At Lay Day, I handled everything from big-picture ideas to the final upload, bringing the brand’s “serious coffee for unserious people” ethos to life.
My role covered concept development, creative strategy, direction, videography, photography, editing, and copywriting, as well as shaping how we showed up across social platforms.
I worked hands-on with the team to build a consistent tone and witty visuals that made the brand feel like more of a movement than just a coffee company.
From pitching and storyboarding to filming, formatting, posting, and tweaking captions, I was across every step of the process.
All the content below was directed, shot and edited by me.
Sensory Marketing
Developed and executed a sensory-driven visual campaign to connect Lay Day’s coffee flavours to emotion and experience. Inspired by the approach of brands like Rhode and Loewe, the concept translated tasting notes such as caramel, chocolate, and tropical fruit into bold, hyperreal imagery that evoked taste and texture through visuals alone.
Community-Based Content
A big part of our work was trying to get out there and connect with our community. We wanted to show up where our audience was hanging out organically and build a relationship with them. We would try and find groups or classes that resonated with the brand and show up and serve free cups of coffee after an activity.
Here is some of the content I created for these:
Guerilla Marketing
Concepted and produced a guerrilla marketing stunt in Bondi Beach to bring Lay Day’s playful, anti-corporate spirit into the real world. The idea was simple: make people stop, laugh, and engage.
We designed and installed a massive Yuki decal sticker at a Bondi bus stop.
A cheeky, unexpected placement that turned heads and sparked conversation. What was meant to last a few hours stayed up for seven full days, reaching thousands of commuters daily.
A perfect example of low-cost, high-impact marketing, built on creativity, timing, and a touch of rebellion.
LAY DAY Customer Service
For this concept, we built Lay Day’s “Customer Service HQ” - not in an office, but in the middle of nowhere. A desk, a phone, a headset, and one barefoot agent in surf shorts.
The idea flipped corporate culture on its head, showing that at Lay Day, leisure really does rule. It was about rejecting the mundane, breaking free from routine, in a funny way.
Shot as a minimalist one-scene video, it perfectly captured Lay Day’s brand voice: dry humour, subtle rebellion, and a quiet refusal to take work too seriously.
General Photography
