About
About
Whether creating branding, content or an integrated campaign I believe there's a story to be crafted. And this is what I love to do.
I am a Creative with first-rate concept, art direction and design skills from working at top advertising agencies such as Ogilvy, DDB and GPY&R, on global brands. My expertise in print, digital, social and TV saw me produce highly effective campaigns across multiple accounts.
After working in Sydney advertising I moved to New York, where I worked at a top Omnicom startup, injecting upcoming trends into social campaigns to accelerate brand reach. I also developed video concepts for brands such as Kiehl's and worked on a short film that was featured on Tribecafilm.com
I later returned to Sydney, and began freelancing for SMB clients, developing SEO-rich websites and strategic content. This gave me the opportunity to extend my story-telling to copy-writing and marketing strategies as part of an end-to-end creative service.
During this time, I developed a brand identity for global event company Corinium, which led to my current role as their APAC Creative Director, overseeing the look and tone of various digital assets including websites, video and other social content as well as event signage and activations.
What I do
What I do
“Ali makes everything easy – highly motivated and uber creative, she crafts her work with an outstanding attention to detail, all day, every day. She is a talented through-the-line thinker whose fresh ideas incorporate relevant technologies and target consumers’ needs. And she does it all with a smile on her face and a spring in her step.”
Skills
Being an Integrated Art Director, I’m as comfortable prodding pixels as I am critiquing an edit or checking a proof. This experience, combined with continuing education, allows me to take ideas to their best possible conclusion, irrespective of media.
Art Direction
Concepts
Design
Branding
Strategy
Photography
Video
Animation
Illustration
Copywriting
Choreography
Composition
Media
I believe in idea first, media second. This has pushed me to work across multiple channels, from outdoor, to online, to in hand — above, below and beyond the line.
Social Content
Digital
Experiential
TV & Film
Direct Marketing
Brands
I’ve had the opportunity to work on some great brands across a diverse range of categories in both the US and Australia. During this time, my attention to detail (yes, I’m the person who will notice your odd socks first) led me to oversee multiple accounts.
Agencies
I’ve worked at the big agencies with award-adorned corridors and the obligatory foosball table, as well as the smaller boutiques on their way up. These contrasting environments have been instrumental in learning how to be a team player amongst many and how to wear multiple hats when it’s up to you to get the job done.
Sr. Art Director
10 months
Sr. Art Director
1 year
Art Director
2 years, 5 months
Art Director
1 year, 3 months
Jr. Art Director
10 months
Designer
4 years, 8 months
Tools
I use the following programs to create digital and print designs, presentations, animations, GIFs and edit videos and photos. I also have experience creating WordPress and Squarespace websites and have gained Circle membership as a result.
Adobe CC
Photoshop
InDesign
Illustrator
(Excellent)
Canva
(Excellent)
iWork
KeyNote
Pages
Numbers
(Good)
iLife
iMovie
Garageband
(Good)
Microsoft Office 365
Word
Excel
Powerpoint
(Good)
Apps
Instagram
Facebook
(Good)
Education & Awards
It’s a fast-paced world and, as Darwin conveniently pointed out – only those who can adapt can flourish. For that reason, I have continued to up-skill through courses and a daily diet of culture, news and inspiration from key influencers.
CPIT
Dip. Visual Communication Design
(3 year tertiary)
NewsLimited & ADMA
AWARD & DMCS Advertising Certificates
General Assembly
User Experience Design workshop
ESCC
Digital Photography
The Writers' Studio
Unlocking Creativity Certificate
Gold MCEA Award
for AMEX
Other experience
I have a professional background in music and dance, which occasionally landed me on the flip side of the lens. This helped me to develop an ear and eye for producing quality content, including brand stories for entertainment company Sirens Dance.
Creative Director
Brand & Content
TV Performer
Strictly Dancing (judge)
Bollywood Star (instructor)
Dancer
Music videos, award shows, theatre,
hip hop teacher
Musician
Trained in classical piano,
played in bands
Traveler
Hailing from New Zealand, I've lived in 4 countries & visited 30+
Feel free to connect with me on LinkedIn.