDAY AUSTRALIANS.

THE APPROACH

THE 2023 LAUNCH REPOSITIONED THE SKY NEWS TEAM WITH A BOLD NEW LOOK, REINFORCING THEIR STATUS AS INDEPENDENT THOUGHT LEADERS AND CHAMPIONS OF FREE SPEECH AND IDEAS.

THE CAMPAIGN KICKED OFF WITH A PROVOCATIVE ON-AIR PROMO THAT POSED A POWERFUL QUESTION: WHAT WOULD HAPPEN IF OPEN DEBATE WAS SILENCED?

RESULTS

THE NEW BRAND DIRECTION HELPED ESTABLISH SKY NEWS AS THE #1 NON-SPORTS CHANNEL ON FOXTEL AND SAMSUNG TV, EARNING ITS FIRST PROMAX ANZ GOLDS, INCLUDING MOST OUTSTANDING MARKETING INITIATIVE AND CREATIVE BRAND OF THE YEAR.

MY DIRECTION AT SKY EXTENDED ACROSS SEVERAL DOCUMENTARY AND ENTERTAINMENT PROJECTS — INCLUDING THE HIGH-PROFILE LAUNCH OF PIERS MORGAN UNCENSORED AND A RANGE OF ORIGINAL SKY NEWS DOCUMENTARIES. FROM DEVELOPING VISUAL CONCEPTS TO SHAPING CAMPAIGNS THAT BALANCED IMPACT WITH JOURNALISTIC INTEGRITY, I HELPED DRIVE WORK THAT CUT THROUGH NOISE AND CAPTURED ATTENTION ACROSS OUTDOOR AND DIGITAL PLATFORMS.