Part of the re-launch of a once tired brand, now one of the hottest fashion items in young Australian women’s wardrobes. Aussie ad agencies perceived Sportsgirl in only one way – tired cheap old tat.

To get away from that image, Sportsgirl had to travel halfway around the world to find a team with no preconceptions. I came up with the big idea – ‘Make your own way there’.

I wrote a series of cinema and web commercials and press ads aimed at encouraging young women to take control of their own style, and to make up their own minds about what was and wasn’t fashionable. The campaigns all featured mini-stories that could be watched for 20 seconds and yet create a whole drama in the mind.

Together with a total retail experience makeover, Sportsgirl is now one of the most successful fashion retailers in Oz, on a par with Top Shop in the UK


  • Idea creation
  • Retail makeover
  • Attitude repositioning
  • Advertising:
    • Cinema
    • Print
    • Posters
    • Online