NSW GOVERNMENT | EXPLAINER REELS

Contracted by the New South Wales Government on a 12-month engagement to develop a suite of 12 youth-focused social content pieces designed to make essential public information more engaging, accessible, and culturally relevant for younger audiences. I led the creative direction, concept development, and visual storytelling to move away from traditional government communication toward a more contemporary, relatable style across language, design, and content delivery. The project required extensive collaboration with multiple state agencies and stakeholders—including State Parks, Education NSW, and Transport/Main Roads—who each held responsibility for legislation, messaging accuracy, and service information. Working closely with the NSW marketing team, I helped translate complex public services into clear, culturally relevant content designed to break through on social platforms and reach the audiences who actually need the information. Topics included sun safety, enrolling to vote, Opal public transport cards, obtaining a NSW driver’s licence, assisting seniors with NSW Seniors Cards, first-home buyer grants, and career pathways for school leavers.