Dallas Baker
Social & creative strategist
THE WORK / SELECTED PROJECTS

Selected
work.

Dallas Baker creating content with The Veronicas at the W Brisbane opening party
The Veronicas · W Brisbane Launch

Social strategy, creator campaigns and content production. The brief, my contribution and the work that followed.

Explore strategy
PROJECT 01 / Creator strategy / Partnerships

Norwegian Aqua

Norwegian Cruise Line · In-house

My contributionCampaign lead from strategy and pitch to creator selection, all seven partnerships, creative direction and delivery

Discuss a similar brief

A new ship.
A bigger story.

A new ship launch is exciting. But for audiences with some of the world’s best beaches on their doorstep, a Caribbean itinerary isn’t necessarily the main attraction.

Norwegian Aqua at sea
01 / THE OPPORTUNITY

Make the ship the story.

NCL’s first Prima Plus ship offered more than a new itinerary. Its dining, design and accommodation could build brand awareness and consideration for Mediterranean and closer-to-home sailings.

02 / THE PITCH

Get the region on board.

With larger markets historically prioritised for inaugural ship launches, APAC had typically missed out across marketing, PR and sales. I built the regional case and pitched it to the Vice President of Sales and Marketing, securing inclusion for our creator campaign. As the sole campaign lead and point of contact, I took all seven creator partnerships, representing Australia, New Zealand and wider APAC, from selection and negotiation through contracts, travel logistics, creative direction, onboard support and final delivery.

03 / THE CONTENT

Different audiences.
Different reasons to sail.

I chose creators from Australia, New Zealand, India and the Philippines, across a mix of interests and platforms, to reach distinct audiences throughout APAC. Each brought a different cultural perspective and reason to sail, from the experiences worth booking to the spaces worth spending time in, through long-form reviews and short-form reels.

Creator perspective

Aqua, through
a creator’s eyes.

Aboard Norwegian Aqua and ashore in Bruges, from wellness and dining to the Aqua Slidecoaster.

Reel by @haylsa

A portrait travel film follows arrival beside Norwegian Aqua, the suite, a spin class and spa, Bruges canals and food, the Aqua Slidecoaster, sunset and dining. English sentence captions appear in the supplied picture.

The campaign in numbers.

Impressions
18.8m
Engagements
1.35m

APAC campaign totals · 2025

Discuss a creator campaign
02 / CREATOR STRATEGY

YoPRO ×
Beat Alcaraz.

Through Always Human · Australia · 2026–27

My contributionAustralian creator-led social strategy

Campaign in progress

Results to come in February 2027.

Discuss a similar brief
Feed Your Progress

A challenge
worth following.

You probably won’t beat Carlos Alcaraz at tennis. He’s the 2026 Australian Open champion and a former world No. 1. But what if you could beat him at your own game?

Carlos Alcaraz holding a tennis racquet in blue YoPRO and Australian Open campaign artwork
YoPRO × Australian Open · Supplied campaign image

Working through Always Human, I developed the Australian creator-led social strategy for YoPRO’s global Beat Alcaraz campaign.

01 / THE STRATEGIC SHIFT

Bring people into the challenge.

I shifted the approach from creators explaining an in-store promotion to bringing audiences into the challenge itself. Creators chose the game they’d back themselves to win, from pool to basketball, and shared their progress as they practised.

The effort and practice became the story, bringing Feed Your Progress to life.

02 / THE PARTNERSHIP

Build towards the Australian Open.

YoPRO is an Official Supporting Partner of the AO 1 Point Slam. The creator journey connects the global campaign with Australian Open 2027, extending the sponsorship through locally relevant stories ahead of the event.

03 / THE CAMPAIGN IN PLAY

One challenge.
Different ways in.

YoPRO’s global challenge set the premise. Bec Bridgemohan’s pool-table journey is one example of how Australian creators made it their own, sharing the practice behind their chosen game.

The global challenge YoPRO

Carlos Alcaraz appears in YoPRO’s global challenge film alongside football, table tennis, chess and campaign graphics.

An Australian creator example Bec Bridgemohan

Bec Bridgemohan practises at a pool table for YoPRO’s Beat Alcaraz campaign. The supplied film includes on-screen dialogue text.

Discuss a creator strategy
03 / Agency collaboration

Strategy through
Always Human.

Ongoing

Danone communications planning

YoPRO / Aptamil / Activia / Karicare

Working within Danone’s agency village, I contribute social, content and creator strategy to integrated communications plans, connecting our thinking with the wider agency response. That includes shaping YoPRO’s strategic narrative and developing creator recommendations and content options for Aptamil’s client review, alongside ongoing support for Activia and Karicare.

YoPRO yoghurt packs beside Auckland Harbour, with the bridge and city skyline behind
YoPRO New Zealand launch · Danone brand imagery
In development

Home Advantage

Proprietary agency research

I created Home Advantage, Always Human’s proprietary research into how people connect with sport. We set out to test what we were seeing on social: the pull of real people, local communities and athlete personality. I shaped the research story and worked with specialist collaborators to turn the findings into practical opportunities for brands.

Mary Fowler holding a football toward the camera beside a tree in lilac Adidas sportswear
PROJECT 04 / Creators / Culture / Content

W Hotels & Mardi Gras

Through The Mint Partners

My contributionCreator selection, partnerships, creative direction and content delivery

In the media

Fashion JournalVera Blue on Love Out Loud

Campaign coverage

Travel WeeklyAlyssa Edwards joins Love Out Loud

Campaign coverage · Hotel Wrap

Discuss a similar brief
Alyssa Edwards with two models styled as construction workers in matching pink for W Hotels’ Mardi Gras campaign

Culture at the heart of the campaign.

My role
I curated and delivered the campaign for W Hotels’ Love Out Loud sponsorship, managing creative direction, talent negotiation, contracts and content production.
Strategic approach
With W Brisbane open and W Melbourne and W Sydney still on the way, the campaign was a brand-awareness play ahead of W’s growing Australian presence. Audience insights and community understanding shaped talent selection, connecting partnerships, media and social around Love Out Loud.
Delivered
An integrated campaign involving six creators, including ambassadors Alyssa Edwards, now a RuPaul’s Drag Race Global All Stars winner, and Australian singer-songwriter Vera Blue, across partnerships, media and social.
Campaign film / 2020

Alyssa Edwards.
Love Out Loud.

An interview with Alyssa, alongside models styled as construction workers in matching pink. A playful nod to W’s Australian hotels still taking shape, created for the Love Out Loud campaign through The Mint Partners.

Featuring Alyssa Edwards
Supplied campaign edit · 50 seconds

W Hotels branding opens the film. Alyssa speaks to camera in vivid pink, with two models styled as construction workers in W-branded pink vests in a graffiti-lined laneway. The film closes on Marriott Bonvoy branding. English captions are available in the player.

Influencer results.

Reported reach
1.291M+
Engagements
158K+

46 Instagram Stories · 16 native posts

Reported influencer-program results, W Hotels Mardi Gras 2020. Through The Mint Partners, working with Marriott International.

PROJECT 05 / Social strategy / Live events

Mercedes-Benz Fashion Week Australia

IMG Australia · In-house

My contributionSocial and digital strategy, content production and event delivery

In the media

marie claireDion Lee opens Fashion Week 2017

Event coverage

Discuss a similar brief
Models backstage in yellow, white and patterned looks at Fashion Week
2016 backstage photograph · Lisa Maree Williams / Getty Images

One event. An integrated social story.

My role
In my in-house role at IMG Australia, I delivered digital and social strategy from campaign ideation through to live event coverage.
Strategic approach
Connect content, creator partnerships, email and the website under one creative direction, presenting Fashion Week as both a fashion and cultural moment.
Delivered
Live event content, the Twitter Blue Room activation, an email series and a website redesign formed one integrated digital campaign.

Reported event results · 2017.

Owned-channel impressions
26.4m
Social engagements
497k

Combined outcomes reported by IMG for the Resort 18 event (14–20 May 2017), across @fashionweekaus and global @fashionweek channels on Instagram, Twitter, Facebook, Snapchat and YouTube.

PROJECT 06 / Content concept / Production

Norwegian Cruise Line in Japan & Taiwan

Norwegian Cruise Line · In-house

My contributionContent concept, production leadership and delivery

Discuss a similar brief
A Japanese castle above trees and a pond, photographed for NCL destination content

Taking the destination beyond the itinerary.

My role
I led the content project from concept through to post-production, including travel logistics, shoot days and asset delivery.
Strategic approach
I connected the appeal of Japan and Taiwan with life on board so travellers could picture the whole NCL holiday. The shoot brought destinations and ship experiences into one content library for regional social and travel-agent storytelling.
Where it was used
Assets used across regional organic and paid social, distributed to Australian travel agents, with selected assets subsequently used on NCL’s global social channels.
Destination content

Japan, in motion.

A daytime crossing, a castle, deer, a pagoda, torii gates and Tokyo Tower. A short destination edit from the Japan & Taiwan content project.

PROJECT 07 / Content strategy / Storytelling

The Ritz-Carlton, Perth

Through The Mint Partners

My contributionDigital content strategy, storytelling and production

In the media

BroadsheetHearth opens at The Ritz-Carlton

Opening coverage · November 2019

Discuss a similar brief
The Ritz-Carlton, Perth lobby with hanging glass chandeliers and lounge seating

Western Australian stories for a hotel opening.

My role
Through The Mint Partners, I shaped and delivered digital content strategy for the opening, producing photography and video across the property, dining and guest experience.
Strategic approach
I shaped Hearth Perth’s story around Western Australian producers, giving the dining offer a local perspective within the wider hotel opening.
Delivered
Property, dining and guest-experience photography and video, including the Hearth Perth series narrated by Executive Chef Jed Gerrard.
Hearth / The Ritz-Carlton, Perth

Jed Gerrard’s vision.

The story behind Hearth begins beyond the restaurant. This video connects Western Australian landscapes and local produce with Executive Chef Jed Gerrard’s vision, bringing a sense of place to the dining experience.

PROJECT 08 / Creative direction / Production

Eu Yan Sang in Australia

Through JJW Studio in partnership with Digivizer

My contributionContent planning, creative direction and production management

Project feature

JJW StudioThe Eu Yan Sang content project

Studio project feature

Discuss a similar brief
Eu Yan Sang products and a glass of water on a pale kitchen counter
JJW Studio / Digivizer campaign

Global heritage. Local creative direction.

My role
Through JJW Studio in partnership with Digivizer, I helped develop the visual content plan and led creative direction, logistics and post-production.
Strategic approach
Combine the brand’s heritage with an Australian tone through a local photography and video plan.
Delivered
The work went beyond the original brief. The brand adopted the locally produced assets for its website and paid social, replacing existing global content and giving the Australian creative a wider role than first planned.
PROJECT 09 / Owned social / Relaunch

Daydream Island relaunch

Through The Mint Partners

My contributionOwned social content strategy and delivery

In the media

KarryonDaydream Island reopens

Reopening coverage · April 2019

Discuss a similar brief
An attendee in front of the illuminated Daydream Island sign

Reintroducing a destination through social.

Through The Mint Partners, I led content strategy and delivery across Daydream Island’s owned social channels, supporting its repositioning as a premium destination ahead of reopening.

Channel results.

Impressions
21.7m
Engagements
201,000

Across Facebook, Instagram and LinkedIn, July 2018–June 2019. Reported channel totals, rounded.

LET’S TALK

Bring me
the brief.

Email Dallas Make it LinkedIn official

Tell me the challenge, the timing and where you need direction.