I led the creation of Dumb Ways to Die for Metro Trains Melbourne — a rail safety campaign that became a global cultural phenomenon.

The original film has now surpassed 322 million YouTube views, while the mobile games have been downloaded more than 500 million times, reaching the number one app spot in 90 countries. In the four months following launch, 44,000 Melburnians pledged in person at Flinders Street Station to stop doing “dumb things around trains”, with a further 127 million pledges made globally online through the game mechanic.

The campaign evolved into a long-running media franchise spanning film, gaming and licensing, and remains one of the most awarded marketing campaigns in history, including 28 Cannes Lions, while delivering sustained, measurable behaviour change at scale.