Launched in 2023 with ladders and PPE, I helped shape Citeco’s brand positioning, contributing to them becoming the fastest growing safety brand in Australia and New Zealand. This lead to their 2025 expansion into workwear.

To launch the new range, we targeted sports audiences on Kayo and ESPN, drawing parallels between elite athletes and tradies, both reliant on high-performance gear.

The campaign featured ex-NRL player Justin O’Neill, who retired early to pursue a career in design and construction.

Creative: Jerome Wilson, Bert Seaton
Director: Ian Reiser
DP: Jarryd Sinclair