ALDI | The Winter Remix

I had the pleasure of working on ALDI’s Seasonal Food Magazine for Winter, The Winter Remix—a fully integrated campaign spanning print, digital, and social.

This edition marked a fresh take on food for ALDI, shifting the perspective on how winter recipes are approached, styled, and presented. We reimagined familiar flavours with bold twists, unexpected pairings, and modern creativity—pushing the boundaries of comfort food and turning tradition on its head.

A big part of my role was ensuring the campaign leaned harder into social. I drove the push for more dynamic, snackable content designed to thrive on ALDI’s channels. From recipes to seasonal storytelling, I worked to lift the quality, energy, and shareability of their social presence, helping set a new benchmark for how ALDI showcases food: bold, exciting, and unmistakably different.

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

BIG W Toy Squad | Toy Testers Social Campaign
A social first campaign built around BIG W’s Toy Mania event, putting the latest toys in front of the most demanding critics - kids themselves.

I worked on-set as lead art director, executing sets, styling, lighting, direction, and post-editing to help turn raw concepts into lively, authentic content.

In collaboration with the BIG W design team, Hogarth (WPP), and under the direction of Daniel Fenech (with styling by Lydia Jane Saunders, and photography from Dave Wheeler & Sally Griffiths), we brought these toy stories to life.

Robina Town Centre (QIC)

“The Drop”

What is The Drop?
Robina Town Centre wanted to keep their locals in the loop. Every second week, The Drop delivered a fashion-focused Instagram story showing what’s new for the fortnight ahead. The purpose of The Drop was to build awareness of Robina Town Centre’s fashion offering, showcasing what’s new in-centre to drive visitation and trigger impulse sales. Results Robina Town Centre found The Drop Instagram Stories were the top performing stories, achieving the highest average reach and engagement percentage compared to regular campaign stories.

Motion + Video Bleomedia (Gold Coast)
Concept and Art Direction Sam Curcio
Styling Talei Watene (Gold Coast)
Hair & Makeup Sarah Boules (Gold Coast)
Creative Agency Plump & Spry

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

Big W
Kids + Adults Spring Seasonal 2022

Art Direction Sam Curcio in collaboration with Blue Dot Studios
Photographer Natalie Koval + Stefan Wellsmore
Stylist Nicki Colbran

MB Active for Big W
Had the pleasure of working closely with Michelle Bridges on multiple campaign shoots for her activewear brand, MB Active. From concept to execution, these shoots captured Michelle’s authentic energy and passion for fitness, bringing her vision for accessible, everyday activewear to life across Big W’s retail and social channels.

Photography: Stephen Ward + Adam Flipp + Andrew Butler
Styling: Jenni Booth
Talent: Michelle Bridges for Big W