Words, images & things worth noticing
Journal. Observations from the work—and the world around it. On creativity, communication and the occasional reason to look up.
The latest / 01 stories
Photo essay / Astrophotography · Landscape photography
By Oliver Hildebrand · 25 September 2026 · 4 minute read
We've long been fascinated by the skies, driven by pragmatism and profundity in equal measure. But with tech removing the need to pay so much attention, are we losing connection with the cosmos?
Read the story ↗
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× Entain / Creative spotlight
“2 Hundy” TV campaign Campaign films
2 Hundy — UFC campaign 2 Hundy — Auckland FC
30-second TVC featuring betcha brand ambassadors Carlos Ulberg and Navajo Stirling, promoting the 200% Deposit Match offer.
Brief A late regulatory change and a narrow filming window with two rising Kiwi UFC contenders called for a bold campaign concept—one that showcased challenger brand betcha’s combat credentials while making its 200% deposit match offer impossible to miss. But with less than a week to lock down the concept before cameras rolled, every creative decision had to land.
Approach Rather than another interview-style ambassador piece, I pitched several concepts ranging from safe to ambitious. The chosen combo of vernacular (“hundy”) and a playful one-upmanship dynamic proved both memorable and production-friendly.
Outcome The campaign was well received in independent testing, clearly communicating the offer. The 2 Hundy platform continued into betcha’s Auckland FC campaign.
The 2 Hundy platform, reimagined for Auckland FC with Jesse Randall and his teammates.
Brief Commissioned at the tail end of Auckland FC’s season, the next 2 Hundy film needed to bring betcha’s 200% deposit match offer into the world of football. Jesse Randall, who had just secured a move to Scottish club Dundee, would take the lead. But with uncertain weather threatening an outdoor shoot, the script also needed an indoor version—with enough movement and personality to keep the campaign’s playful energy intact.
Approach Rather than asking professional footballers to carry a dialogue-heavy performance, I built the action around something they could do instinctively: juggle a ball. The idea gave Jesse and his teammates room to show their skills while letting the one-upmanship do the storytelling. A locker-room tunnel provided a weather-safe setting, with the ball’s movement bringing rhythm and dynamism to a confined space—and a natural new expression of the 2 Hundy platform.
Independent creative testing · TRA 49 Creative EdgeHighest betcha score; previous best 41
69% Easy to understand
67% Recalled the 200% offer
67% Offer made clear
56% betcha = leading UFC app
× Bambrick / Selected client work
Search intent. Visible results. Azapak · Informational authority Evergreen guides targeting high-volume informational searches, with sustained visibility across organic and AI-assisted results.
Niecon Developments · Research-led content Research-led content for top-of-funnel search topics, with first-page visibility and relevant AI-assisted citations.
Australian Turf Group · Commercial discovery Commercial product copy targeting high-intent local searches, with visibility across transactional organic and AI-assisted results.
Selected client work produced in 2025. Search visibility captured in 2026; these are historical snapshots.
× LINK Creative / Selected client work
From brand thinking to finished work. Brand strategy Workshops and audience and competitor research informed positioning, purpose and messaging. Brand strategies provided direction for visual identity, tone of voice and communications.
Bespoke websites Copy, sitemaps and wireframes shaped content and user journeys, developed in collaboration with clients, designers and other stakeholders.
Custom collateral Multi-channel writing carried the strategy into advertising, email, presentations and print collateral, with projects coordinated from brief to delivery.
