Tiaki means to care for people and place. The Tiaki Promise is a commitment to care for New Zealand, for now and for future generations.

Contributing to this project was a truly proud moment for me. Working along side the talented team Design Works, we curated a series of pre-existing images from my extensive photographic archive. The imagery communicated the specialness of New Zealand while allowing negative space for logo and text overlays.

This was a very special project that saw Tourism New Zealand, Air New Zealand, The Department Of Conservation, NZ Maori Tourism, Tourism Industry Aotearoa, Local Government New Zealand and Tourism Holdings Limited come together in a bid to care for the future of our beautiful country.

By following the Tiaki Promise, you are making a commitment to New Zealand. To act as a guardian, protecting and preserving our home.

The final assets where used across the full media release, on inflight screens on Air New Zealand flights, in Auckland Airport and the the Tiaki Promise website. The website allowed individuals to make their own downloadable promise to share on social media.