hello.
I’m Sam, a marketer / strategist / creative hybrid.
I used to call myself a "young professional", but that gets further from the truth every day. I'm still young, but less professional (this is a joke I am very professional).
The world is full of specialists, but I’ve always been drawn to learning new things and using a broad knowledge base to really connect with people.
I’ve worked on various projects including winning a pitch and helping to develop a new precinct experience at the Australian Open, a sim racing activation with McLaren, helping a medical cannabis company sell CBD cosmetics, designing a broadcast as part of the global release of Valorant… it’s been quite the wild ride.
Check out some of the brands and projects I’ve worked on below.
brands I’ve worked with.
projects I’ve worked on.
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projects I’ve worked on. *
Game On @ TOPCOURT - Australian Open 2025
TOPCOURT was a new experiential precinct at AO25, offering a new way for attendees to experience the Happy Slam.
I lead the pitch for “Game On”, a games focused experience aimed at engaging youth (12-19) audiences with tennis. The activation featured VR tennis, retro tennis games (SNES, PS2, etc), PC Games, and a gamified 4 Square experience played on an LED floor.
After winning the pitch, I worked with Tennis Australia to further develop the branding and artwork for Game On. We created a unique style for each activity zone as well as a suite of bespoke artwork & characters to bring the brand to life.
BLAST R6 Siege / APL 2025
BLAST R6 launched the APL as part of a reset of their global R6 tournament series, combining Southeast Asia, Korea, Japan, and Oceania into the one region.
I lead the creative direction for the stage and studio in response to BLAST’s RFP, focusing specifically on finding a unifying theme for the region as well whilst integrating the provided APL brandmark.
Our winning submission expanded on the dragon theme using weather elements like rain & lightning, as well as physical representations of regional landmarks to represent the various countries in the region.
BLAST Premier / Fortress OCE Masters - Oceania Debut
BLAST Premier was looking to expand their global presence and introduce their first ever qualifier event in the Oceania region. As the regional partner given the opportunity to deliver the event, we created the Fortress OCE Masters.
I lead the development of the branding of the event, and worked with the production & events teams to design the broadcast that would be viewed by over 75,000 fans worldwide.
McLaren Shadow & Alienware - F1 & esports integration
Alienware was looking to build a global campaign for a series of activations with McLaren that integrated with their existing “Defy Boundaries” campaign.
The “Take the Wheel” campaign invited would-be-drivers to engage with Alienware racing activations through out the F1 season. The activation in each region was localised to maximise relevance; Melbournians were challenged to beat Lando Norris’ lap time in the Albert Park circuit.
I created the key campaign concept and lead creative direction for the global and localised Australian campaign including OOH, social media, and digital.
Valorant | First Strike - the latest in esports
Riot Games took the esports world by storm in 2020 with Valorant when they jumped straight into the competitive scene with the newly launched game. The debut “Ignition” series, and subsequent “First Strike” event was launched in every major region globally with local partners.
For both events, I lead the creative direction and design execution across social media, web, and broadcast assets. Both events were streamed to a global audience.
Immij - lead generation with creative flair.
Immij were looking for a creative way to generate new leads. Our solution ~ a personalised storybook that showcased the quality of their print services and their ability to integrate personalisation for communications on a large scale.
“We came to Hedgehog for a concept that would translate to sales, and we couldn’t be more thrilled with the results. We’ve already engaged with key strategic accounts, directly from this book, and everyone is talking about this unique concept.”
Bae Juice - strategy for a startup.
As a startup looking to make a splash in the market, the Bae Juice team were rearing to get started but decided that they needed some guidance on how to make their debut in the Australian market.
I ran a marketing strategy workshop with the Bae Juice founders to get an understanding of their goals for their product, and helped them set out a roadmap for their journey ahead.
Pause Fest 2019 - digital marketing & social media.
2019 was Pause Fest’s 9th iteration of the annual tech, creativity, & business festival. With the festival having decided to move away from single day passes that year, the pressure was on to ensure ticket sales.
I handled social media, email, and all digital advertising channels + managed a team on the ground at the event to maintain a live feed of activity throughout the various areas of the festival.
In the end, the festival tickets were sold out ~ with 14% more users and 11% more sessions on the website.
Luna Startup Studio - a new look and a new strategy.
Previously known as #corporateadvice, Luna was born out of a desire to position the business as being more than just legal advice for startups. The leadership team wanted to position the brand as a fully fledged startup studio able to offer assistance with accounting, networking, business planning. and much more.
Alongside facilitating the creation of a new name and style, I ran multiple marketing strategy workshop sessions with the Luna team. The result was to plot out a pathway of smaller, achievable goals for each arm of the business that worked towards the founder’s greater vision of Luna’s future.
