Haylie Craig (They/Them), Creative Director 🏳️🌈
Firstly, I have a babyface. Everyone says it’s a good thing. Until you get ID checked or carded everywhere you go. I’m 34 😅
Anyway…I’m not just another creative. I’ve never fitted in a neat box. Why be the same? That’s boring. Even as a Creative Director I’m not your traditional type in any shape or form.
I bring a unique perspective on how creativity can help solve complex societal issues and business problems. I work best where innovative and technology meet human focussed creative solutions.
I enjoy understanding how things work; whether that be tangible, intangible, new tech, old tech, no tech, human behaviour and just everything really. I question things. And I don’t accept things as they are just because it's the way that’s always been done. Why? Why this way? Can it change? Is this the best way? Who said so? Who is being left out or forgotten?
I’m currently a Creative Director at Colenso BBDO, previously a Creative at Google, We Are Social and various other creative places and spaces.
I’ve won an array of awards from Cannes Lions, D&AD pencils, Caples, Spikes, Clios, The One Show, Best awards etc.
“If I started a creative studio, Haylie would be my first hire, that’s as honest as I can be. I’m perpetually delighted by how they approach and answer a brief. Innovative, unique, useful ideas.”
“If you’re searching for an okay art director and traditional creative thinker DON’T HIRE HAYLIE CRAIG. They’re only good at being fucking brilliant.”
“If the future of this industry is innovative, collaborative and inclusive creativity then Haylie is it. Their work is living proof that creativity can solve big problems and create long lasting cultural change. They are the standard I measure myself against and a leader I can’t wait to follow.”
“Haylie has an extraordinary ability to effortlessly merge big brand thinking with genuine innovation. I’ve only known a few creative people who can deliver as frequently and as brilliantly.”
“Haylie is reserved and unassuming, but their ideas are loud and revolutionary. The way they let these ideas speak for them has meant we’ve been able to get our brand to stand behind a concept that could have otherwise been seen as reputationally risky, but will make a genuine positive impact on one of NZ’s most vulnerable communities. We’ve been privileged to work with Haylie.”
“Haylie’s work leaves you with a feeling of excitement, ideas that make you ask ‘Why didn’t I think of it like that?”. But the best part is they get to these ideas the same way anyone else does - through hard work.”
“Haylie is a very passionate and talented creative mind - with a great capacity for dynamic idea generation and will always fight for their ideas.”
“Hungry. Fearless. Brimming with creativity. If you want great ideas and the ability to package them up in a thoughtful, elegant, and punchy way, Haylie is your person.”
“Haylie is talented, motivated and dedicated - an incredibly hard worker who, in a pretty short time, did some of the better work We Are Social Sydney had ever produced. Haylie was highly respected by the whole team - including at a very senior level. They may not say much but I would love to work with Haylie again.”
“Haylie is proactive, resourceful and not afraid to ask the uncomfortable why’s to find real client problems and genuine consumer insights. Whenever called, Haylie would reliably swoop down in a flash with brilliant on-brief ideas, designed impeccably for clarity.”
EXPERIENCE & EDUCATION:
2019 / Current - Colenso BBDO, Auckland, NZ
2018 / 2019 - Google Creative Lab, Sydney, AUS
2017 / 2018 - We Are Social, Sydney, AUS
2015 / 2016 - KWP! Advertising, Adelaide, AUS
2013 / 2014 - Clemenger BBDO, Adelaide, AUS
2013 - Advanced Diploma, Graphic Design & Advertising, TAFE SA, AU
2012 / 2013 - Showpony Advertising, Adelaide, AUS
2011 - AWARD School (1st place), Adelaide, AUS
2011 - Certificate IV Graphic Design, Marden College, AUS
2011 - FNUKY Advertising, Adelaide, AUS
2011 - Jamshop Advertising, Internship, Adelaide, AUS
2010 - KWP! Advertising, Internship, Adelaide, AUS
2008 / 2010 - Bachelor of Marketing & Communications, University of South Australia, AUS
AWARDS & RECOGNITION:
D&AD 2023
Spark - Beyond Binary Code
Wood - Use of Technology
Clios 2023
Spark - Beyond Binary Code
Silver - Creative Use of Data
Capels 2023
Spark - Beyond Binary Code
Gold - B2B
Creative Pool 2023
Spark - Beyond Binary Code
Bronze - Data
Campaign Asia 2022
Top 40 women/gender diverse people to watch.
Cannes 2022
Spark - Beyond Binary Code
Silver - Use of Digital platforms
Shortlisted - Glass Lion for Change
Shortlisted - Digital craft - UX
Shortlisted - Creative B2B - Corporate purpose and social responsibility.
AdStars 2022
Spark - Beyond Binary Code
Gold - PSA Gender Equality
Silver - PSA Human Rights
Silver - Direct > Use of Direct Marketing > Use of digital in a direct marketing campaign
Gold - Data Insights > Use of Data > Data Technology
Bronze - Interactive > Use of Interactive > Use of Web Platforms
Silver - Diverse Insights
State Insurance - The Mistake Report
Bronze - Data Insights
Silver - Data Insights > Use of Data > Data Visualization
Best Design Awards 2022
Spark - Beyond Binary Code
Gold - Digital Campaign
Silver - Public Good Award
Silver - Digital Products
Silver - Small Scale Website
Bronze - Value of Design
The One Show
Next Creative Leaders 2020/2021
Cannes 2021
Breast Cancer Foundation NZ - Pre Check App:
Shortlisted - Digital & Interactive Design
APAC Effie 2021
State Insurance - Tally:
Gold - Branded Utility
Silver - Financial Products & Services
Bronze - Brand Experience - Services
Spikes Asia 2021
Breast Cancer Foundation NZ - Pre Check App:
Gold - Digital & Interactive Design
Silver - Health - Mobile
Axis 2021
State Insurance - Tally:
Bronze - Design - Experience Design
Bronze - Direct Marketing - Creative Use of Data in Direct
Bronze - Direct Marketing - Direct Digital
Finalist - Direct Marketing - Direct Campaign
Finalist - Digital Craft - User Experience
Finalist - Digital Craft - Digital Art Direction / Typography
Campaign Brief The Work 2021
Breast Cancer Foundation NZ - Pre Check App:
Winner - Mobile
Bank of New Zealand - Checkout Checkpoint:
Winner - Mobile
Katoitoi Awards 2021
Breast Cancer Foundation NZ - Pre Check App:
Winner - Digital Design
Caples 2020:
Breast Cancer Foundation NZ - Pre Check App:
Gold - Mobile
Gold - Innovation
Silver - Not For Profit
Bronze - Digital B2C
Shortlist - PR
Bank of New Zealand - Checkout Checkpoint:
Bronze - Mobile
Shortlist – Digital B2C
Shortlist – Innovation
The One Show 2020:
Bank of New Zealand - Checkout Checkpoint:
Finalist - Mobile - Gaming
Finalist - Social Media - Active Engagement
Webbys 2020:
Breast Cancer Foundation NZ - Pre Check App:
Silver - Apps, Mobile & Voice
Adstars 2020:
Breast Cancer Foundation NZ - Pre Check App:
Bronze - Mobile Applications
Finalist - Use of digital in direct marketing
Finalist - Interactive - Not for profit
Bank of New Zealand - Checkout Checkpoint:
Finalist - Mobile - Sectors: Finance
Echos 2020:
Breast Cancer Foundation NZ - Pre Check App:
Silver - Not for profit
Bank of New Zealand - Checkout Checkpoint:
Silver - Best Use of Social Media
Axis 2020:
Digital Art Direction & Typography:
Breast Cancer Foundation NZ - Pre Check App - Silver
BNZ Bank - Checkout Checkpoint - Bronze
Digital - Interface & Navigation: Digital Art Direction & Typography:
Breast Cancer Foundation NZ - Pre Check App - Silver
BNZ Bank - Checkout Checkpoint - Silver
Digital - User Experience:
Breast Cancer Foundation NZ - Pre Check App - Silver
BNZ Bank - Checkout Checkpoint - Bronze
Direct Digital:
BNZ Bank - Checkout Checkpoint - Bronze
Design - Experience:
BNZ Bank - Checkout Checkpoint - Bronze
Charity - design:
Breast Cancer Foundation NZ - Pre Check App - Silver
Social Media Campaign:
BNZ Bank - Checkout Checkpoint - Finalist
Digital Interactive Response:
BNZ Bank - Checkout Checkpoint - Silver
Creative Use of Media - Single Use:
BNZ Bank - Checkout Checkpoint - Finalist
Spikes Asia 2018:
Bronze Award / Digital - Influencer/Talent category. Campaign: ‘Calling All Will Smiths’ Client: Netflix.
Shortlisted / Digital - Co-Creation & User Generated Content. Campaign: ‘Calling All Will Smiths’ Client: Netflix.
Shortlisted / Digital - Community Building & Management. Campaign: ‘Calling All Will Smiths’ Client: Netflix.
Other:
2018 - Dots UK - Nominated as one of the 200 women trailblazers in the creative industry by Tea Uglow, Google.
2012 - ADMA 30BELOW - Young Marketer of the Year 2012, South Australian Finalist.
2011- AADC, Watering Can.
2011 - AWARD School, 1st Place, SA.
The Work 2016 & 2017:
2017 - The Work, Digital, ‘Dark Days Ahead’, Coopers Brewery.
2017 - The Work, Magazine, ‘Dark Days Ahead’, Coopers Brewery.
2016 - The Work, Newspaper, ‘An extra hour of Dark’, Coopers Brewery.
2016 - The Work, Integrated, 'An extra hour of Dark, Coopers Brewery.
AADC 2016:
2016 - AADC Award, Digital Online Ad, ‘Dark Days Ahead’, Coopers Brewery.
2016 - AADC Award, Direct Marketing (Non Commercial), ‘Protect Our Cops’, Police Association of SA.
2016 - AADC Award, Direct Marketing (Direct Response), ‘Protect Our Cops’, Police Association of SA.
AADC 2015:
2015 – AADC, Chair Award – Print, Newspaper ‘An Extra Hour of Dark’,Coopers Brewery
2015 – AADC, Award – Craft in Print, Art Direction ‘An Extra Hour of Dark’, Coopers Brewery
2015 – AADC, Award – Outdoor, Campaign ‘Drink Driving? Grow Up’, Motor Accident Commission of South Australia
2015 – AADC, Award – Print, Newspaper ‘An Extra Hour of Dark’, Coopers Brewery
2015 – AADC, Award – Integrated Campaign, ‘An Extra Hour of Dark’, Coopers Brewery
2015 – AADC, Award – Digital, Online Ad ‘An Extra Hour of Dark’, Coopers Brewery
2015 – AADC, Award – Radio, ‘Easy Money’, People’s Choice Credit Union