Metro Tunnel / Scavenger Hunt / 2025
Driving exploration and connection through a game-based, city-wide transport challenge
Overview
The Metro Tunnel Scavenger Hunt was a Summer Series activation designed to encourage exploration of the new network. Participants followed clues across three routes spanning the Sunbury, Metro Tunnel and Cranbourne/Pakenham corridors, uncovering virtual collectibles via QR codes at 15 locations. The activation generated 40,000 app interactions and increased visitation to Metro Tunnel HQ.
My role
I developed the virtual collectible concept and led all design and copywriting for the experience, designing every screen of the app and collaborating closely with third-party developers. The result was a seamless, game-like experience praised by participants as “The Amazing Race of Melbourne,” fostering connection, discovery and shared problem-solving.
40k app interactions
Record 5,165 visitors to Metro Tunnel HQ in a weekend
17,500km travelled by the 350 people who completed all 3 tracks
40k app interactions Record 5,165 visitors to Metro Tunnel HQ in a weekend 17,500km travelled by the 350 people who completed all 3 tracks
Intuitive UI design made the hunt easy to navigate
Playful copy brought the hunt to life
Feeling inspired?
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Opening Day
Metro Tunnel / 2025
Generating city- and state-wide excitement to launch a $15bn transport project -
![A person in a blue shirt is placing a transit pass into a blue ticket machine at a station.]()
Passport Challenge
Metro Tunnel / 2026
Activating the Metro Tunnel ahead of major service change through a high-demand summer campaign -
![A person walking inside a modern transportation station with glass walls. Behind the person, there are three advertisements for local transit lines and stations, including Sunbury Line, Arden Parkville State Library Town Hall Anzac stations, and Metro Tunnel connecting to City Loop.]()
Awareness Campaign
Metro Tunnel / 2025
Rebuilding public awareness ahead of the Metro Tunnel’s landmark opening phase -
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Lunar New Year Festival
Metro Tunnel / 2025
Helping communities learn about the project through culturally led design -
![A modern blue and white train with a digital display reading 'Airport' on the front, traveling on railway tracks during sunset with a background of trees and a partly cloudy sky.]()
Branding & Identity
Melbourne Airport Rail / 2019
Defining the identity of a project Melbourne has waited decades for -
![Two young boys crawling on a museum floor with colorful lines, playing with train toy sets, with other visitors and informational displays on the walls in the background.]()
Brand & Experiential
Metro Tunnel HQ / 2018
Bringing Victoria’s largest transport project to life for the public -
![Interactive exhibit with a circular, circuit board-like display inside a modern building with glass walls and wooden flooring.]()
Melbourne Museum Activation
Metro Tunnel / 2021
Illustrating big infrastructure to inspire curious little learners -
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Season Review
Premier League / 2012
Visualising the drama of a landmark Premier League season -
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Annual Report
WPP / 2012
Translating global strategy into a bold, culturally inspired annual report -
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110 Queen Street
BAM Construction / 2010
Capturing Glasgow’s character through a place-led property identity
