Eli Francis, Creative Director: creative portfolioCREATIVE

Creative history

A bit about me

I started out as a graphic designer in Christchurch, New Zealand, before making my way to Brisbane and into agency life. What began with design gradually grew into art direction, advertising, digital marketing and, eventually, creative leadership.

I spent years working across Brisbane agencies Junior, Decoder and XCOM Media, developing campaigns and digital experiences for brands including Tourism and Events Queensland, Virgin Australia, Brisbane Airport, Destination Gold Coast and Suncorp. Along the way, I worked on some pretty interesting projects, including digital marketing and acquisition campaigns for the launch of scUber.

Over time, my work moved further into technology, digital experiences and product design. Today, I’m Brand and Creative Director for Nexefy and Croozn, where my role covers everything from brand strategy and marketing to creative direction and shaping the products themselves.

A big part of that has been helping develop Croozn, from its brand identity through to the product experience. I’ve also been Creative Director on TIMELINE, a virtual reality rail safety experience for Metro Trains Melbourne and the Victorian Department of Transport and Planning. It’s the kind of work I really enjoy, bringing creative thinking into something that has a practical purpose beyond the screen.

Outside the day job, I’ve spent close to a decade helping the crew at Cunning Stunts with their creative and event marketing. Their events have raised more than $460,000 for local charities.

Photography has been running alongside all of this, and I think the two disciplines have influenced each other more than I realise. Despite the job title, I still love being hands-on with the work, whether that’s developing an idea, working through a design or getting behind the camera.