What’s my writing really like?

Advertising for a local bike maker who was hiding behind his brand. Not many Tour de France riders design their own bikes so I wanted to make Eric the hero.

Racing takes you to the limit and beyond.

But if you’ve never been there, how can you know the boundaries? Few designers know what it’s like to push a bike to its limit more than Eric MacKenzie, four times Tour de France cyclist and winner of six madisons on the tracks of Europe. A pro cyclist who toughed it out on the world’s best bikes – in all types of conditions – Eric was without doubt one of the fastest sprinters and descenders of his era. Now, as lead designer of EMC, he dedicates his life to designing the perfect bike from the frame up, based on his understanding of the way bikes behave at the highest speeds. This is what gives EMC the edge in terms of performance and handling. Check out the full range at emcbikes.com

Packaging copy for a new coffee brand. The trick is not to say too much, otherwise a designer will crunch every word down to 5pt font that few can read.

Rouleur

It’s French for ‘strong all-rounder’ that rolls off the tongue so beautifully … just like peloton … maillot jaune … and this kick-ass coffee. Savour the flavour of our unique blend of Arabica beans then get ready to tackle life’s challenges, be they the mountains of the Pyrenees or getting out of bed!

Now this is true storytelling! A campaign for regional tourism that had plenty of legs thanks to local legend.

Taranaki versus Tongariro

Not a rugby match but the makings of a beautiful river. Thousands of years ago, the mountain god Taranaki fought Tongariro for the hand of the beautiful Pihanga and was humiliated. Wrenching his roots from the ground, he plunged toward the setting sun and water flowed through the deep scar left behind. This was how the Whanganui River came to be. Discover its mystique and all 239 rapids by canoe. Or take a guided jet tour for more enthralling stories passed down through generations of local iwi.

A brand story for mums and dads with sick kids that could go everywhere from animations to the backs of packs.

Once upon a time there lived a lion named Leo, who was very sad because he had allergies.

So his good friend the doctor searched for a cure that would help Leo and every little girl and boy feel better. The doctor cooked up a special mix of herbal extracts that had been used for centuries to support the immune system in high irritant environments. “Look what I’ve got for you Leo,” said the doctor, “This AllergEase, with its full daily dose of Vitamin C, is just the boost you need to feel better.” From that day on Leo and all the girls and boys with allergies lived happily ever after. Mums and dads meanwhile went to www.aedrops.com to find out more.

To fully appreciate these ads you need to imagine the visuals that went with them: a lone cow eating a huge hay bale, another in front of a church hall, and one more staring at the slaughter truck.

Greedy cow

Cows can’t get enough of the good stuff in MultiMin® + Cu, the only multiple trace-element injectable proven to improve immunity, production, growth and reproduction. Available at vet clinics nationwide.

Holy cow!

It’s amazing how many extra trace elements your cows need during mating. Make sure they stay in the mood with MultiMin® + Cu, the only multiple trace-element injectable proven to improve immunity, production, growth and reproduction. Available at vet clinics nationwide.

Miserable cow

When it’s time for calving, your cows’ low immunity can really get them down. Cheer them up with MultiMin® + Cu, the only multiple trace-element injectable proven to improve immunity, production, growth and reproduction. Available at vet clinics nationwide.

One of many pages for a website aimed at first homebuyers, via Shift. Definitely one of my more chatty efforts, but it seemed appropriate for an audience that needed some hand-holding.

Buying a rental property

Mingle at parties these days and you’re bound to hear someone raving about negative gearing or loss attributing companies. As boring as that conversation may be, property investment is an increasingly attractive proposition for many Kiwis spurred on by the prospect of capital gains and a favourable tax system.

Funding your property empire

Forget about the $20 notes in your Monopoly set – you’ll need to see a mortgage provider if you want to get your hands on serious money. Save time and hassle by getting all the paperwork together before you go in… READ MORE

Say hello to your friend, the IRD

The taxman often gets a bad rap, but not when it comes to property investment in New Zealand. You just need to know how to make the system work for you (rather than the other way round)…READ MORE

Spotting a good buy

Good investment properties are increasingly hard to find since more and more investors have the same idea as you. To grab a great property, it pays to know what you’re looking for... READ MORE

Congratulations – you’re a proud landlord!

Unfortunately your investment won’t run itself, though. The worse the tenants or the older the property, the more you need to keep an eye on it... READ MORE