Sean Vrabel

Tasked with trying to make people make people think twice about being distracted around water, this spot for Royal Life Saving shows two parents keeping half an eye on their son while they tend to other activities. The moment they turn away, the water shows its dark side; the moment they turn back, the water is instantly safe again. 

Our intention was to make people acutely aware of the tragedy that can come from distractions. It's great for families to enjoy the water together over summer, the truth is, the moment you take your eyes off children, water can be fatal - it's only safe while you're watching.

Department of Health 'Mutation'

We were given the challenge to find a new smoking related fact to shock smokers as the usual messages have become 'white noise'.
This campaign aims to highlight the immediate damage done by smoking, focusing on a fact we discovered prior to the DoH pitch -
every 15 cigarettes smoked will cause a mutation that can lead to cancer.

As fans prepare for Game 3 of the Holden State of Origin series, we created a real time activation that offered fans on social media the opportunity to own one-of-a-kind Origin memorabilia created instantly as those game-defining moments happen on the field.

During my freelance stint at Leo's I did all sorts of fun retail stuff on Woolies, but this campaign to promote the Health, Beauty and Baby sale has to be my favourite. It was the end of the Cheap Cheap era, and the first ads off the rank to mark the beginning of Woolies doing retail through genuine human experiences. In this campaign we focus on the very human need to run to Woolies and stock up when things don't quite go your way. 

Metro Play is an online gaming site with the same casino and table games as all the others. It does however have 'Play' in the name
allowing its ads to be playful and irreverent - something we put to good use in two 30 second spots, in which footage of real people
has had some Metro Play added to it. There are three more in the making and the potential for lots online, making for a very
recognisable campaign.

The BMW 2 Series is BMW’s ultimate performance coupé. So what better car to use to discover BMW’s Ultimate Driver –
one person that will get to test drive every BMW in 2014, in locations all over the world.

 We found our 40 finalists through innovative interactive test laps in the cinema, on Facebook and on mobile. There’ll be more on that
when we have the case study film finished. In the meantime, here are two films that give you a taste of the idea.

Metro 'Made For the City'

A brand campaign to introduce Metro’s new line and to prove that by being there no matter what,
through the good and the bad, Metro really is Made for the City.

For 30 days, people were encouraged to use #metrohigh and #metrolow to tweet the things they love
and hate about being in their city. Metro then made some of the bad bits good, and some of the
good bits great by responding with relevant daily competitions.