TWG YouTube

Creative Direction
Creative Strategy
Video Production

As part of OMG Production, I’ve served as Creative Director on a number of social and content creative pieces for The Warehouse, Warehouse Stationery and Noel Leeming. I’ve also been personally involved as creative lead on all YouTube advertising campaigns - creating short brand pieces that are cohesive with existing campaigns and amplify their reach to specific targeted audiences.

Seasonal Ranges
The Warehouse create their own eCom, OOO and brand photography. Our task was to co-ordinate with their production team during shoots to create short YouTube bumpers and in-store display video. I worked with TWG to gain clarity on ranges and art direction, and supplied them with storyboards and treatments so that we could arrive on shoot days confident that our DOP could shoot elevated video content that matched their stills aesthetic perfectly.

While it was sometimes challenging to create narratives and story beats around static fashion shots, I came up with creative ways to do a lot with a little, including match-cutting, transition tricks and the odd stop-motion animation.

Amplified Campaigns
Creating YouTube bumpers for Above the Line campaigns required coordination between both TWG and their creative agency to land creative executions that weren’t just “matching luggage” with TV and OOH ads. This can take a lot of negotiation and collaboration to come up with winning creative solutions.

For the recent “You’ll find it at The Warehouse” campaign, we needed to retain the key elements: tagline, messaging concept, and visual callback to a clear-cut product, without using the other agencies assets and extending their concept to stay fresh and avoid social fatigue.

We piloted a match cut technique on Meta which TWG were happy for us to develop into YouTube Bumpers for their summer 2026 digi campaigns. This evolved into several ads for customer sets that were matched with Summer product and targeted accordingly.