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Shaping a national awards experience
strategy ↣ storytelling ↣ concept development ↣ campaign direction ↣ copywriting ↣ design ↣ production
In 2022, I led the strategy and creative direction for the New Zealand International Business Awards promotional campaign, shaping the core idea, visual language and messaging across all collateral. I delivered the full suite of creative and copywriting, resulting in a clear uplift in engagement and visibility for the programme.
I also directed the creative approach for the gala event, working closely with the external production agency to ensure the campaign translated seamlessly into a cohesive, high‑impact experience on the night.
The format developed for the 2022 campaign has since become the template for ongoing NZIBA promotional activity, providing a consistent, scalable foundation for future years.
