ANZ Bank
During my time at Special Group, I shared creative direction and content development responsibilities across ANZ — supporting work on the ‘For Financial Wellbeings’ platform and helping oversee the advertising launch of ANZ Plus. I partnered closely with senior marketers and the internal ANZx team to evolve assets, refine messaging and extend digital product stories into broader advertising and content channels.
During my time at Special Group, I shared creative direction and content development responsibilities across ANZ — supporting work on the ‘For Financial Wellbeings’ platform and helping oversee the advertising launch of ANZ Plus. I partnered closely with senior marketers and the internal ANZx team to evolve assets, refine messaging and extend digital product stories into broader advertising and content channels.
My role included developing supporting assets for ‘For Financial Wellbeings’ — a platform that delivered ANZ’s strongest uplift in consideration in years — and supporting the creative integration of ANZ Plus by applying its app iconography, motion language, 'playfully clever' tone of voice and product narrative across wider campaign touchpoints. This work built on the foundations established by the core ANZx team, helping ensure a unified, modern and more human expression of the bank’s digital experience. I collaborated regularly with ANZ’s senior leadership, several of whom later moved into executive roles at NAB following the momentum of the platform.
ANZ Plus
