Select Works

city2surf
Cool Down Kick-Ons

From ideation to execution, sponsorship to sold-out events and retention, Urban List’s City2Surf ‘Cool-Down Kick-Ons’ was my firstborn baby (before my firstborn baby). 

With run clubs on the rise and the world’s largest fun run returning to Sydney’s calendar, I knew Urban List had to play a part in Sydney’s City2Surf in 2023. So, I donned my partnerships, event and project manager hat on and teamed up with beloved Bondi restaurant Lola’s Italian Bar in 2023 (and Bondi Hardware in 2024) to celebrate the legends who ran the 14km race with good food, good beats and good company—overlooking the finish line with a drink in hand.

The result? Two sold-out events across 2023 and 2024, plus exclusive sponsorship from sports fashion heavyweight New Balance in our sophomore year. 

Strategy > pitching > project management > team leadership > content creation > event management

Watch example here

JIM BEAM
'SUMMER IN'

In a first of its kind, I spearheaded Urban List x LAD Bible x Jim Beam’s 2024 campaign to celebrate the essence of summer from a hyperlocal perspective.

With Australian culture and community at the core, we honoured the beach and its role in unifying Australians across summer—placing Jim Beam at the heart of quintessential Aussie summer experiences. Teaming up with local legends across Australia, like renowned Aquabumps photographer Eugene Tan, we showcased their top local picks, cementing Jim Beam as an all-round summer drink.

The result? Over 3.3M video views, 319K article pageviews and one happy client.

Strategy > pitching > production management > client service > directing > talent management > writing > editing > project management > social media marketing

Watch example here
Read example here 

APEROL 
APERITIVO PASsport

Playing a proud lead role in Urban List and Aperol’s long-lasting love affair, I spearheaded our three-year-long (and counting) Aperol Aperitivo Passport campaign where we teamed up with our city’s leading restaurants to showcase Aperol Spritz as an all-year-round-bevvie.

While Aperol Spritz is synonymous with Italian, we joined forces with a mix of multicultural restaurants to create a bespoke dish and Aperol Spritz deal, showing foodies just how versatile an Aperol Spritz is.

The result? 500K+ video views, 270K+ pageviews and over 750 bespoke dishes sold.

Strategy > pitching > production management > client service > directing > talent management > writing > editing > project management > social media marketing

Watch example here
Written example here

LAVazza taste of italy

Collaborating with beloved Italian coffee staple Lavazza, I spearheaded the team’s content strategy to create awareness for Lavazza’s new ‘Tales Of Italy’ range. Across two years, we teamed up with six aspirational tastemakers—such as Isabella Manfredi and Joel Bennetts—to uncover their cherished memories of Italian adventures and what it means to be a ‘modern Italian’. All the while offering travellers the chance to win a once-in-a-lifetime trip to Italy to create their own ‘tales of Italy’.

The result? 2.1M+ video views, 15K+ competition entries, plus we secured a third partnership where we kicked things up a notch by collaborating with Italian venues across Sydney and Melbourne creating exclusive Italian dishes. 

Strategy > pitching > production management > client service > directing > talent management > writing > editing > project management > social media marketing

Watch example here
And here

Singapore tourism 
'Urban List SG'

Launching Urban List Singapore, in partnership with Singapore Tourism, is one of my proudest campaigns and ongoing partnerships to date. Winning the pitch in early 2019, we teamed up to signal Urban List’s expansion into Asia… but then a lil’ thing called Covid hit. It was tools down for nearly two years—but we never lost faith.

Officially launching in February 2022, we kicked our newest outpost off with 3.5K+ printed Urban List Singapore guidebooks and over 40 dedicated Singapore on-site articles and videos. To date, Urban List Singapore has reached 10M+ culture seekers globally, achieved over 2.4M video views and has been commercialised as a secondary revenue stream with a  Singapore Editor at large to boot.

Strategy > pitching > production management > print media > client service > talent management > writing > editing > project management > social media marketing

 Trade press here