Caples, Shots, Campaign Brief The Work, etc

In 2017 I helped launch the global charity Made By Dyslexia to help the world understand dyslexia is not a disadvantage, but rather, a net positive. Upon returning to Australia I've kept working with the charity, releasing their latest campaign through DDB Melbourne. My favourite piece however is still our first. The Dyslexic Sperm Bank launched with Richard Branson. And yes, he volunteered to donate. In just three days, it reached 77 million people worldwide and positive mentions of dyslexia increased online by 66%.

2x D&AD 2018, Wood Pencil, Out Of Home
2x Cannes, Finalist, Outdoor, Dyslexic Sperm Bank

Here is our 2022 film voiced by Jeremy Irons.
Caples 2023, Bronze, Film
3x Campaign Brief, The Work 2023, Shortlists
Shots, Charity Ad of the Year, Silver, 2023


What’s with the name?
Once upon a time, my three year old brother arranged a random series of letters together to name a toy train ‘Psembi’. Months later, whilst sitting on the backseat of a station wagon as my hippy mum gave birth to me, my brother pointed to the newborn and said one word. Psembi.  
Who is he?
Psembi is the son of a crocodile farmer from Broome, Western Australia. He was the youngest Creative Director in the history of BBH London and ran Audi, BBH’s foundation account. He’s now the Group ECD at DDB Melbourne. His creative awards include a BAFTA amongst 200 others.