Hello Amber

I run Tuna, an innovation and creativity consultancy obsessed with making the best products and experiences for people and brands.

Here is a selection of the Creative Strategy work I have led throughout my career with a focus on distilling a brand essence into a line or platform. The last two examples - AGL and Chevron - demonstrates how I’ve delivered that message internally and to the public.

Enjoy.

Christopher Costuna

Brand platforms

Emirates / Hello Tomorrow

The brand was reframed around what the airline was actually doing each day: stitching the world together. “Hello Tomorrow” positioned Emirates as a global enabler for a connected and culturally rich world. Most importantly, it captured the optimism of the time of the Emirates. “Hello Tomorrow” became Emirates' marketing platform for roughly seven years, with the TVC running across global markets as the brand's flagship work. My role was creative direction and writer of the line.

WeTransfer / The easiest way to send big files

Before sharing files online was easy, it was tedious: sign-ups, attachments, compression, failure. A small Amsterdam start-up thought the problem could be solved by removing nearly everything.

The guiding decision was restraint: remove everything that wasn’t essential to sending a file, and make the remaining moments feel effortless. The brand platform at launched was simple - “The easiest way to send big files.” A brand promise we delivered without compromise. I led the birth of the brand, the platform, it’s positioning and creation of the product.

five:am / it’s about time…

The yoghurt category is packed with brands making health claims. five:am was different, it was genuinely about a different outlook on life - one where everyone could make a positive change for themself. “It’s about time…” was an invitation to make that change. My role in writing this is simple - I wrote this as the creative director.

Stomping Ground Brewing Co. / For all walks

Three founders walked into the studio with a brewery, a clear point of view, and not yet a brand. The strategy anchored the identity around two things the founders already had: a postcode and an open door. “For all walks” positioned the brand as the beer and place for everyone. Again, my role in writing this is simple - I wrote this as the strategist director.

Internal brand alignment

AGL / CX Loop

This brand delivery framework aka the CX Loop was developed for AGL in order for employees to understand their role in delivering the brand promise to market. This is still what is used internally today. I lead the creation of this platform.

Advertising

Chevron / People do

Chevron has been a key part of Australia’s natural gas infrastructure for many years, yet many people don’t know the brand. This localised campaign is centred on a single argument: long-term national resilience is built through local capability, energy security, and sustained investment. The narrative positions Chevron’s role in underpinning supply, employment, and regional prosperity as a shared benefit. Tweaking the campaign line to include the employee’s name and “Our” reinforces the Australian aspect of the business. I acted as the ECD to deliver this campaign.