It’s a simple dream,
but a good one -
raising two kids along
with an ever-growing
flock of chickens in
the Adelaide Hills.
Niccola’s story
Back in 2023, I was living in Sydney and working as a Creative Director at one of Australia’s biggest advertising agencies. The closest I got to chickens was dressing my son up as a chick for a Woolworths Easter shoot.
Agency life was a lot of fun. For the Woolworths Christmas ad one year, we took a bunch of kids dressed in mango suits up to Queensland, and rode a bus with a school of prawns on the south coast of NSW. We filmed an Olympics sponsorship ad with Paralympian Col Pearse swimming butterfly in a sub-zero dam on his family farm in Echuca, Victoria.
I wrote a lot of scripts set in the countryside. Stories of kids who are free to run, find their own way, and aren’t afraid of getting dirty. And I couldn’t shake the feeling that our family should write our own story as well.
On Boxing Day, 2023, we moved to the Adelaide Hills. The chooks moved in soon after. We found a community that cares deeply for each other, collaborating, not competing.
The Floc reflects our life here, living small and dreaming big. Helping new ventures find their voice, and family businesses firm up their foundations for future generations.
Favourite moments
Those joyous young prawns.
Created with M&C Saatchi.
Recreating Kurt Fearnley’s childhood in country NSW.
Created with M&C Saatchi.
Braving hypothermia to tell a great story.
Created with M&C Saatchi.
Casting my vote - the 2026 State Election.
Created with Fuller.
A mental health initiative for South Australian farmers.
Created with Fuller.
Let’s not forget the talking safety cone.
Created with Fuller.
Bio
Niccola is a Strategist, Designer and Creative passionate about crafting culturally resonant work that drives change. With a background in art direction and fine arts, she combines artistic vision with strategic expertise.
Niccola has worked with Australia’s biggest brands, including Commonwealth Bank and Woolworths Group, and collaborated on global campaigns for Mastercard, AMEX, Toyota, Audi, and Volkswagen. Her work has been recognised across advertising, design, photography, and sculpture, and she has judged at Cannes Lions and other international award shows.
Committed to diversity in advertising, she founded Power of Ten, a mentoring program for female creatives, and was a panellist at Vivid Sydney’s Make Nice. She also played a key role in The Advertising Council’s AWARD School, serving as National Head and Chair.
After over 12 years at M&C Saatchi Sydney as Head of Art and Creative Director, Niccola brought her expertise and creative leadership to Fuller Brand Communications, leading teams across Sydney and Adelaide. Fuller’s clients include South Australian Tourism, The Electoral Commission of South Australia, Adelaide University, Safework SA, Wine Australia, Hort Innovation and the SA Department of Premier and Cabinet.
With a track record of shaping brands, mentoring talent, and championing innovation, Niccola continues to inspire clients with her thoughtful and impactful creative approach through a consultation and project-based model, The Floc.
Some things you might not know about Niccola:
Niccola Phillips once crocheted a giant squid, which then vanished from an exhibition and showed up on an adult film set. She has written several manuscripts and won a few art prizes. Niccola is proud to say that she’s made it through a bout with breast cancer, and prouder still to be the mother of two very determined young children - Edie and Jude.
Visit Niccola’s full portfolio website
niccolaphillips.com
Experience
2026—Founder, Floc
2025—Creative Director, Fuller
2024—Creative Director, freelance
2022 - 2024—Creative Director, M&C Saatchi
Accounts: Woolworths Group, Social
2018 - 2022—Creative Group Head, M&C Saatchi
Accounts: Woolworths Group
2012 - 2018—Head of Art, M&C Saatchi
Accounts: Woolworths, CommBank, CommSec, Garvan Institute of Medical Research, Google, IAG, Lexus, NewsCorp, Optus, Vinnies and Accor.
2011 - 2012—Senior Art Director, MercerBell
Accounts: Mastercard, Toyota, Institute of Company Directors, Institute of Chartered Accountants, Allianz Insurance, Sydney Morning Herald, RSVP, BT and Asgard Financial Services.
2010 - 2011—Senior Art Director, freelance
Agencies: RAPP Sydney, DDB Sydney, Ogilvy Sydney, Republic of Everyone, Tibet, Lavender*Accounts: AMEX, Qantas, WSPA, News Limited, AUSTAR and Westpac.
2008 - 2010—Art Director, DDB + RAPP Sydney
Accounts: Australian Red Cross, ARC Blood Service, Cancer Council, Austar, Foxtel, Audi, HSBC, Woolworths, YHA, FedEx, BT and VW.
2007 - 2008—Art Director, Rhodes Wingrove
Accounts: National Portrait Gallery, Institute of Chartered Accountants, CommInsure, Sydney Opera House, Campbelltown Arts Centre, Sydney IVF, and AdNews / PKN.
2004 - 2007—Art Director, LOUD
Accounts: ING, Macquarie Bank, IMAX, Bayer, Australia Day Council, Sydney Aquarium and Bridgeclimb.
Industry + Education
2025—SheCreates Panellist
2023—D&AD Creative Leadership Masterclass
2022—Adstars—Film juror
2018—AdNews Agency of the Year—Juror
2018—AWARD Awards—Film Craft juror
2017—Cannes Lions International Festival of Creativity—Design Juror
2017—AWARD Creative Leadership Course
2017—Adobe Make It Conference—Panelist
2017—B&T—Opinion piece
2016 - 2017—National AWARD School—Chair
2016—Make Nice, part of Vivid Ideas Festival—Panelist
2016 - 2017—AWARD Awards—Print Craft Juror
2015 - 2017—AWARD School—Lecturer
2014 - 2017—AWARD Committee— Board Member
2014—AC&E Awards—Juror
2004—AWARD School—Finished in the top 30
2000 - 2003—Bachelor of Design (Visual Communications) UTS Sydney (Hons 1) Sub-major in photography
Awards + Commendations
Advertising + Communications
Webbys, Caples, AGDA, Effies, AdNews, Mumbrella, AC&E, Echoes, ADMA, Directory Magazine, Shots Magazine
(Full list available upon request)
Art prizes and exhibitions
Brunswick Street Gallery Small Works Prize First prize (2011)
Design Federation GAFFA Gallery