WHO IS AMOK?

AMOK is Michael Dawson - is a writer and creative director with 20 years of experience. 

Since 2018 he has operated AMOK Creative as an independent consultancy that works both with agencies and directly with brands.

His work has been awarded more than a hundred times across the major shows, and in 2026 he was ranked in Top 10 Copywriters globally, according to the Cannes Lions Talent Report. Other highlights include a Titanium Grand Prix at the Cannes Lions, a Gold Effie and B&T’s Worst Ad of 2008 - an accolade he thoroughly deserved.

Brands he has worked on include Apple, NRL, Tourism Tasmania, ALDI, Optus, Ford, Bulleit Bourbon, Tourism Rotorua, Suncorp, Sportsbet, McDonalds, Nissan, Samsung, Canon, Smirnoff, SEGA, Vodafone, Bundaberg Rum, Muffin Break, PepsiCo, Superloop, FightMND, Mitsubishi, Fitness First, Racing NSW, Haier and HelloFresh.

Brand platforms have become a specialty of sorts - with Michael penning at least 10 that are currently in market in Australia - from Tourism Tasmania ‘Come down for air’, to McCafe ‘Coffee fit for an Aussie’ and more.

He’s served on juries at PADC and AWARD, and been a lecturer at AWARD School.

WHAT DO YOU DO?

Creative ideas of all kinds: big brand platforms, TV, digital, branded content, social, PR, experiential/activation.

WHAT DON’T YOU DO?

Based in Copacabana, NSW, AMOK Creative operates on a remote work model, not an in-office one.

The other thing AMOK doesn’t do is art direction/design. But world-class art direction and design expertise (such as Ben Alden, benalden.com) can be arranged if your project requires it.