Content strategy and creative direction in collaboration with House of Darwin and Going North Agency (2023)

A personal passion project, this initiative extended Afterpay’s support of Indigenous merchants beyond key cultural moments like NAIDOC Week. I secured additional content budget to help fund and amplify Hoop Dreams, a community-focused project by Indigenous-led brand House of Darwin.

Working with agency partner Going North, we brought the story to life across social, spotlighting the founder, community and purpose behind the project in an authentic and meaningful way.