About SG.
Hi, I’m Sam, also known as SG or George.
I’m a creative who moves seamlessly between art direction and creative direction, bringing clarity, craft, and cultural insight to every idea I lead.
Over the past decade, I’ve shaped brands, supported in-house agency relationships, and developed campaigns for some of New Zealand’s most recognised names: Lotto NZ, The Warehouse Group, Saatchi & Saatchi, TBWA, DDB, alongside international experience with eBay/Gumtree, A.S. Watson, and Sapient Nitro in the UK.
My work spans brand and campaign development, creative systems, design, and social storytelling. I thrive at the intersection of vision and execution, transforming ideas into work that resonates, connects, and makes a lasting impact.
As a creative leader, I’m passionate about guiding ideas and teams to their best potential, mentoring talent, and creating work that truly lands with people, work that excites, inspires, and gets results.
Beyond commercial projects, I co-founded Level Playing Field, a grassroots organisation using creativity to champion equality in youth sport across New Zealand, proof that great ideas can drive real change.
Known for my enthusiasm, focus, strategic lens and adaptability, I pride myself on aligning creative with brand values while staying on the pulse of culture and social trends. I’m equally at home driving big-picture storytelling as I am fine-tuning the details that make work shine.
I’m currently open to creative direction, brand consulting, and art direction opportunities with teams who value bold thinking, smart storytelling, and meaningful impact.
Hi, I’m Sam, also known as SG or George.
I’m a creative who moves seamlessly between art direction and creative direction, bringing clarity, craft, and cultural insight to every idea I lead.
Over the past decade, I’ve shaped brands, supported in-house agency relationships, and developed campaigns for some of New Zealand’s most recognised names: Lotto NZ, The Warehouse Group, Saatchi & Saatchi, TBWA, DDB, alongside international experience with eBay/Gumtree, A.S. Watson, and Sapient Nitro in the UK.
My work spans brand and campaign development, creative systems, design, and social storytelling. I thrive at the intersection of vision and execution, transforming ideas into work that resonates, connects, and makes a lasting impact.
As a creative leader, I’m passionate about guiding ideas and teams to their best potential, mentoring talent, and creating work that truly lands with people, work that excites, inspires, and gets results.
Beyond commercial projects, I co-founded Level Playing Field, a grassroots organisation using creativity to champion equality in youth sport across New Zealand, proof that great ideas can drive real change.
Known for my enthusiasm, focus, strategic lens and adaptability, I pride myself on aligning creative with brand values while staying on the pulse of culture and social trends. I’m equally at home driving big-picture storytelling as I am fine-tuning the details that make work shine.
I’m currently open to creative direction, brand consulting, and art direction opportunities with teams who value bold thinking, smart storytelling, and meaningful impact.
Let’s connect, collaborate, and create something bold.
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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