PHOTO
THE CULLEN DIFFERENCE
Cullen Jewellery
Art Direction, Photography & Video,
2026
︎︎
Art Direction, Set styling and Production.
The Cullen Difference is shaped by three things we care about deeply: Product, People, and Planet. While each plays a vital role in who we are, it’s our People — the genuine relationships, the trust we build, and the care we show — that truly bring our world to life. There’s no better way to show you what that heart looks like than through the voices of our clients and the stories they share.
Meet Cara — her journey with us began as a client, then evolved into a Client Advisor role, and today she’s our Merchandise Coordinator.
HEIRLOOM IN THE MAKING
Cullen Jewellery
Art Direction, Photography & Video,
2025
︎︎
Art Direction, Set Styling & Production.
For Heirloom in the Making, I anchored the creative narrative in the historical significance of the bezel setting. Drawing on its longevity, durability and resurgence in the 1940s–50s, I positioned the bezel as a modern heirloom - a setting that bridges past and present. The concept re-framed the idea of inheritance, presenting the ring not just as something passed down, but as something handed forward, designed to carry stories yet to be told.
TIMELESS GIFTS UNWRAPPED
Cullen Jewellery
Art Direction, Photography & Video,
2025
︎︎
Art Direction & Production
The objective of this campaign was to drive seasonal sales and visibility from late October through December by showcasing new ready-to-ship fine jewellery. Building on the engagement ring RTS work, I intentionally shifted the narrative away from couples and towards gifting. In response to data from Cullen’s recent expansion into the US showroom market, I trialled more glamorous, high-impact imagery, aligning with insights that indicated more extravagant, ‘bling-forward’ visuals would resonate more strongly with this audience.
SERVING BRILLIANCE
Cullen Jewellery
Art Direction, Photography & Video,
2025
︎︎
Art Direction & Production
For Serving Brilliance, I led a fast-turnaround collaboration with Thanasi Kokkinakis to showcase fine jewellery tennis bracelets timed with the Australian Open. Within a three-hour window, I oversaw the delivery of an interview, photoshoot and video shoot, resulting in a fully integrated 360 campaign. Assets were rolled out across OOH, including Punt Road and Swan Street billboards, as well digital screens at Richmond Station.
SOME QUESTIONS CANT WAIT
Cullen Jewellery
Art Direction, Photography & Video,
2025
︎︎
Art Direction & Production.
For the 2025 holiday campaign, I responded to the commercial need to prioritise ready-to-ship engagement rings by building a concept around immediacy and anticipation. Using the line ‘Some questions can’t wait’, I shaped the creative to capture the intimate, fleeting moments leading up to a proposal, balancing urgency with emotion to drive action during a critical retail period.
For the 2025 holiday campaign, I responded to the commercial need to prioritise ready-to-ship engagement rings by building a concept around immediacy and anticipation. Using the line ‘Some questions can’t wait’, I shaped the creative to capture the intimate, fleeting moments leading up to a proposal, balancing urgency with emotion to drive action during a critical retail period.
Video
THE CULLEN DIFFERENCE
SERVING BRILLIANCE
TIMELESS PIECES
READY TO GIFT
READY TO GIFT
A RING THAT GIVES BACK
HEIRLOOM IN THE MAKING
SOME QUESTIONS CAN’T WAIT
MEET THE JEWELLERS