Rachel Jamieson

Air New Zealand and Santa are old friends. So when it started looking difficult for Santa to get into Aotearoa for Christmas 2021, we knew that Air New Zealand wouldn’t hesitate to take on an extra magical delivery direct from the North Pole. This film kicks off a campaign grounded in generosity, where Air New Zealand delivers Christmas cheer across the country, including to communities where it is needed most.

Copywriter: Rachel Jamieson
Art Director: Clementina De Ruiter
CCO: Richard Maddocks
Director: Josh Frizzel
Production Company: Reel Factory

Bastion Shine, Auckland, 2021

Art Director, Julie Spedding and I worked with the team at YoungShand to create Blis Probiotics’ revolutionary new skincare brand - Unconditional Skincare Co.

We developed the brand name, TOV and look and feel, and worked with designer, Andrea LoVetere, to bring our concept through into the packaging.

The website, the brand’s online home and central hub for purchasing the hero product, was designed together with Elliot Oxborough. Browse live at unconditionalskin.com

Sr. Copywriter: Rachel Jamieson
Sr. Art Director: Julie Spedding
Designer: Andrea LoVetere
CD: Scott Maddox
ECD: Anne Boothroyd

Website:
Sr. Copywriter: Rachel Jamieson
Sr. Art Director: Julie Spedding
Designer: Elliot Oxborough
Digital Producer: Kat Cox

YoungShand, Auckland 2021

After two years of sitting at home due to Covid restrictions, Air New Zealand wanted to get Kiwis ready to hit the skies again.

We launched the #GetReadyForTakeOff campaign with a TVC, as well as contributing thinking on other initiatives, like the successful Jabaseat event.

#GetReadyForTakeOff TVC
This film taps into our collective yearning as a nation to dust off our passports and get flying again. We celebrate the mahi that each one of us is doing - getting vaccinated, masking up, and scanning in - so that we can all #GetReadyForTakeOff.

Copywriter: Rachel Jamieson
Art Director: Clementina De Ruiter
CCO: Richard Maddocks
Director: James Anderson
Production Company: Reel Factory

Bastion Shine, Auckland, 2021

Jabaseat
What better way to get Aotearoa’s vaccination effort off the ground, than to hold a Super Saturday event on one of Air New Zealand’s planes? Jabaseat rallied Kiwis with a novel way to protect against the coronavirus.

*Note that my contribution to Jabaseat was all in the name and the initial concept - the hard bit was done by the talented folks at Bastion Shine and Air New Zealand.

Bastion Shine, Auckland, 2021

Unconditional Skincare Co.’s signature product works with your skin - however it shows up - to hydrate and replenish with the power of live probiotics.

For the launch of this new product and brand we set out to challenge the way we as a society talk about women’s skin. Because just as our product works with any and all skin types, USC believes fundamentally that there is no ‘good’ or ‘bad’ skin.

We put the call out for women everywhere to join the conversation about what they consider unrealistic skin expectations - from articles about achieving ‘flawless skin’, to tutorials about looking 10 years younger overnight.

Unconditional Skincare Co. will use these submissions as the basis for their Skin Peace Pledge - a transformative promise to their audience that commits to a new way of talking about their skin.

Sr. Copywriter: Rachel Jamieson
Sr. Art Director: Julie Spedding
Copywriter: Karla Tarr
Art Director: Jack Wadham
CD: Scott Maddox
ECD: Anne Boothroyd

Energy Upgrade California empowers Californians to use less energy, even during the holidays when the state is lit up like the proverbial tree.

We wanted to show everyone that California can still enjoy every bit of the festivities, without overindulging at the meter. This stop motion film tells the story of our state’s most unlikely energy heroes - the appliances inside our homes. They lead by example, each doing one thing to decrease the energy they use, while increasing the holiday spirit all around them.

ACD Copywriter: Rachel Jamieson
ACD Art Director: Aubrey Day
CD: Sam Brown
Animation: House Special

DDB San Francisco, 2017

Energy Upgrade California is a state-wide initiative to lower carbon emissions by inspiring Californians to use less energy. 

In order to educate our audience on social, we created the #EnergyWorkshop series where posts look under the hood of home energy usage in a fun and digestible way.

Each short energy experiment highlights one small energy saving action that Californians can do to make a big difference for their state.

Senior Art Director: Jennifer Fisher
ACD Copywriter: Rachel Jamieson
Copywriter: Cody Turk
Art Director: Shelby Lemons
CD: Sam Brown
ECD: Ben Wolan

DDB San Francisco, 2018

DDB is famously named after its three male co-founders - Ned Doyle, Mac Dane and Bill Bernbach. However its highly influential founding female copy chief, Phyllis Robinson, is relatively unknown.

For International Women’s Day 2017, we decided to champion Phyllis Robinson and highlight the contribution that she and other female creatives made to the agency.

On March 8th 2017, DDB rebranded worldwide to become DDB&R in her honor. From New York, to Auckland, to Hamburg, DDBers and the industry as a whole learnt about Phyllis Robinson’s legacy and the iconic work she was responsible for.

Senior Copywriter: Rachel Jamieson
ACD Art Director: Michelle Sjoberg
Creative Director: Sam Brown
CCO: Kevin Drew Davis
North America CCO: Ari Weiss

DDB San Francisco, 2017

Previously known for their ‘Made in Japan’ campaigns, Onitsuka Tiger wanted to change tack and launch Spring/Summer 2013 with a fresh, but still intrinsically Japanese direction. The brand has a long history in Japan as part of the Asics corporation from Kobe. And while staying true to Mr Onitsuka’s legacy and the enduring brand values, this campaign needed to look forward.

Our answer was the SS2013 campaign 'The Craft of Movement'. 

Working together with the renowned Japanese design collective N.A.M we created a series of key visuals and films to be displayed in flagship retail stores and online.

The set was entirely hand-made. With each prop being delicately hung by a nylon thread in the design collective’s signature style.

Subtle movements that can be seen through the film reflect the craft approach that Onitsuka Tiger takes when it comes to movement - treating it with the utmost attention to detail. This reflects their core brand values and contrasts to other sports shoe brands where movement is more performance based.

The key visuals and film are set to be followed by further digital initiatives that will continue to build to the Craft of Movement campaign for Onitsuka Tiger.

Copywriter: Rachel Jamieson
Art Director: Karian Weijers
Creative Director: Andrew Watson
Designer: Malin Wall
Design house: N.A.M

Blast Radius Amsterdam
January 2013

Inspired by my own experience living in a one-bedroom apartment with my husband and child, I created Living Small to document how everyday young families live in small urban spaces.

The blog features different families from all over San Francisco. I interview, write, photograph and edit each post.  

San Francisco, 2015/2016

The more you know about Hebrew National hot dogs, the more you understand that they’re not just a piece of meat. We’re talking 100% premium cuts of all-American beef, certified kosher, with no artificial flavors, fillers or byproducts. Satisfying hungry tummies with food that’s been approved by the big guy and gets the thumbs up from your little guys? Now that’s a no brainer.

*Note that this campaign was not produced. 

Senior Copywriter: Rachel Jamieson
Senior Art Director: Aubrey Day
Copywriter: Jacque Vavroch
Art Director: Lena Barrows
ACD Art Director: Tor Koluglu
Creative Director: Kevin Thomson

Brave the Day is Right Guard’s rallying cry. It’s an invitation to get outside of your comfort zone and into that uncomfort zone where things really get interesting.

While working on Right Guard’s social, we created engaging quick-turn content that brought this brand belief to life. By developing content series, like the ‘starter packs’ and ‘how to’s’, we were able to iterate and deliver a high number of strategically relevant posts every month. Each piece arms guys with a little Brave the Day inspiration, because Right Guard knows that when you go for it, you can’t go wrong.

ACD Art Director: Aubrey Day
ACD Copywriter: Rachel Jamieson
Art Director: James Segura
Copywriter: Alex Oshima
CD: Dan Read
CD: Sam Brown

DDB San Francisco, 2018

A selection of print and press ads I worked on with AD Genevieve Chunn in New Zealand.

Nutri-plus - DDB New Zealand
TV3 - Colenso BBDO
Sky Sport - DDB New Zealand
SKY City Dental - Colenso BBDO
Volkswagen Eos - DDB New Zealand

Copywriter: Rachel Jamieson
Art Director: Genevieve Chunn
Creative Director: Kim Ellison (DDB New Zealand)
ECD: Toby Talbot (DDB New Zealand)
Creative Director: Richard Maddocks (Colenso BBDO)
 

For the Summer of 2011, Tommy Hilfiger launched a capsule collection inspired by preppy style around the world, titled 'The Prep World'.

To showcase this collection online, we created a dedicated microsite where the collection itself is displayed in a way that fully promotes discovery. Each piece taking Tommy Hilfiger fans on a tour of how the preppy look is styled across the world, while seamlessly linking back to shop the other pieces in the collection.

As copywriter, I also worked with contributions from 'prep expert' Lisa Bernbach (author of The Official Preppy Handbook), to put together all eleven prep city guides and copy found throughout the microsite.

Copywriter: Rachel Jamieson
Art Director: Karian Weijers
Designer: Yvonne Lu
Creative Director: Oskar Sundberg

Blast Radius Amsterdam
June 2011

Hugo Boss’ BOSS Nuit fragrance is inspired by the iconic little black dress. 

We were asked to launch the fragrance online and support the TVC featuring Gwyneth Paltrow, and we answered with the Boss Nuit YouTube experience.

This platform is designed to give women insights into a previously unseen process, how Gwyneth Paltrow and other professionals work together to achieve a 'perfectly put together' look. Something that Gwyneth Paltrow strives for, and the little black dress consistently delivers on.

The platform features exclusive content from key ambassadors Gwyneth Paltrow, her stylist Elizabeth Saltzman and Hugo Boss womenswear creative director, Eyan Allen. Each moment offers an intimate look into how each of these professionals prepare. How do Gwyneth and her stylist select that perfect dress? What music does Gwyneth like to listen as she gets ready? What was Eyan Allen's process when he designed Gwyneth's little black dress for the TVC?

Over time new ambassadors, including local market specific figures, continue to grow and enrich the platform as a destination for women.

Copywriter: Rachel Jamieson
Art Director: Karian Weijers
Creative Director: Andrew Watson
Designer: Malin Wall

Blast Radius Amsterdam
July 2012

Just as Swarovski apply an artful eye to their crystals, the Reflect Yourself application invites Swarovski fans to use their creativity to craft their own profile pictures.

Fans can manipulate their profile or webcam image to take on new shapes, forms and colours.

The result is a personalised and unique piece of crystal art, which fans can then post as their profile picture and share with friends.

Copywriter: Rachel Jamieson
Art Director: Karian Weijers
Creative Director: Dave Roberts
Designer: Mat Janson Blanchet

Sid Lee Amsterdam
July 2010