the Other job
CREATIVE DIRECTION / ART DIRECTION / MURAL PAINTING / NATIONAL CAMPAIGN
Client
Reebok
About
For Reebok’s first Australian flagship launch, I directed a mural and cinematic campaign inspired by 90s gangster films. The project blended art, storytelling, and film, showcasing Reebok’s creative edge and celebrating collaboration within Australia’s growing community of artists and makers.
Reebok approached me to create a mural for the launch of their first Australian flagship store at Chadstone Shopping Centre. What began as a simple brief evolved into a larger creative concept. I proposed turning the installation into a cinematic experience inspired by 1990s gangster films such as Goodfellas, Heat, and The Sopranos.
As creative director, I developed the narrative, storyboard, and visual direction, guiding a team of designers, painters, filmmakers, and sound designers to bring the idea to life. The mural was painted over four days, and the accompanying short film was shot, edited, and launched within six. Every detail, from typography to sound design, was carefully orchestrated to create something sharp, nostalgic, and immersive.
The result was a playful yet polished campaign that positioned Reebok as a brand that champions collaboration, creativity, and bold storytelling. The project gained global recognition and led to further campaigns with the company.
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