Campaign Work
Good campaigns make people feel belonging in a brand before they can explain why. The projects here span social impact, lifestyle, events and culture (concept through to final edit), built to move people, not just inform them.
Botle Buhle Brands
An ongoing lifestyle campaign developed in collaboration with Botle Buhle Brands (an umbrella of four distinct consumer brands: Botle Buhle Home, Puer Beauty, Puer Fashion and Puer Man), each with its own target audience, visual language and brand identity.
The unifying idea across the entire series was that the products Botle Buhle Brands sells are not the point (the lives they fit into are). Whether the camera is in a warm home interior, a beauty routine, a fashion moment or a grooming ritual, the strategic intent was the same: to close the gap between what each brand sells and what its customer actually values.
Rand Water - Celebrating Women's Month
A profile series produced for Rand Water to mark Women's Month, built around the women who keep one of South Africa's most critical water utilities running; engineers, technicians, operators and managers working in roles the industry has not always made space for them in.
The unifying idea was visibility (not as a gesture, but as a record): to position Rand Water as an organisation that champions its women, to make them seen by their industry and peers, and most importantly to hand each woman a mirror (a reminder that their work is significant, noticed, and already paving the way for the women who come after them).
Each profile stays close to the individual (her role, her world, her words) so that the larger statement about women in the workplace emerges from the specific, not the other way around.
Digify Africa
Anti-bullying Campaign (2023-2025)
An ongoing collaborative campaign with Digify Africa documenting the annual launch of their Kitso anti-bullying initiative (part of a broader partnership with Meta targeting educators, parents and learners across South Africa).
The unifying idea across all three years was that anti-bullying is not a message -it is a movement that needs to be seen to grow. The strategic intent was to make each year's launch event feel consequential, to give Digify Africa content that could extend the reach of the event beyond the room, and recruit more educators, parents and young people into the work.
Joburg Wine Club
An ongoing campaign covering the Joburg Wine Club's signature monthly events.
The strategic intent was to build desire and belonging simultaneously to make people who weren't at the event wish they had been, and to make members feel like they are part of something worth coming back to.
Across all the events, the visual language stays consistent: warm, social, grounded in the details. A glass catching light, a conversation mid-laugh, a label worth remembering. The goal was never to document, it was to make each event feel like somewhere worth being.
Each Video was launched along side a blogpost breaking down the highlights of what happen and what’s still to come: https://www.joburgwineclub.co.za/blog