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I led the Qantas brand during a very testing time for the airline. Not, arguably, as dramatic as the economic disasters brought on by COVID, but certainly at a time when making big, flashy TV commercials was understandably not high on Alan Joyce's list of priorities. We created this wonderfully lateral idea to commemorate the new A380 fleet to the brand's most loyal Platinum flyers. A series of novels, specifically written to be timed to the length of Qantas's best international legs. The books themselves were so beautifully crafted, they won Gold for design at both Cannes and the New York One Show.