'Scott reported to me during his time as Creative Director at The Star Entertainment Group, where he played a pivotal role in transforming the brand’s creative direction.
Over two years, Scott led a full brand overhaul — repositioning The Star from a gaming-led business to a premium entertainment and lifestyle destination. He brought this to life through a refreshed visual identity, tone of voice, and campaign work that was both distinctive and commercially effective.
Scott consistently balanced big thinking with strong attention to detail, and built a team culture grounded in collaboration, ambition, and high standards.
He is a thoughtful and strategic creative leader, and a genuine asset to any organisation looking to elevate their brand'.
Melanie Luque - General Manager Brand & Communications
Melanie Luque - General Manager Brand & Communications
THE STAR LUNA NEW YEAR
Lunar New Year brings family and friends together, some to celebrate rich traditions and others contemporary beliefs… but they all share the spirit of togetherness.
The vision vision was to deliver the quintessential “Year of the Dragon” experience, symbolising luck, strength,health and yang energy.
Celebrating Lunar New Year is certainly one way to get people together and embrace the varied and wonderful cultures that form the fabric of The Star. We will bring guests together via Asian feasts including exclusive culinary delights, symbolic dishes and banquets.
THE BRIEF
Position The Star Sydney as the destination to celebrate LNY by showcasing our breadth of offerings from gaming dining through to entertainment.
BRAND EXPERIENCE. THE GRAND FOYER THE STAR SYDNEY
SOCIAL
DOOH
THE STAR SPORTS BAR
True sports fans are wired differently. And we’re 100% all for that difference.
We understand it, accommodate it and celebrate it at Sports Bar.
We are where the quirks of the die-hards and the idiosyncrasies of the passionate unite in ultimate sporting comradery. Our full-blown engagements wow the senses and turn the excitement all the way up when watching your favourite sports. And iconic encounters with current stars and legends of all sporting codes, ensure extraordinary sporting fan experiences.
We understand it, accommodate it and celebrate it at Sports Bar.
We are where the quirks of the die-hards and the idiosyncrasies of the passionate unite in ultimate sporting comradery. Our full-blown engagements wow the senses and turn the excitement all the way up when watching your favourite sports. And iconic encounters with current stars and legends of all sporting codes, ensure extraordinary sporting fan experiences.
Sports Bar – for those who live and breathe their sport.
THE BRIEF
Create a brand campaign for 24/7 Sports Bar that speaks to the venue and experience as a whole, rather than based around a specific sporting code.
Emotional and functional benefits to come through strongly in the concept.
Be relatable for our audience as the emotions resonate with them, and they know what it’s
like to be watching sport in the moment.
Be relatable for our audience as the emotions resonate with them, and they know what it’s
like to be watching sport in the moment.
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
THE STAR NFL SEASON + SUPER BOWL
THE BRIEF
Sports Bar is the place to watch the NFL outside of the states!
Drive mass visitation to The Star on Super Bowl Day by activating The Event Centre
Increase our property wide cash revenue on Super Bowl Day
Drive perception of The Star properties as being the mecca to watch NFL in Australia
Sports Bar is the place to watch the NFL outside of the states!
Drive mass visitation to The Star on Super Bowl Day by activating The Event Centre
Increase our property wide cash revenue on Super Bowl Day
Drive perception of The Star properties as being the mecca to watch NFL in Australia
RESULT
NFL Season patronage increased 200% SUPER BOWL the benue was sold out!
NFL Season patronage increased 200% SUPER BOWL the benue was sold out!
SUPER BOWL DOOH + SOCIAL
NFL SEASON - SOCIAL