From building some of Australia’s biggest brand platforms, like ADF Careers and Monash University, to writing nimble social campaigns that get noticed, like The Half Biscuit and Melbourne’s Longest Ever Encore, my work is strategic and effective.

I’ve won creative awards and won pitches, but I’m most proud of the collective success of the teams I lead and work with.

As Creative Director at VML, we were the #1 Australian creative agency in Campaign Brief’s The Work in 2023, 2024 and 2025. In 2020, Cannes ranked us #3 Australian Agency of the Decade and #6 APAC Agency of the Decade.

It’s all very serious stuff.

I’m available to work as a Creative Director leading projects, or as a writer on the tools, on jobs big, small and everything in between.

If you’d like to work together, you can reach me at jamesgregorywills@gmail.com

REFERENCES

“Defence is a huge client with multifaceted challenges, but in James’s hands it never felt like that. Through his guidance, the work was vibrant, exciting and just plain cool. The platform work was epic and hard-working, and the tactical stuff was genuinely interesting enough to create famous conversations among target audiences. The result was the most effective recruitment numbers they’d enjoyed for a decade. It’s rare to find a safe pair of hands that can also create this kind of magic.”

Paul Nagy, Chief Creative Officer, VML APAC

“James is a clever, measured creative leader who understands the importance of bringing people on the journey. He is passionate about his craft and generous with his time. I would recommend James to lead any creative department.”

Sarah Bailey, VML Managing Director, Melbourne and Sydney

“I’ve had the pleasure of working with James for over a decade, and in that time he has consistently proven himself to be an outstanding creative force. He brings not only original, out-of-the-box thinking but also a deep understanding and respect for our brand. James has an incredible ability to push creative boundaries while also navigating internal dynamics to gain support for ambitious ideas. His work has been instrumental in keeping our brand fresh, distinctive, and relevant.”

Caroline Knowles, Director, Global Marketing, Monash University

“James once told me: “Every time you pick up a piece of work, make sure you put it down in a better place”. I still think about it every time I sit at my desk. And while I’ve made some of the best work of my career with James, I’ve now realise that he wasn’t just talking about the work. That’s what he does every day with the people he mentors and the clients he works with.”

Charlie Dejean, Copywriter, B&T 30 Under 30 Grand Prix Winner

For more testimonials from colleagues and clients, you can find them sprinkled amongst the work.

INDUSTRY INVOLVEMENT

I’m on RMIT University’s Advertising Industry Advisory Council to help shape the advertising and design degrees. I’m also a regular guest lecturer.

I contribute to AdSchool’s copywriting course. My lecture is on Writing for Audio. One student review called it “sick”.

I was a co-Vice President of MADC (Melbourne Advertising and Creativity) from 2019-2023.

I taught AWARD School in 2015. My student won Victoria. He got a gold pencil. I got a pencil sharpener. Cute.

AWARDS

I’ve won a bunch. In fact, I’ve picked up something at just about every show. If you’d like to nerd out and know more, flick me an email (jamesgregorywills@gmail.com) and I’ll get it over to you.

OTHER STUFF

Ads are great. I love ‘em. I’m interested in other stuff, too.

My solo music project is called FALSE FATE, which combines drone, doom and metal influences. I call it “cinematic synth doom”. My mates reckon it sounds like the soundtrack to Terminator.

I also play drums and trombone in Drowning Horse, a doom-metal band. Our aim was to be the loudest band in Australia. I think we came close – the tinnitus says so. We’ve played Perth Concert Hall, headlined Dark Mofo, and won West Australian Music Industry Awards.

THE FUTURE

Bring it. I’m ready.

I acknowledge and pay my respects to the Traditional Custodians of this land on which I have the privilege of living and working — the people of the Kulin Nation and their Elders, past and present.