The brief for these two poster and press ad executions was for a visual to entice gardeners to the Tourism NZ exhibit at the Chelsea Flower Show, with the key insight that ferns were a hot trend in British gardening at the time.

Both were immaculately shot firstly in studio with a living replica forest floor and then on location, on the wild west coast of the south island. I pride myself on ‘getting my hands dirty’ which usually means copywriting and design etc, but in this case, clambering around in the native bush, it was literally true.

Ironically the concept behind the 'Union Jack' poster, a typical New Zealand native adapting and flourishing in the UK, has become very symbolic of my own life.