PORTFOLIO
INTREPID TRAVEL - Strategy, production, social
THE WORLD NEEDS MORE INTREPID PEOPLE
2017 was a turbulent year. Donald Trump had just been elected president for the first time. Australia was in the grip of a toxic public vote on same-sex marriage. The UK had just voted for Brexit the year before.
After deep diving into the company’s history, ethos and worldview, the creative team landed on a campaign platform that would leverage the power of the word ‘intrepid’ itself – defined as showing no fear in the face of danger or difficulty.
To ‘Be Intrepid’ was now a radical social and political statement. It highlighted Intrepid's core values of inclusivity while challenging narrow-mindedness in a divided world.
The campaign hinged on the proposition that ‘The World Needs More Intrepid People,’ and was articulated with the proof points: Be Responsible. Be Open. Be Curious. Be Fearless. Be Challenged.
It formed the basis for an emotive global campaign sharing the company’s origin story and unique travel philosophy, and articulated its purpose beyond profit, touching on social issues like wildlife protection and gender equality.
As Global Content Manager in the Brand team, I was part of the core team that ideated and developed the campaign and its storytelling proof points.
Born to Sri Lankan parents, Denver assumed he’d be well prepared for the sensory onslaught of the Indian food scene. But it turns out he had a lot to learn; both from the flavours and from the people. Much like any trip to the subcontinent, Denver’s was one of self discovery. It wasn’t until he’d broken countless naan breads, and witnessed all of the small acts around a shared dinner table, did he begin to understand the intricacies of everyday India.
Click thumbnail to watch hero campaign video
Growing up on her family's cattle farm in rural Missouri with an intense love of the outdoors, Lauren didn’t get many opportunities to travel. But since graduating college and moving a thousand miles across the country, she has relentlessly chased adventure all over the world. The epitome of the fearless solo traveller, Lauren lives her life in accordance with idea that, “Courage is not a lack of fear, it’s action despite the presence of fear”.
Intrepid Travel was the first travel company in Asia to ban elephant rides. This was an initiative it took after consulting with World Animal Protection.
Leaning into leadership, we produced a short documentary – released on World Elephant Day – explaining why Intrepid stopped elephant riding and revealing the traumatic experiences of elephants in captivity.
Photos courtesy of Doug Gimesy
This is Australia’s most trafficked animal
NATIONAL GEOGRAPHIC - INVESTIGATION, photography, social
In 2021, I partnered with National Geographic’s specialist Wildlife Watch team to produce a story about Australia’s illegal wildlife trafficking rings.
Working with enforcement authorities and photojournalist Doug Gimesy, we went undercover to report and document enforcement raids and vets handling injured animals.
Finding the true meaning of ‘aloha’
the herald sun ‘escape’ – Copy, Photography, Social
In partnership with Qantas and The Herald Sun’s travel section, Escape, I covered the airline’s new direct route from Melbourne to Honolulu, producing:
a suite articles across print and digital
supporting hi-res photographs and video
a series of T2C reels for Instagram focused on different aspects of travelling there and experiencing the destination.
