ALDI | The Winter Remix — Social-First Food Content

I led the push to make ALDI’s Seasonal Food Catalogue, The Winter Remix, a truly social-first campaign, transforming how the brand approached recipes, storytelling, and seasonal food inspiration online.

My focus was on driving more dynamic, snackable social content that felt modern, bold, and built for thumb-stopping engagement. From short-form recipe videos to playful, shareable visuals, I helped reposition ALDI’s seasonal food stories to thrive across social platforms.

The result was a noticeable lift in quality, consistency, and energy across ALDI’s channels setting a new benchmark for how the brand connects with audiences through food content: fresh, bold, and unmistakably social.

Creative & Execution: Sam Curcio
Creative Agency: BMF Sydney for ALDI Australia
Food & Styling: @jacquemalouf @junchenstylist @wijji
Motion Editor: @jenirohwer

BIG W | Video + Motion
A collection of motion content created for BIG W.
I collaborated with the BIG W design team on ideation and concepts, then led the creative execution — overseeing on-set art direction, set design, prop styling, and production. I co-produced alongside BIG W and production partner Hogarth, managing talent, locations, and all production details.

Film Director: Daniel Fenech
Fashion Styling: Jac Shaw
Art Department: Imogen Naylor
In collaboration with BIG W Design Team + Hogarth WPP

A closer look at the creative process behind BIG W’s large-scale homeware motion campaigns. From full set builds and lighting to styling, props, and talent.

I led the on-set art direction and execution, overseeing set design and visual continuity across each shoot, while collaborating closely with BIG W’s design team to bring these mega seasonal campaigns to life.

Video: Oli Roe, I Shot Jerry
Photography: Grant Harvey + Johnny Valiant
Styling: Kirsten Bookallil Stanwix Studios, Jenni Booth, Sheriden Davey

ROBINA TOWN CENTRE, Own Every Moment

Robina Town Centre (QIC) Summer Campaign 2019

“Own Every Moment”

Quarterly Online Campaign with a focus on lifestyle and summer living. The campaign comprised a suite of still imagery and a series of online Instagram videos.

Photography Stephen Ward
Styling Imogen Naylor
Concept and Art Direction Sam Curcio
Video and Motion Chester Buchanan
Creative Agency Plump & Spry

QVB, Tastes Untold

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.

Motion Team Kit Baker & Chester Buchanan
Concept, Ideation + Art Direction Sam Curcio in collaboration with Creative Director Paul Mansfield
Creative Agency Plump & Spry, Sydney

David Jones - Pride + 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.

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