I’m Sam, also known as SG or George.
I'm a creative director who lives at the intersection of strategy and execution. I don't just shape ideas, I lead them all the way through to work that actually lands.
Over the past decade, I've built brands, led campaigns, worked as a hybrid in-house agency middle piece and shaped creative systems for some of New Zealand's most recognised organisations; Lotto NZ, The Warehouse Group, Saatchi & Saatchi, TBWA, DDB, plus international work with eBay, A.S. Watson, and Sapient Nitro in the UK.
What I do best is bring clarity to complexity. Whether a brand is finding its voice, launching something new, or trying to align its creative output to match its ambition. I help make that happen.
I work with teams as an independent creative lead, coming in on projects or ongoing, without the overhead of a full-time hire. Think of me as the senior creative thinker you need, exactly when you need it.
Outside of client work, I co-founded Level Playing Field, a grassroots organisation using creativity to champion equality in youth sport across New Zealand. Because good ideas should do more than sell things.
If you've got something worth making, let's make it great.
I'm a creative director who lives at the intersection of strategy and execution. I don't just shape ideas, I lead them all the way through to work that actually lands.
Over the past decade, I've built brands, led campaigns, worked as a hybrid in-house agency middle piece and shaped creative systems for some of New Zealand's most recognised organisations; Lotto NZ, The Warehouse Group, Saatchi & Saatchi, TBWA, DDB, plus international work with eBay, A.S. Watson, and Sapient Nitro in the UK.
What I do best is bring clarity to complexity. Whether a brand is finding its voice, launching something new, or trying to align its creative output to match its ambition. I help make that happen.
I work with teams as an independent creative lead, coming in on projects or ongoing, without the overhead of a full-time hire. Think of me as the senior creative thinker you need, exactly when you need it.
Outside of client work, I co-founded Level Playing Field, a grassroots organisation using creativity to champion equality in youth sport across New Zealand. Because good ideas should do more than sell things.
If you've got something worth making, let's make it great.
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“Sam is a rare creative leader, exceptional in craft, generous in spirit, and deeply invested in making others better. She takes rough briefs and turns them into outstanding work, while simultaneously lifting the confidence, capability and output of the people around her. I’d work with her again in a heartbeat.”
- Troy Rawhiti-Connell, Comms, Content & Brand Strategist
“Sam brings clarity, organisation and strong brand thinking to every project. She led major campaigns and photography work that modernised the brand, improved consistency, and lifted overall quality across channels. In times of change, her leadership and positivity kept teams aligned and work moving forward.”
- Lisette Godinez, Marketing Leader (Retail & FMCG)
“Sam blends sharp strategic thinking with exceptional creative direction. She consistently elevates ideas beyond the brief, turning even the most everyday products into work that feels considered, compelling and genuinely inspiring. She’s an ego-free collaborator who raises the standard of everything around her.”
- Amber Bennett, Senior Copywriter & Creative Strategist