The goal was to turn the 2025 Red Cross Clothing Drive into an unmissable cultural moment, shifting donation behaviour and sparking conversation.

Working as Art Director and Designer, alongside Creative Director Tom Manning, we recruited Cody Simpson, a man of many distinct eras, to help people work out which wardrobe chapters they were finally ready to let go of. Revisiting his own looks as a musician and swimmer, he decided what to donate and encouraged others to do the same.

Brought to life through a talent-led campaign, paid and owned social, influencer and the one-day Clothing Drive, the campaign prompted Aussies to donate, turning the drive into a feel good cultural moment.