Hard Yakka

Beginning in 2021 as the brand pivoted away from large agency relationships toward a more boutique creative approach, the partnership with Hard Yakka has grown into one of the longest-standing client relationships of my career. Alongside Creative Director Jason Hazel, the work has spanned campaign films, brand-building exercises, photography and the development of the Hard Yakka Meet the Legends series — a mini-series that stands as some of my proudest work to date.
Across five years we've worked with celebrities, action sports legends, professional cricketers, pilots, motocross riders and Australia's own Robert Irwin — capturing everything from TV commercials and key visual campaign stills to catalogue imagery and social content across multiple brands under the Workwear Group umbrella. Typical shoot days involve 50+ outfit changes and two days to deliver a full TVC alongside a complete key visual campaign.
The scope of this relationship — spanning creative direction, cinematography, photography, pre-production, production management and extensive travel across Victoria and the east coast of Australia — reflects a level of creative trust that is rare and deeply valued.