theycallmefred.com

737 AIGA The Race Across America CARAVAN THE WALL IcebreakerGT packaging ECC Identity Icebreaker Winter Catalog 2009 Icebreaker Winter Catalog 2009 Dada 1 Bodyfit+ Packaging Mobius Wines Racheal and Mark get married John Reynolds, Certain Words Skycity Theatre Webbs Webbs Webbs Reslau, 39 Elliot Street, Auckland Cooltown Skycity International Sales Sunday Magazine Hokkiado, Japan Vaka Moana Peter Gordon, Bellota John Reynolds, Cloud Movie The 20% mixture project 54321 dimmer, there my dear Wunderkammer www.mercedes230s.com We're married! VIP gaming lounge Honda Marilyn_Sainty_show Moller Architects Bruce Jesson Inhouse ID dine menu The Grand Hotel

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737 ready for take-off, The Wall, Wellington

Post Race Recovery, NYC

The Race Across America

Caravan, London

The Wall, Lyall Bay, Wellington

Icebreaker Technical Baselayer Packaging

The new face of ECC

Icebreaker Winter 2009 Catalog

Icebreaker Winter 2009 Catalog

Icebreaker Winter 2009 Shoot Video

Mobius Wines, Hawkes Bay

Icebreaker Bodyfit+ packaging

Mobius Wines, Hawkes Bay

Racheal and Mark, Auckland

John Reynolds, Certain Words Drawn

Skycity Theatre, Auckland

Webb's, Auckland

Reslau, Auckland

Cooltown, Singapore

Skycity, International

Sunday Magazine, Sunday Star Times

Hokkaido, Japan

Vaka Moana, Auckland Museum

Bellota

John Reynolds, Cloud Movie

The 20% Mixture Project

Auckland Art Gallery

dimmer

WUNDERKAMMER

The Mercedes 230s

Let's get married

VIP Lounge

Honda

Objectspace Gallery

Moller Architects

Bruce Jesson - To Build a Nation

Inhouse Design

Dine by Peter Gordon

The Grand Hotel

The storms continue to lash New Zealand, bringing good swell to most coastal locations,
Lyall Bay was no exception. Last week saw some of the best surf roll into the bay. Situated next
to the runway, it was business as usual for the airport.

After crossing the country in 6 days, 18 hours I needed some post
race recovery. New York was the prefect antidote to a sleepless week.
I couldn't resist shooting a few images while I was there. flickr

I was the media team as we entered a team into the Race Across America,
a mind-blowing experience that I'll never forget. We rode across the entire country on bikes.

Teaming up with Inhouse, we established a small restaurant & bar identity
for Caravan in the old Exmouth Markets, London. The project extended across
a range of applications, including a nice collection of liquids.

I kick off a new photo project, focusing on the local surf break
dubbed 'The Wall', this small surf community braves the cold amid the chaos of
southerly storms and the ever expanding local airport.

A totally new technical baselayer product from Icebreaker demands that
we start a new conversation with pinnacle athletes and aspiring athletic consumers
through engaging packaging. Bring it on!

A family owned retailer with an impressive trading history
charts a new course with a modern approach to business
and it's identity. Take a closer look ecc.co.nz

The New FW09 Catalog goes out, uncoated outer, gate folds and a stock change
set the new standard for a new level of Icebreaker customer catalogs. High design and
production values ensure this is a keeper.

Icebreakers Winter 2009 Catalog hits the press, a great team of people
were involved in making this project fabulous. Be sure you pick one up
at your nearest Icebreaker retailer.

My new role as Icebreaker Design Director exposes me to a diverse mix of projects
We do a shoot for every new season, this being my first meant coming to grips with new process
It's exciting, not only am I art directing photography - I'm shooting and editing the video.
If you'd like to know more about this exciting brand visit Icebreaker.com

Dada 1 takes Silver at the
New Zealand Best Awards

My first Icebreaker packaging challenge. Add a premium
extention to a hugely successful merino base layer product
line, and make it sexy!

Dada 1 delivers! An interesting client keen to push a fantastic brief.
The result is a package that speaks for itself and a wine to match.
You can order your own Dada via their website get some...

Dear friends Racheal and Mark asked me to design
their wedding collateral. Simple fold, beautiful stock
and a banging foil look the part. Congrats!

This epic anthology was put together to celebrate
the broad scope of John Reynolds explorations,
enthusiasms and engagements. I was lucky enough
to be involved with the photography.

Shoot and design a fantastic kit for a great
inner city theatre. The features of the theatre
became the inspiration behind the design direction.

A simple identity for Webb's Auctioneers
First cab off the rank, their auction calendar.

Brothers James and Tom set up a great new cafe
in the heart of Auckland and I'm proud to say I had
a hand in it! Good stuff guys. See what's inside.

A funky little number with
all the bells and whistles including
a rubber band (not shown)

Shoot and design a document showcasing
Skycity's finest, not to mention Auckland

My first magazine shoot,
a quirky story, a wild beast,
say no more

Our first wedding anniversary
being 'paper', translated nicely to
'tickets' to Hokkaido, Japan!

One of the last great mysteries
An incredible story, an amazing journey
Learning as you work, I love it

Inspired by master chef Peter Gordon, a new bar project.
Bellota, authentic tapas in the heart of Auckland - Salud!
I even got to try my hand at some food photography (above)

I collaborated on a small video project
for the launch of John Reynolds Cloud book
more...

A small collection of images for the 20% misture project
A fantastic initiative - I'm proud to say I'm a part it
Go Inhouse!

Typography for the last show to grace the
gallery prior to it's renovation in 2007

An exciting commision to shoot Shane Carter's
new dimmer album - There my dear.
Thanks Dylan.

Images required for Brooklyn based
SURFACE as they list Mark Crane's
Wunderkammer in their SPRING issue.

As I look to sell the MERC to a suitable buyer,
I indulge in shooting this beautiful example of
German retro. A reluctant sale to say the least.
Pay homage to this design classic. View the photos...

Definetly the best day of my life. We shared an intimate celebration
with family and friends in the humbling surroundings of Whatipu

A photo assignment that allows me to document
the all new Pacific Room prior to opening it's
doors to the seriously elite gambling conisseur.

In order to compete with the likes of certain European manufacturers,
Honda commissioned a redesign of their latest range of vehicle collateral

I was asked to document Marilyn Sainty's incredible Objectspace show
Alan Deare did an amazing job of the exhibition design.

Having traded as CCM [Craig Craig Moller] for a very long time the Moller arm of CCM decide to rename.

A cover design for a Penguin release in memory of one
of New Zealand's greatest political thinkers.

Inhouse decide to spruce up with a brand spanking new identity.

This was so much fun, and you couldn't work with a nicer guy.

The Grand opens in Auckland, 6 months
of hard work pays off. more...