'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 built differently—and we wouldn’t have it any other way.
At Sports Bar, we get it. We embrace it. And we celebrate it.
At Sports Bar, we get it. We embrace it. And we celebrate it.
Here, the quirks of the die-hards and the passions of the devoted come together in unmatched sporting camaraderie. Our immersive experiences crank the excitement to the max, making every match unforgettable. Add to that iconic moments with current stars and sporting legends, and you’ve got fan experiences you’ll be talking about for years.
Sports Bar – for those who live and breathe their sport.
Sports Bar – for those who live and breathe their sport.
THE BRIEF
Develop a brand campaign for 24/7 Sports Bar that showcases the venue and overall experience—not tied to any single sporting code.
The concept should deliver both emotional and functional benefits, connecting deeply with our audience by capturing the feelings they know so well—those unforgettable, in-the-moment emotions that come with watching sport live.
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
DOOH, DIGITAL, SOCIAL
THE STAR NFL SEASON + SUPER BOWL
THE BRIEF
• Position Sports Bar as the place to watch the NFL outside the United States.
• Boost property-wide cash revenue on Super Bowl Day.
• Cement The Star’s reputation as Australia’s ultimate destination for NFL viewing
• Position Sports Bar as the place to watch the NFL outside the United States.
• Boost property-wide cash revenue on Super Bowl Day.
• Cement The Star’s reputation as Australia’s ultimate destination for NFL viewing
RESULT
NFL Season patronage increased 200% SUPER BOWL the venue was sold out!
NFL Season patronage increased 200% SUPER BOWL the venue was sold out!
SUPER BOWL DOOH
NFL SEASON - SOCIAL
THE STAR LIVEWIRE LAUNCH
Livewire is the pulse of Brisbane’s music scene, serving up live acts from 4:30pm every day, DJs spinning until late, and never a cover charge.
THE BRIEF
Promote The Star Brisbane’s entertainment at LiveWire. With an exciting mix of events running every week—from live music and comedy to themed nights—our goal is to position LiveWire as Brisbane’s ultimate 7-night-a-week destination for fun. We want it to stand out and draw in a diverse crowd, making it the place everyone wants to be.
THE PROBLEM
Boost awareness and drive more foot traffic to LiveWire. Many people aren’t aware of the full range of entertainment we offer, or they simply don’t know about the different events happening each week. Without clear, consistent communication, potential guests may overlook LiveWire and choose competitors who are already firmly established as go-to entertainment spots in Brisbane.
Promote The Star Brisbane’s entertainment at LiveWire. With an exciting mix of events running every week—from live music and comedy to themed nights—our goal is to position LiveWire as Brisbane’s ultimate 7-night-a-week destination for fun. We want it to stand out and draw in a diverse crowd, making it the place everyone wants to be.
THE PROBLEM
Boost awareness and drive more foot traffic to LiveWire. Many people aren’t aware of the full range of entertainment we offer, or they simply don’t know about the different events happening each week. Without clear, consistent communication, potential guests may overlook LiveWire and choose competitors who are already firmly established as go-to entertainment spots in Brisbane.
RESULT
Patronage grew by 200%, with the venue reaching full capacity even on midweek nights.
Patronage grew by 200%, with the venue reaching full capacity even on midweek nights.
LIVEWIRE DOOH, DIGITAL, SOCIAL
ALORIA BRAND LAUNCH
Redefining the Brisbane bistro experience, Aloria takes dining to new heights.
Set 100 meters above sea level, our 270-degree restaurant with a view overlooks the iconic Brisbane River, whilst setting the stage for the most spectacular sunsets in the city, surrounded by true style and luxury.
Set 100 meters above sea level, our 270-degree restaurant with a view overlooks the iconic Brisbane River, whilst setting the stage for the most spectacular sunsets in the city, surrounded by true style and luxury.
Sip on one of our bespoke Martinis, settle in with a bottle from our cellar in the sky and savour the charcoal grill aroma, whilst watching the flicker of flames cooking to perfection.
Enjoy Brisbane dining like never before.
CICADA BLU BRAND LAUNCH
Taking centre stage on level 23 of Sky Deck, this is the place to meet, to see and be seen.
Designed to showcase the spectacular 270-degree views over the river city this is the perfect setting to transition from day to night. This feature bar with its show stopping central light installation sets the stage for the buzzing open fluid floor plan, abundant with places to sit and linger whilst taking in the sights of Brisbane from the sky.
Cicada Blu - A Beat Above