ALDI | 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

Concept, Ideation + Art Direction Sam Curcio
Photography Sharyn Cairns
Food Stylist Karina Duncan 
Chef Emma Warren
Agency TBWA Sydney

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.

It was all about injecting new energy into the season and setting a vibrant new tone for how ALDI showcases food: dynamic, exciting, and unmistakably unique and different.

Creative & Execution: Sam Curcio
Creative Agency: BMF Sydney for ALDI Australia
Photographer: @jaye_chaffey_photography
Food & Styling: @jacquemalouf @junchenstylist @wijji

A compilation of retail and lifestyle motion content that I co-created and collaborated on.

Directors featured: Daniel Fenech, Brendan Barnes, Patrick Harris and Mike Calvino.

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

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

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.

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

Big W’s Toy Squad
Social Campaign

Toy Mania is one of Big W’s biggest campaigns of the year. Part of that event is a social campaign called Toy Squad.
For the social campaign, we put the toys in front of the world’s harshest critics… Kids! These Instagram Influencer kids became the champions of Toy Mania, broadcasting the toy sale to their loyal followers.

Creative Direction/Art Direction Sam Curcio alongside Big W in-house design team at Blue Dot Studios.
Director Daniel Fenech
Photography Dave Wheeler and Sally Griffiths
Stylist Lydia Jane Saunders

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
Kids Spring Seasonal 2022

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

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

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

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

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

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

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

David Jones - Summer Living

fashion
Photography Georges Antoni
Stylist Nicole Bonython-Hines
H&M Jenny Kim

kids
Photography Ted O'Donnell
Stylist Sheridan Davey

Creative Agency TBWA Sydney

Connor Spring Summer Campaign 2019

Photography Tim Ashton
Styling Connor In-house
Concept and Art Direction Sam Curcio
Creative Agency Plump & Spry

Concept and Art Direction Sam Curcio

Home:
Photography Prue Ruscoe
Stylist Megan Morton

Photography Felix Forest
Stylist Imogen Naylor

Photography Sam Mcadam Cooper
Stylist Alicia Sciberras

Creative Agencies Maud and TBWA Sydney

Concept, Ideation + Art Direction Sam Curcio
Photography Derek Swalwell
Stylist Kirsten Bookallil
Creative Agency TBWA Sydney

Concept + Art Direction Sam Curcio
Photography Grant Harvey + Geoff Lung
Stylist Kirsten Bookallil + Imogen Naylor
Creative Agency TBWA Sydney

david jones staff portraits

Art Direction Sam Curcio
Photography Gary Heery
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Derek Swalwell
Stylist Kirsten Bookallil
Creative Agency TBWA Sydney

Concept, Ideation + Art Direction Sam Curcio
Photography Prue Ruscoe
Stylist Jenni Booth and Sheridan Davey
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Ted O'Donnell
Stylist Sheridan Davey
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Prue Ruscoe + Andre Butler
Stylist Kirsten Bookallil
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Geoff Lung
Stylist Imogen Naylor
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Felix Forest
Stylist Jenni Booth
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Anna Pogossova
Stylist Kirsten Bookallil
Creative Agency TBWA Sydney

Art Direction Sam Curcio
Photography Anson Smart
Stylist Kirsten Bookallil
Creative Agency TBWA Sydney