Research Outputs


Textual Publications

(2012). Cartoons and the new anti-Semitism (Master’s thesis). Massey University, Wellington.

(2010). African pottery in South Africa: Life after the village. The Journal of Modern Craft, 2(3) online. Oxford. View


Conference Contribution - Abstracts Published in Proceedings

(2010). Future-proofing the advertising student. Re-thinking Advertising: Histories, Praxis and Interpretations Symposium. Melbourne.

(2010). Advertising students’ contribution to a cross-cultural, interdisciplinary public initiative in South Africa. Re-thinking Advertising: Histories, Praxis and Interpretations Symposium. Melbourne.

(2010). The cartoon as transmitter of ideology. Victoria University PGSA Conference. Wellington.


Conference Contribution - Oral Presentations

(2010). Future-proofing the advertising student. Re-thinking Advertising: Histories, Praxis and Interpretations Symposium. Melbourne. View

(2010). Advertising students’ contribution to a cross-cultural, interdisciplinary public initiative in South Africa. Re-thinking Advertising: Histories, Praxis and Interpretations Symposium. Melbourne. View


Conference Contribution - Poster Presentation

(2010). Cartoons and anti-Semitism. Victoria University PGSA Conference. Wellington. View


Exhibition - Curatorship

(2010). Robertson, E. B. , Smith, S. W.BOXbox.09: Intervention in public spaces. Sven collective, et. al.. South Africa.


Design – Event

(2008). Henning, D., Sadie, V., Sitas, R., Smith, S. W., Sudheim, A., & Truter, V. Cascoland Durban 2008, an interdisciplinary public art intervention event, involving over 40 international artists and students. South Africa.

I was a contributing artist to Cascoland Durban 2008. I co-desgned an interdisciplinary, social intervention project in public spaces in urban Africa. Cascoland is an international, trans-disciplinary project curated by Fiona de Bell and Roel Schoenmakers, which uses art and design to initiate public dialogue in socially strained and culturally diverse contexts. Cascoland Durban 2008 focussed on the post-Apartheid city of Durban and involved over 40 international creative practitioners, university students and local urban communities. I was co-creator of a interdisciplinary project within the greater Cascoland Durban 2008 event, linking design students with international artists and third world communities, which led to creation of designs in areas of public awareness, zines, moving image, narrative and digital media. My contribution was: leading the original design investigation of unconventional visibility campaigns that promoted public awareness of the Cascoland event; using advertising language to invent a new form of social communication, publically activated along pedestrian routes throughout the city. Cascoland was funded by Embassy of the Kingdom of The Netherlands (The Netherlands), Mondriaan Foundation (The Netherlands), and Nationale Loterij (The Netherlands).

Design Outputs

(2007). Dodd, J., & Smith, S. W. A new international advertising project for Nivea Deodorant “Dry”, including television and print. South Africa, Kenya & Nigeria.

Draftfcb invited me as the lead creative on a multicultural design project for the Beiersdorf corporation’s Nivea Deodorant “Dry” communication launch into Africa. I led original design investigation, co-creation and design process innovation and was responsible for research analysis and synthesis through ideation and art direction. To provide cultural innovation I translated European design aesthetics into regional cultures of South Africa, Nigeria and Kenya. I was sole author of the design artefacts and I worked closely with internationally award-winning writer, J. Dodd. I collaborated with experts from other disciplines of film direction and editing, photography and sound engineering. The design project was commissioned by Beiersdorf, a 130-year-old multinational corporation with annual sales of €6 billion. Draftfcb is South Africa’s largest and oldest communication company. My design leadership was instrumental in them acquiring significant new projects from Beiersdorf contributing to their Agency of the Year award.

(2007). Dodd, J., & Smith, S.W. A new international advertising project for Nivea Deodorant “Pearl & Beauty”, including print and outdoor. South Africa & Kenya.

NIVEA is the world’s largest skin care brand is over 125 years old. I produced this design work with Draftfcb, South Africa’s largest (by revenue) and oldest advertising and design company. I was the appointed creative head on this campaign, acting as brand custodian, concept originator (with a writer) and art director. The print and outdoor campaign launched a new deodorant variant into the South African, Kenyan and Nigerian markets. South Africa (the primary market) has a population of over 50 million people with 11 official languages. The significance of this work was the challenge to reinterpret and communicate the message of a European brand across disparate ethnic groups in different countries. This marked a new departure point for the NIVEA brand in Africa and resulted in me researching for and directing a photographic shoot with South Africa’s preeminent Michael Meyersfeld, and makeup, hair, set and fashion designers.

(2007). Dodd, J., & Smith, S. W. A new advertising project for Nivea Deodorant, “Lucinda”, including print and new media (web and mobile). South Africa.

Here my role was in creative direction, ideation and art direction. The resulting viral marketing campaign employed an inter-disciplinary approach of narrative, illustration and digital design of an illustrated character, “Lucinda”. This innovation was praised by the NIVEA Managing Director Group Africa, Ann-Christen Wagenmann as “new territory” for the NIVEA brand. I collaborated with top South African illustrator, Richard Hart and Pilotfish, an innovative digital design company. The campaign featured magazine print, email, MMS, mobile and web applications.

(2007). Galvin, I., & Smith, S. W. A new advertising project for Nivea “For Men”, including television and print. South Africa.

Here my role was in creative direction, ideation and art direction. The TV and print advertising challenge was to explore male grooming in a multicultural, patriarchal and grooming-resistant male society. I contributed innovative approaches that developed the NIVEA for Men brand resulting in No 1 market position in South Africa.

(2007). Galvin, I., Schmitz, F., Scott, J., & Smith, S. W. A new advertising project for Unilever "Robertsons Herbs & Spices", including television and outdoor. South Africa.

Multinational Unilever has a 100-year presence in South Africa and is its largest FMCG advertiser. I produced this design work with Draftfcb, South Africa’s largest (by revenue) and oldest advertising and design company. I was the appointed senior art director on this campaign, acting as brand custodian, concept originator (with a writer) and art director. The campaign comprised TV and outdoor advertising and innovated in the food category. The commercials employed an inter-disciplinary innovation: 2 directors filming each shoot, the one a food director (Ian Difford) and the other, a performance director (Oscar Strauss), then edited seamlessly. South Africa’s two most renowned comedians agreed to play lead roles in the TV commercials, Leon Schuster and Soli Philander. Schuster was voted 30th in the Top 100 Great South Africans in 2004. His film Mr Bones is the highest grossing South African movie ever.

(2007). Scott, J., & Smith, S. W. A new advertising project for Seaton Delaval, ”Launch", including television, print and outdoor. South Africa.

Seaton Delaval is a R1,2bn equestrian residential estate – South Africa’s most prestigious estate and covers 361 hectares. I produced this design work with Draftfcb, South Africa’s largest (by revenue) and oldest advertising and design company. I was the appointed senior art director on this campaign, acting as brand custodian, concept originator (with a writer) and art director. The campaign comprised TV, print and interactive outdoor. The campaign innovated in its break from the category’s advertising, employing a unique brand narrative, art direction and a first for the category - interactive outdoor. I collaborated with one of South Africa’s most celebrated international TV commercial directors, Giaco Angelini.

(2006). Galvin, I., & Smith, S. W. A new advertising project Trellidor, ”Test", including television and print. South Africa, Africa-wide & Mauritius.

Trellidor is a multinational company operating in 17 countries worldwide. It has been the South African market leader in sliding security gates for over 30 years. I produced this design work with Draftfcb, South Africa’s largest (by revenue) and oldest advertising and design company. I was the appointed senior art director on this campaign, acting as brand custodian, concept originator (with a writer) and art director. The campaign comprised TV, print and radio. The TV commercial was an experimental testimonial with the Marketing Director (South Africa) agreeing to a high-risk shoot. This exceedingly successful campaign broke sales records for Trellidor for the first 12 months and has since been published in 4 continents and the TV commercial has been published for the 6th consecutive year in South Africa.