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We saw a gap in the market for casual, community-based yoga — and a real social need for connection time.

The concept for Stretchy 1.0 was born in 2024 — building off the ethos of a run club, but for yoga. Stretchy was positioned as a welcoming weekly highlight, with casual yoga and social meetups to stretch bodies, minds and social circles. We grew a social community from the yoga mat upwards, creating a vibrant, bold, friendly, fun-club-esque and un-yoga-esque visual and verbal identity to welcome all. In 2026 we evolved the strategic, brand and business concept from yoga club to social movement — using AI as an opportunity to democratise community movement and reshape an entire payment and scheduling platform. Stretchy 2.0 is currently in testing: a social payment system where the more people who come together to move, the better the value for all. It's a platform that encourages movement together, and can expand beyond yoga into all forms of group and community practice.

• 0 people → 1,800+ followers
• Sold-out sessions, three times a week across Auckland
• A genuine, well-loved community — not a class list
• Featured in Urban List, with partnerships including Flight Coffee

Glossy, international stock images dominated the New Zealand market — with few options for NZ businesses to connect with local photographers for genuine-feeling images available for commercial use.

Picky. The stock & mock image marketplace for the real, authentic New Zealand. We grew Picky from nothing, to concept, to full-scale platform and brand — positioning, identity, tone, photographer community and platform direction. We recruited 55 photographers with a deliberate focus on female and underrepresented talent, and directed two rounds of mock image campaigns, one of which sold out. We developed campaign work including Chrissy Cards and "Is it a Picky?" — a guerrilla OOH campaign placing Picky images in unbranded real-world contexts to prove the product's quality without saying a word.

• 0 → 55 photographers on Picky within one year
• 75%+ female community
• Brand, platform and campaign infrastructure built from nothing
• Two Best Awards nominations for brand & campaigns
• Picky Images closed its digital doors in 2025 — but not without first selling the "mock image" part of the business

The brief was to create a bold and attention-grabbing campaign for Whittaker's latest product development — at a time when Chocolate Lovers were experiencing "new product fatigue".

Strategically, as the limited edition launch was hitting shelves around Valentine's Day, the timing was too good to ignore — particularly as the NPD involved two "loved" flavours coming together. But only for a limited time… just like all good romances. The concept centred around "When Two Become The One" — the perfect pair made when the Blondie and Biscuit blocks come together. To bring the limited edition "fling" to life, a romantic DM-style campaign was created from REAL Blondie chocolate and homemade biscuits, showcasing the expert craft and supreme ingredients in every Whittaker's block. A teasing "flirting billboard" took over a key LUMO site in Auckland for Valentine's Day, with cheeky messages sent between Blondie and Biscuit before revealing the new block two days later on launch. The romance then continued nationwide with street posters, an extensive social and digital campaign, cinema bumpers, TV on Demand and sampling activity.

• A successful product launch into market
• Best Awards Bronze 2023

Again at a time of new-product-development saturation, the launch of Whittaker's Honey Nougat & Almond needed to elevate the creative approach to design, communication and brand storytelling — standing out while hero-ing the craft and quality of ingredients.

We wanted to engage Whittaker's local "Chocolate Lovers" with a visual feast they could almost taste, before tasting the real deal. Lifting the chocolate veil on the Whittaker's factory, Chocolate Lovers were given a glimpse of the magical world of the latest block creation through TV and a social film — created entirely in-house at Breakout Room. The "Delicious by Design" innovation story came to life further through an immersive activation for industry, influencers, media and Whittaker's Chocolate Lovers. Working with digital innovation company Satellite, viewers were catapulted into the world of Whittaker's to experience the craft and care that goes into each block of Honey Nougat & Almond.

• An elevated creative standard across the Whittaker's brand
• Best Awards Silver 2023

Picky needed to prove its product in market — without a big budget.

We saw the upcoming Best Design Awards as the perfect opportunity to get the Picky brand in front of its toughest audience — Creative Directors, Design Directors, Producers and the wider NZ creative industry. So a $200 Best Award entry fee felt like a chance for a cheeky guerrilla campaign. "Is it a Picky?" was a series of thought-provoking headlines getting the target audience to question which other Best Award entries had in fact used a Picky image as part of THEIR campaign work — instantly elevating Picky's genuine position in the market as a premium but authentic stock and mock image supplier. A proof-of-quality campaign that made the product the message.

• A guerrilla campaign executed with no paid media spend — straight to the eyes of our most important audience
• Platform credibility built through the work, not the spend
• Best Award nominee