ALDI AUSTRALIA
“AUTUMN BITES”
Sink your teeth into Aldi’s Autumn Bites, ALDI’s Seasonal Food Magazine for Autumn. A bold, sensory-led campaign rolled out across print, digital, and social.
This edition marked a daring shift in how ALDI presents food, leaning into indulgence, raw texture, and visual intensity to create something unapologetically mouthwatering.
From juicy close-ups to sticky, cheesy details, every visual was designed to evoke a visceral craving and celebrate the messy joy of real eating. It was a bold new take on food styling for ALDI, a creative risk that paid off, elevating the brand’s seasonal storytelling and leaving a lasting impression.
CREATIVE & EXECUTION: SAM CURCIO
CREATIVE AGENCY: BMF SYDNEY FOR ALDI AUSTRALIA PHOTOGRAPHY: @HELLENEALGIE
STYLING & FOOD: @JACQUEMALOUF
GLAM: @VANESSACOLLINS
TALENT: @ZARA_FRASER
Queen Victoria Building
Food & Beverage Campaign 2019
“Tastes Untold”
Designed to evoke five ‘moods’ that showcase the array of food the QVB has to offer. This campaign was highly content driven and included a printed gift guide, signage and a series of 6 online videos. Delving deeper into the stories of some of the key venues enabled QVB to not only establish a deeper connection but also show some of their favourite venues in a new light.
Photography Victoria Zschommler
Styling Nat Turnbull
Motion Team Kit Baker & Chester Buchanan
Concept, Ideation + Art Direction Sam Curcio in collaboration with Creative Director Paul Mansfield
Creative Agency Plump & Spry, Sydney
Queen Victoria Building Christmas Campaign 2019
“A Fairytale Christmas”
WINNER - BEST IN CLASS
The Real Media Collective 2019
We commissioned paper engineers to construct a scale model of the iconic 120-year-old building. We worked with an illustrator to create a colourful cast of characters, including charming porters, mystical fairies and an adorable dachshund!
Paper Craft yelldesign
Illustration Niki Fisher
Photography Richard Mortimer
Styling Jenni Booth
Concept, Ideation + Art Direction Sam Curcio
Creative Agency Plump & Spry
david jones food launch 2017
The multichannel campaign aimed to make food the star was pushed across cinema, digital, out of home and print. Central to the campaign, was a 45-second film that brought to life the deliciousness of David Jones food. The film told the David Jones Food story through a montage of the peak moments of cooking and eating: the crunch, the melt, the flow and the sizzle; the most exciting and delectable imagery that stimulates the appetite and the emotions.
The detailed way the film was shot enabled us to showcase the provenance, quality and freshness of the new food offering in a way that was immersive and enticing.
Concept Development Sam Curcio
Creative Director Toby Norris
Film and Photography Michael Roulier and Philippe Lhomme
Creative Agency TBWA Sydney
david jones - pride and diversity 2016
Australia's biggest retail client wanted to participate in the 2016 Gay and Lesbian Mardi Gras. Determined to do the community and the brand justice, we tackled the issue of diversity in the workplace and society through a film, social and an activation.
It earned us a Cannes Lion nomination.
the film
We created our campaign around Australia's first transgender diva and a former employee of David Jones, Carlotta. By sharing her story we meaningfully discussed gay pride.
the windows and visual merchandising
Carlotta dressed the windows and we shared her inspiring transgender story in the iconic Sydney David Jones windows and instore.
activation
Carlotta hosted an instore event that took over four floors of the flagship Sydney store.
social media
We created dialogue around transgender rights and had incredibly positive engagement.
campaign and case study
Creative Team Sam Curcio and Anni Hall
Creative Director Russ Tucker
Creative Agency TBWA Sydney
film
Director Alexis Ayala
Stylist Jolyon Mason
Make Up Chris Coonrod
I'm thrilled to share an incredible project I collaborated on with the Queen Victoria Building in Sydney. To celebrate the 'Year of the Pig,' we transformed a traditional Chinese peach blossom tree with a unique twist... (zoom in 🔍). Standing almost 7 feet tall, the tree is adorned with 3,000 miniature piggies. This imaginative creation captured widespread attention, going viral across China on their WeChat platform!
It was a huge success for QVB and its creative agency, Plump & Spry, and I am so happy to have been part of this creative journey.
Concept, Ideation + Art Direction Sam Curcio in collaboration with Creative Agency Plump & Spry.
Installation George Buchanan, winner of Making It Australia.
AUTUMN WINTER 2021
“Ways To Wear”
Big W wanted to disrupt the market with the launch of their Autumn Winter 2021 fashion collection. Featuring trend-driven garments designed locally by an in-house team, the range featured prints and designs influenced by 70s boho style.
To capture the attention of young savvy fashionistas, we created a Garden Party inspired editorial shoot. Not what you would usually find in an everyday Big W catalogue.
Big W turned high-end fashion on its head, championing affordable, easy to dress style that made women of all shapes and sizes look and feel good at affordable prices.
Photography CARA O’DOWD
Styling CHARLOTTE STOKES
Creative Direction SAM CURCIO in collaboration with BLUE DOT Studios
Big W – Lifestyle Campaigns
A mix of lifestyle shoots across home, fashion and seasonal moments for Big W.
I handled on-set art direction, set design and prop styling, and co-produced alongside Big W’s design team and production partner Hogarth to help lock in talent, locations and production details. Each shoot brought the brand’s everyday stories to life with warmth, colour and an unmistakably Australian feel.
Art Direction Sam Curcio
Photography:
• Dave Wheeler
• Steve Baccon
• Corrie Bond
• Jason Ierace
• Grant Harvey
Styling
• Kirsten Bookallil
• Imogen Naylor
• Jenni Booth
• Lydia Jane Saunders
Big W – Seasonal Holiday Campaigns
A collection of festive shoots spanning Christmas, Easter and Halloween, each capturing a different side of Big W’s playful, family-first world.
I handled on-set art direction, set design and prop styling, and co-produced alongside Big W’s design team and Hogarth to help lock in talent, locations and production details.
A true mix of colour, creativity and seasonal storytelling brought to life across print, digital and social.
Robina Town Centre (QIC) Summer Campaign 2018
“Endless Summer”
Winner Shopping Centres The Real Media Collective 2019
In this Summer campaign, Robina Town Centre wanted to pay tribute to the extraordinary local heroes that are the Queensland’s surf lifesavers. They shot and interviewed local surf lifesavers and these real people were featured in the catalogue and online.
The campaign was supported by motion, social media posts and a printed catalogue showcasing apparel, kids and home.
Art Direction Sam Curcio
Photography Corrie Bond & Tammie Joske (Gold Coast)
Styling Kerrie-Ann Jones
Video Chester Buchanan
Creative Agency Plump & Spry, Sydney
Connor Spring Summer Campaign 2019
Photography Tim Ashton
Styling Connor In-house
Concept and Art Direction Sam Curcio
Creative Agency Plump & Spry
david jones - mother’s day campaign 2018
Mother’s day is all about spoiling Mum and showing her how much you care. And the best moment of the day is getting a genuine moment from Mum when she opens your gift.
Whether that’s a smile of pure joy, a gasp of uncontrolled surprise and elation, or being moved to tears by the thoughtfulness of your gift, this is the moment that really matters.
the idea
We captured the looks of genuine emotion (happiness, joy, surprise) that a gift can bring your mum on Mother’s Day.
Gift edits were curated based on the various emotions we wanted our mums to feel and these were showcased instore, in edm’s, social and in catalogue.
Creative team Sam Curcio + Nicole Liedberg
Photography Stephen Ward
Stylist Sara Smith
Hair Darren Borthwick
Make Up Sarah Tammer
Creative Agencies Maud + TBWA
