CREATIVE DIRECTOR / DIRECTOR

C4LEB400

C4LEB400

C4LEB400

THE IDEA CAN BE THE DELIVERABLE.

PERTH, AU → WORLDWIDE

PERTH, AU → WORLDWIDE

SELECTED WORK

(01—08)

StreetX — World Cup

StreetX — World Cup

PROJECT_001

STREETX / WORLD CUP

WORLD CUP RUINS LIVES.

Supporters celebrating in the pub — StreetX World Cup
A football-obsessed bedroom — StreetX World Cup

Adults.
Back in daycare.

A role-reversal campaign for StreetX.

StreetX — Adult Daycare

StreetX — Adult Daycare

PROJECT_002

STREETX / ADULT DAYCARE

Jack Della Maddalena with his UFC title belt

PROJECT_003

JACK DELLA MADDALENA / UFC

CREATIVE DIRECTION / CAMPAIGN PRODUCTION

Content and creative direction surrounding the title-winning campaign.

Craig Jones in the supplied Playboy editorial

PROJECT_004

CRAIG JONES / PLAYBOY

CREATIVE DIRECTION / PRODUCTION / STYLING

An editorial for Playboy, Spring 2026.

StreetX — The Order

StreetX — The Order

PROJECT_005

STREETX / THE ORDER

Oshua — Angel Heights artwork

PROJECT_006

ANGEL
HEIGHTS

OSHUA — DEBUT ALBUM

A complete visual world, from cover artwork to content rollout.

CREATIVE DIRECTION / VISUAL IDENTITY / ROLLOUT STRATEGY

PROJECT_007 / LUKE JACKSON × STREETX

DOGGA FOR
BROWNLOW

CAMPAIGN ROLLOUT

~5M VIEWS

5-DAY ROLLOUT

Dogga for Brownlow — campaign

Dogga for Brownlow — campaign

Luke Jackson helping an older woman across the street in Dogga for Brownlow
The busker scene from Dogga for Brownlow

BROWNLOW CONTENDER.
ON AND OFF THE PITCH.

BROWNLOW CONTENDER.
ON AND OFF THE PITCH.

Absurd acts of fairness and goodness, built around Luke Jackson. One repeatable premise, extended across multiple pieces of social content.

CAMPAIGN IDEATION / PERSONALITY-LED STORYTELLING / SOCIAL ROLLOUT

PROJECT_008

STREETX
× REEBOK

StreetX × Reebok

StreetX × Reebok

250M+

CROSS-PLATFORM VIEWS

SELECTED WORK & COLLABORATIONS

STREETX / JACK DELLA MADDALENA · UFC / CRAIG JONES · PLAYBOY / STREETX × REEBOK

CREATIVE DEVELOPMENT

THE IDEA CAN BE
THE DELIVERABLE.

Not every project needs me behind the camera.

Not every project needs me behind the camera.

I work with brands, artists and agencies at the idea stage — developing the concepts, campaigns and creative direction that shape what gets made.

Bring me a product, collection, release, artist or problem. I’ll help figure out what’s worth making.

01

01

CAMPAIGN IDEATION

CAMPAIGN IDEATION

Original concepts and creative directions built around a brief, product or release.

Original concepts and creative directions built around a brief, product or release.

02

02

CONTENT STRATEGY

CONTENT STRATEGY

Content formats, recurring series and social-first ideas designed to build attention around a brand or personality.

Content formats, recurring series and social-first ideas designed to build attention around a brand or personality.

03

03

ARTIST / BRAND WORLD BUILDING

ARTIST / BRAND WORLD BUILDING

Visual identity, campaign worlds, rollout concepts and creative systems that connect everything together.

Visual identity, campaign worlds, rollout concepts and creative systems that connect everything together.

04

04

ONGOING CREATIVE DIRECTION

ONGOING CREATIVE DIRECTION

External creative resource for brands, artists and agencies needing consistent creative thinking.

External creative resource for brands, artists and agencies needing consistent creative thinking.

CALEB ATKINSON / C4LEB400

Red dirt, heat,
and the internet.

I grew up in Karratha, Western Australia, and taught myself to shoot, direct, edit and build visual worlds. Now based in Perth, I develop ideas and direct campaigns internationally across fashion, sport and music.

KARRATHA → PERTH → WORLDWIDE

GOT A BRIEF?

c4leb400mgmt@gmail.com

@c4leb400

PERTH, AU
AVAILABLE WORLDWIDE

C4LEB400

© 2026