Contributions: Concepting, Copywriting, Editing, Social Content Development.

In 2014 Lynx was in the process of moving their brand to a more mature positioning. To assist with the transition in Australia, the Lynx Expression Series was created.

The Lynx Expression Series focused on helping men express themselves, rather than improving their sexual prowess. The campaign consisted of a few stages; initially, Lynx partnered with 3 Australian creatives to create works based on the Lynx brand. These were graffiti artists The Yok & Shero, typographer Luca Ionescu, and photographer Dan Boud, who shot portraits of unique Australians that were turned into a coffee table book.

Following this, Lynx partnered with former Vanishing Elephant designer Felix Chan to create three collections of limited edition men’s accessories, as well as a series of articles about men's style.

Finally Style Space, a pop-up social space in Sydney, hosted talks, musical performances, barbers providing free haircuts and more.

All of this activity was spread through social media, with a comprehensive content calendar covering all bases. A website was also created to act as a hub for everything. Visit the website here.