KingGee

Another cornerstone of the Workwear Group stable, KingGee is an Australian classic celebrating its 100th anniversary this year. While perhaps lesser known than its workwear counterpart, KingGee carries just as much rich Australian heritage — a legacy brand with ownership passed through the Adcock family that continues to produce some of the best workwear in the country today.

Over nearly five years, the work has spanned hero brand films, catalogue shoots, campaign content and the Real Trades series — building a distinct visual language that intentionally separates KingGee from Hard Yakka, positioning it as the more premium offering in the working market. Working alongside the team at Workwear Group, we've developed a consistent aesthetic that reflects the craftsmanship of the brand itself — taking productions from across Australia and New Zealand all the way out to the Red Centre.
Among the standout moments of this partnership was co-directing the You Wear the Crown campaign alongside Scott Robb, representing Emble Studio — one of my proudest pieces for the brand to date.
KingGee has also become the first brand I've worked with to embrace a 90% AI-driven advertising workflow within a short series — a testament to their forward-thinking approach to media and visual development. It's a privilege to be trusted to bring cutting-edge technology to such a reputable and iconic Australian brand as they push further in their messaging and creative ambition.