Luke Thompson

Melbourne isn't a city with big, touristy landmarks. It's a city with lots of little hidden gems that take time to discover. So we decided to give people a chance (with the help of a virtual guide) to check out Melbourne before they even stepped on a plane.

The Middle Seat Lottery is a first-of-its-kind product innovation that completely changed the conversation, not just about the experience of a plane’s middle seat, but also Virgin Australia’s ambition to truly change the experience of flying.

Our research told us Zoomers do not want to be patronised with stereotypical period advertising. Fuck riding horses along the beach, let’s get real - if they're going to be uncomfortable everyone else can be too. So we set out to normalise and empower a generation to be loud and proud about periods.

The Cheer Bleeders are raw, humorous and bloody honest and aim to change the uncomfortable experience many Australians still feel when getting their period.

How a parent drives now can strongly influence how their children drive later. So we decided to strip everything away except for the parental behaviours.

Airlines constantly talk about elevating the experience of flight, but few actually deliver. To bring credibility to Virgin Australia’s mission of making flying a more uplifting experience, we needed an experience-led, fame-driving brand platform that demonstrated “Wonderful” flying.

Carlton Zero wanted to emphasise all the things you can now do whilst having a beer with mates, without missing out on that great Carlton taste.

TAC and the Victorian police wanted to flip the narrative as to why they enforce the road rules so stringently. It’s not about revenue raising, it’s about saving people before the worst happens.

With Australians facing a $1 trillion shortfall in superannuation savings MLC needed a campaign idea that brought the community together to 'save retirement'. How do yo do this? By showing retirement as a thing of the past.

We asked Carlton Dry drinkers to tell us their best drinking story, and remade the winning story with cult action hero Steven Seagal playing the role of them.

We wanted to give people a last minute reminder of what it would cost them if they decided to drink and drive.

As a major sponsor of Australian Rules Football, NAB wanted to give fans the opportunity to use their passion to convert the rest of the world to our native game. 

So we took five international sports nuts and dropped them into five Aussie rules loving families, they inturn taught them how to play, train, umpire, coach and eventually love the game.

As a major sponsor of the AFL NAB wanted to show how they support footy from grass roots to the big time. I oversaw the creation of this heart warming commercial 

Victorians have started to show appathy towards the road toll. We wanted to remind them that there's no one someone won't miss.

To commemorate the Gallipoli Centenary VB needed a powerful and emotive spot to remind people of the sacrifices the ANZACS made for all of us. 

As a major sponsor of Australian Rules Football, Carlton Draught wanted an idea that was as big a spectacle as the Grand Final itself. A ten story high, 40 tonne skill tester seemed to do the trick.

Perfect Italiano make it simple to make great stuff with cheese, no celebrity chef required.

We created a live, interactive diarama in the Australian Museum showing the types of activities that could become extinct if retirement was a thing of the past.

The perfect cheese required 'the perfect man' to sell it.