Andrew Jones has over 20 years of experience as a Creative Director. He has worked in advertising agencies in Sydney, Los Angeles, Tokyo, and Hong Kong. He currently lives in Sydney with his partner and three daughters. In addition to his creative work, he runs the popular motorcycle blog Pipeburn.com. His work includes campaigns for major brands like McDonald's, WWF, and Toyota. He is skilled in copywriting, photography, graphic design, and video production.

1. AJ

2. 02
HELLO
Hello. My name is Andrew. I'm a Creative Director who has been working in
the industry since 1995. I’ve worked in Los Angeles, Tokyo and Hong Kong.
I'm currently based in Sydney, where I live with my partner and our three
young girls, Ella, , and Mae.
I love coming up with creative ideas. I can also take a decent photo, write copy
and I quite enjoy all things digital. I'm also pretty comfortable with
Photoshop and a Wacom, which lets me do retouching and graphic design.
There’s also a Cannes Lion and bunch of other awards on my mantelpiece.
I've worked with a bunch of big brands including Subaru, WWF, McDonald’s,
Macquarie Bank, Toyota, Lexus, Mitsubishi, Nissan, Louis Vuitton, Sony
Playstation, HSBC, Daimler Chrysler, Panasonic, Unilever, Siemens Nixdorf
and HP. The list goes on and on, unlike my long-term memory.
I also own a few motorbikes and run a popular motorbike blog called
Pipeburn.com, which regularly features my writing, photography and
retouching work. Yes, I know bikes are insane death machines –
it's nice to know you care, though.

3. ‘Name It Burger’ was easily the most fun I’ve ever had at work.
With substantial budget, some of the best creative brains in the
business, and the actor who used to fly the helicopter in Skippy,
it was bound to be a winner. We shot TVCs, ran a competition
and created a website where it all came together. We even had an
hypnotic ‘Burger Meditation’ visualisation to help you create
better burger names.
McDONALD’S – NAME IT BURGER
03

4. The TAFE Sydney Institute was losing relevance amongst school
leavers and student intake was down. The challenge was to try and
reverse the perception that TAFE was an outdated option.
We had to engage a tricky segment with an idea that showed that
TAFE not only understood their needs, but they had the courses
of study that would get them there. The work included viral
videos, a two day shoot, photography, web, print ads and more.
04
SYDNEY TAFE – CATOGRAPHY
John K.“John Katzenburg is an eccentric cat lover, teacher, and philanthropist in his mid-to-late 30s. He’s also Australia’s leading expert on cat
videography, or “Catography,” as he calls it. He’s a nervous chap, often looking a little frazzled or confused.
Although he has a habit of putting cats in rather extreme situation to get that perfect shot, he isn’t cruel or malicious. He would be
genuinely surprised if you told him you thought he was being cruel. He’s not the best dresser and usually ends up looking pretty strange -
primarily through his favourite combination of old school t-shirts and cardigans.
He speaks with a passion and excitement that betrays his obsession with cats and the internet, and he definitely isn’t too Aussie or blokey.
When you first meet him, you’d be hard-pressed to guess his nationality. He is quite well spoken and over pronounces his words a little.”

5. Created as brand campaign and a B2B piece, ‘Test you Metal’ was
done for Mutti Parma, one of Italy’s most famous food brands.
Their brief was to both increase interest in the brand amongst
food service professionals and to find an ambassador chef for the
company’s promotional activities in Australia. The body of work
included a website, print ads, a full video and photo shoot, a
competition, and a public launch event.
MUTTI AUSTRALIA – TEST YOUR METAL
TOMATOMASTER.COM.AU
Have you got what it takes to be Mutti Australia’ e’r
with the skills and y’s leading brands. Just tell us the one thing that
never
*
t’ll be tough. Let
TEST YOUR METAL
Conditions apply – see www.tomatomaster.com.au. Starts 7/5/14. Ends 11.59pm AEST 2/7/14. Limit 1 entry per person. Open to Aust. residents aged 18+,
who have formal chef qualifications with 5 years min. experience and can comply with strict eligibility requirements, including ability to travel and
ability to work based in Sydney and, if necessary, relocate to Sydney at own expense (see conditions for details).
*Contract with Sandhurst Fine Foods, Australian distributor of Mutti products.
05

6. An oldie but a goodie; this Silver Lion-winning banner ad was done for the WWF
while I was working for Leo Burnett. It was part of a much larger body of work we
completed that included print, TV, and outdoor pieces. Users rolled over a beautiful
landscape to "see the wildlife" only to be handed control of a rather lame rock wallaby
on a stick. The pay off told users of the animal’s potential extinction, and asked to
help with the animal’s plight. At the time it was the highest digital award an Australian
agency had ever received at the Cannes show.
WORLD WILDLIFE FUND – ROCK WALLABY
06

7. The Ivory Group is a highly successful, Sydney-based recruitment firm that
approached New Republique to redo their branding. Our strategy research was clear;
they were passionate about what they did and really stood out amongst their
competition. Working with Stephen Brabazon, New Republique’s main Designer,
we created a bold, colourful brand that really took their new
‘Love What You Do’ tagline to heart.
IVORY GROUP – REBRAND
07

8. GoCatch is Australia’s Uber. They are older, too. But with the
American ride-share powerhouse chasing market share, they
were up for the fight of their life. Their first stop? A rebrand.
Working again with Stephen Brabazon, we created this - a full
range of brand and assets designs strong enough to support their
aggressive 2016 growth plans.
GOCATCH – REBRAND
08

9. Created as a self-promotion piece for New Republique’s business
model, this book, entitled ‘GRiP’, was one of the biggest projects
I’ve ever undertaken. At 160 pages in total, I helped write and
proof the copy, oversaw the book’s design, sourced and/or shot
the photos, provided illustrations and managed the printing.
NEW REPUBLIQUE – BOOK DESIGN
09

10. This is a video piece I did for Pipeburn.com to show off a bike
we’d discovered at a bike show in Sydney. With zero budget, I
handled the writing, direction, production and editing for the
entire piece. I even hand-made a dolly rig out of PVC pipes and
rollerblade wheels. Just like McGyver, I am. Many thanks to Toby
Grime for his DOP and editing duties, and the amazing
Velvet Underground for the soundtrack.
PIPEBURN – VIDEO SHOOT
10

11. If you’re looking for something that represents what I can do
when I really put my mind to it, this would be it. Pipeburn.com
is one of the world’s most popular motorcycle blogs. Now 7 years
young, we have published more than 1,200 different articles,
have around 750,000 monthly readers and 226,000 likes on
Facebook. We regularly work with some of the world’s leading
motorcycle companies to help promote and grow their brands.
PIPEBURN.COM
11

12. Working with a photographer and a stylist, I was more than a
little excited to creatively direct this rather delicious-looking
shoot for Sandhurst Fine Foods. One of many shoots I’ve done
over the years, I’ve chosen this one as probably the best example
of composition, lighting and styling. The shots were then rolled
out to a range of printed and advertising assets. And yes, I got to
taste them all.
SANDHURST – PRODUCT PHOTOGRAPHY
12

13. PIPEBURN – PHOTO RETOUCHING
This work was done for a competition we ran on Pipeburn.com in 2011. It’s probably
the best, most detailed retouch I have ever attempted. Most of the ‘after’ bike was
created from scratch in Photoshop. It created a fairly big stir on the site at the time,
and has gone on to be one of the most popular retouched motorcycle images ever
posted on the Pinterest website.
Before
After
13

14. I love mechanical pencils. I love drawing. And I love my
Moleskin notebook. Here’s a few examples of what happens when
all three get together in my spare time.
SKETCHBOOK
14

15. As an experienced and awarded professional creative, I have over 20 years experience
in helping clients and companies to increase creativity and use it to improve sales,
grow brands and excite customers. I’m also an experienced team leader that can
inspire and grow a creative team and one that has the ability to work with all other
members of staff to make an exciting, profitable and enjoyable workplace.
Creative Director, December 2011 – present
New Republique, Sydney.
New Republique is a creative advertising agency that was founded in Sydney in 2010.
As a part of the New Republique management team, I’ve worked closely with the CEO
and the Strategy Director to grow the company from three staff in 2011 to the
eighteen-strong team we now have. I also played a central role in ensuring the quality
of all the ideas, creative and design work produced, along with accountability for new
business, profitability, account management, client liaison and staff.
Senior Art Director, 2006 – 2011
Leo Burnett, Sydney.
During my time at Leo Burnett, I was fortunate to be part of a close-knit team that
was responsible for creating, designing and executing many award-winning pieces of
work including Canon’s ‘Photochains’ campaign, McDonald’s ‘Name It Burger’, and
WWF’s ‘Earth Hour’ and ‘Man Made’ campaigns. An ad done for the latter won us a
Cannes Silver Cyber Lion – at the time it was the highest digital award ever received by
an Australian ad agency.
Art Director, 2005 – 2006
Clemenger BBDO, Sydney.
In my two years there, Clemengers allowed me to create some great work, including
some key assets used to launch Mitsubishi’s 2005 Lancer and Evolution models, along
with a raft of other traditional and digital pieces for Visa and Hahn Premium.
Art Director, 2003 – 2005
TBWA Tequila, Sydney.
Work including campaigns, digital assets and ads for AAPT, New Line Cinema,
NRMA , St George BANK and Tourism New Zealand.
Creative Director, 1995 – 2002
Spike Networks, Sydney, Los Angeles, Tokyo, and Hong Kong.
As a creative working in one of Australia’s biggest and brightest ‘Dot Com’
companies, I was originally based in Sydney, but was transferred to Los Angeles in
1998, Tokyo in 1999, and then Hong Kong in 2001. Clients included Toyota, Lexus,
Southcorp Wines, and Daimler Chrysler. Spike shut down in 2001, at which time
myself and a small team from the Hong Kong office started a new company called
Quattro Studios to service the company’s existing clients.
For more details and personal references, just ask.
CV
15

17. 0417 022 198
andrew.e.jones@gmail.com
@pamberjack