Finn Astle | Creativity, Content & Strategy
Finn Astle is a writer, strategic thinker and digital + brand marketing specialist. Penned under FA, Finn's published creative projects, led teams implementing national products, learnt from all sorts of leaders.
Finn calls it a fearless search for answers, the ability to surf infinite possibilities with direction. These are those possibilities.
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Download Finn's CV| Finn Astle | Fearless Answerer
Finn Astle | Fully Accredited
It started as a writer at digital agencies. Next advertising above and below the line. Honing strategy, craft and technical skills along the way.
Freelance 2017-25
BIG RED
Lead Copywriter 2023
CHEP NETWORK
Creative 2022
DEEPEND & VERSA
Digital Copy
2017-21
| Finn Astle | Focussed Achiever
Finn's core expertise, writing is in the blood. Grew up with a writer dad, a publisher mum, the perfect balance of clear, concise, correct, with the drive of a creative writer.
Helping brands find their voice through design and writing. Delivering overarching branding presentations and manifestos for small businesses, as well as new products.
Schooled by Creative & Strategy Directors alongside Agency Owners. Finn balances creative thinking in strategic reasoning to express ideas that feel just as fun or fearless as they are effective.
Finn's implemented content design for Government websites, large-scale chatbots, app experiences and content campaigns.
From Share a Coke, Join the Change or You-Shaped Insurance, Finn's written for big platforms and global or national campaigns.
A meta native, trained in Snapchat, TikTok and a follower of pop culture and cultural trends. Finn finds the right words for ads and creates ideas that feel native to their home.
| Case Studies | Fearless Answers
Copywriting & Brand
/ AGL / AGL & Netflix / 7-Eleven / G8 Education /
/ Share a Coke / Youi Insurance / Afterpay
Copywriting & Brand
As a lead writer and creative on AGL with Big Red Communications, communicating change was a full-time job.
Crafting a range of campaigns, branding documentation, 1to1 messaging, strategies, templates, tone of voice, and so much more. All creative energy with AGL.
First we choose to change
AGL was a legacy company positioning itself for today. AGL's rebrand for the future: Join the change.
Copywriting & Brands
Join the change was the new platform. As a strategic writer I helped lay the messaging foundations to balance upper-funnel brand messaging with bottom-line tactical ads.
Because not all change is equal, we emphasised change in different ways, like changes in savings or lifestyle. Or company-led initiatives that changed the customer experience.
Energy use is also changing; for instance, streaming is more common than gas heating. This insight led to a retail spot that can't live without.
Copywriting & Brand
AGL partnered with Netflix. We fostered an energetic connection between the two companies. Streaming is as common as electricity, and all homes have shows they can't live without.
The insight had fun with our reliance on streaming as well as the diversity of taste in a family.
A satirical campaign about life's necessities. It’s total dad energy.
Copywriting & Brand
Unexpected or eye-rollingly typical types of home energy uses with the shows Netflix had greenlit for the ad.
We had TV dinners, hot showers and workouts. But also amplifying the ridiculousness for social, like the garden or mounted headset.
Can't live without Netflix was always balancing our brand elements like the family or talent, colour grading as well as retail assets we developed to allow for tactical price based messaging.
Copywriting & Brand
You're searching for a way to celebrate an American brand's 25th year in Australia.
The creative answer? Celebrate the anniversary when Australia gets the most: A fearless campaign for 7-Eleven in our climate.
To celebrate our endless summer days and nights we shot a looping brand film centred at the servo, from day to night, and back again.
Copywriting & Brand
Producing creative that can work all day.
Beyond the high-end production on the brand film, we filmed guerilla-styleshort social edits to hero products.
Working with client and talent we captured variations at day and night with a range of products.
When the time is right...
We used time variables to earmark edits for day and night ad placements. 7-Eleven is here for your summer morning coffee or a midnight snack.
Copywriting & Brand
That's wonderfully easier. Together with CHEP Network we created a platform that's lasted for 7-Eleven to this day.
Launched with a beautifully directed TVC.
As creatives we helped the idea shine socially finding new ways to connect Aussies with our looping Summer storytelling hook.
See the full TVC here.
Copywriting & Brand
If drop-off guilt is real, what makes it worth it?
We needed a platform and campaign creative for G8 Education, to encourage post-COVID kindie.
Our idea? A film-diary from all backgrounds celebrating the highs and lows of early education — drop-off to graduation.
Copywriting & Brand
Parents in drop-off drama were united as we connected snippets showing the familiar change from tears to smiles.We found sublime in the mundane, moments where drop-offs feel worth it. A smile in the backseat, a handhold on the bus.
Kindie is a form of love for you and your child. You're not leaving them, you're loving them with us.
See the full story here >
Copywriting & Brand
As a creative on the youi account, we built on top of you-shaped insurance.
From you-shaped car air fresheners, to a sponsored you-shaped goal at the NRL, or a social series highlighting niche collections across Australia.
We gave the idea wings, and delivered a campaign around the moments when your insurance really fits 'you'.
Copywriting & Brand
VERSA agency has led the voice technology industry in Australia and New Zealand.
As a copywriter and chat flow designer we work between Ogilvy, Coca-Cola Australia and Amazon to build a limited promotion on Alexa.
Ask Alexa to 'Share a Coke' and get a free personalised coke.The conversation flow was elegant and we added sonic branding on top of Ogilvy's creative to give the experience a fizz.
See the customer experience.
Copywriting & Brand
Being part of the team helping an iconic service stay ahead of the Christmas rush and be there during the summer holidays.
The answer we found?
Everyone does christmas differently, grinches, givers, holidayers, holly hangers, some just celebrate summer without calling it Chrissie...
And with partners and products Afterpay has something specific to how you Christmas.
Watch the TVC
| Case Studies | Creative Direction
/ Inke Packaging / The Grove Distillery / Welly Smoothies / The Natives Digital Agency /
Creative Direction
Send Joy. A brand platform which paired with inke’s sustainably designed custom packaging for brands. Like the cultural saying, if something doesn’t spark joy, it’s probably not worth spending time on!
Sending Joy with Inke. Working with the business owner to tell the brand story across social media, their website, and product packaging. It was a joy working with inke!
Creative Direction
Hot Cross Rum. The easter spirit! A Hot Cross bun rum with the Grove Distillery, PR, social ads and creative strategy for the Easter-inspired liquor's roll-out.
Spirit of Margaret River. Margaret River WA, is wine country. It's what creates the spirit at The Grove Distillery. Copy infused with a region.
Creative Direction
Transparent packaging. Health-centric brands need trust. Welly is upcycled fruit + veg in powdered shakes, their production is transparent, and the benefits are apparent. If you're confident, less is more.
100% plants. Nothing else. A single-minded proposition that didn't hide the minimalism also helped differentiate the child and adult packaging. Welly is five a day, the easy way! Just Rip, Tip, Shake, Sip!
Creative Direction
Above a saturated market, stands an agency that specialises in branding and designing e-commerce experiences for an online audience. The Natives evolved from this online environment.
Creativity can see a brand's bigger picture. An agency that fits into a digital natives wider ecosystem. Rebuilt the brand messaging from the insight up. Creative eyes see value you can't yet.
| Case Studies | Media & Content
/ Short Films / Creative Projects / Publications / Exhibitions
Media & Content
Filmed on location in Beijing China, and an abandoned mining city in Inner Mongolia. Phosphenes are hallucinations caused by an absence of light. The project is a meditation on technology and rapid urbanisation.
The project was exhibited in Beijing and Melbourne’s testing grounds.
View the film
Creative Direction
‘A journal for nonfiction poetry could be considered its own kind of sustained mutiny.
A space and mode through which to refuse to obey the orders and conventions of genre, to reject the navigational tools that separate books into neat categories on bookstore shelves, to dwell in a less ‘comfortable’ literary space to see what might emerge.’
Artist's foreword by Finn Astle.
View the publication
Creative Direction
That Paper Joint
Brunswick, 2022
An exhibition at that Paper Joint, a Melbourne Collage Studio, featuring 10 collage pieces made from collaged paintings and archival found imagery.
Finn Astle | Creativity, Content & Strategy
From the base camp of Everest. Studies in India. Art in Burma. Short films in Inner Mongolia. Globetrottingly down-to-earth Finn keeps it real day-to-day but can lead a team if needed. Finn's a definitive dog person (want to adopt my own), but really, any animal already has Finn's heart. A true creative spirit, and a true blue sky thinker.
