Nicole Scherer



Hi, I’m Nicole and I aim to inspire with my passion for big ideas and beautiful crafted design combined with world-leading interactive technology, but also integrated within the traditional space.

Story 1st. Technology 2nd.

As an integrated creative, I have worked on both agency and client side, across all categories and with some of the biggest national and international brands. I helped to create and design memorable and innovative experiences to engage audiences. I created brand awareness from concept, strategy to production for campaigns in Australia, China and Europe.

My experience reaches from building a creative department up to 25 staff, working in a fast-paced environment with global partners in different time zones & cultures. I love to see people thrive and become the person they want to be; being who they are.

I curated a street art exhibition called ACE 2021 featuring Arkie Barton, Dvate, David Lee Pereira, George Rose, House of Meggs, Justine McAllister, Mike Makatron, Minna Leunig, Nicki Killick, Nick Azidis, Paink, Rose Staff,
and Robert Michael & Lyn-Al Young.


Melbourne, Australia
[Sept 2021 – Feb 2022]
Grande Experiences [The Lume]

At Grande Experiences, I conceptualised, designed, curated and produced a multi-sensory touring art experience called ‘Connection’ featuring 70+ First Nation artists, including artworks, photography, music, branding and marketing design, activations, show content and flow, and directed animations for the immersive content.

Developed in partnership with the National Museum of Australia, Connection is a spectacular multi-sensory, immersive art experience celebrating the spirit of Indigenous Australia, exploring the spiritual connections to Land, Water and Sky through a vibrant and multi-sensory symphony of sound, light, and colour.

Roles and responsibilities include:
– Research into the genre of the experience, and the individual practices of selected artists
– Curation of artworks, photography, and show content in close collaboration with two main curators
– Database management of artist information
– Concept development, art direction, and storyboarding
– Art direction of overall experience, transitions, and title sequences
– Creative direction for animation, motion and footage for CGI, particles, and 2D graphics

I also conceptualised and directed the branding design and activations across other experiences including Street Art and the ‘Alive’ branding design.

About Grande Experiences:
The creators of traveling, cultural and permanent multi-sensory art experiences that have been visited by millions of people around the globe. The art of storytelling bursts into life, engaging all the senses simultaneously, immersing the visitor in an ocean of moving image, music, light, sound and even smell! The first Southern Hemisphere permanent digital gallery is an epic adventure into art, which transforms the world’s finest into fully immersive sensory encounters.

Melbourne, Australia 
[July 2019 – June 2021]
Tennis Australia

Successfully built a 360 degree in-house creative team servicing all needs from traditional and non-traditional advertising, branding, experiential & activation, social & video content and motion and animation design from concept to final production.

Overseeing and leading the team to success which tells the stories of Tennis Australia – from the discovery of who our Australian players really are, celebrating the global tennis superstars, stories about the events and sharing the beliefs as an organisation reporting into the CMO.

Supporting and coaching the creative team on their weekly tasks and their development. I value the power of emotive storytelling, great design, incredible craftsmanship, professional discipline, and being a creative thinker. Every day I’m inspired by being a key part of creating content and experiences that engage people in tennis – either playing, watching or attending events. By leading and building the creative engine behind the business, I bring creativity, inspiration and joy, and bring them to life.

I curated a street art exhibition called ACE 2021 featuring Arkie Barton, Dvate, David Lee Pereira, George Rose, House of Meggs, Justine McAllister, Mike Makatron, Minna Leunig, Nicki Killick, Nick Azidis, Paink, Rose Staff, and Robert Michael & Lyn-Al Young.

Australia. Europe. China 

[March 2013 – present]
@Vice Media/Virtue, Renault, Heineken, Stibitzer Cider, Almdudler/HIV, Dacia, Lexus, 3 Mobile
@AKQA Sydney, Clients: Disney, Mentos, Bupa

@Cheil, Clients: Samsung
@Yakusan, Clients: Coca-Cola Company
@B.B.E., Clients: Medibank/Mardi Gras 2018
@Saatchi & Saatchi, Clients: Bank of Melbourne
@Promised Film 2017
@Clemenger BBDO Melbourne, Clients: Myer, QIC|GRE
twise Melbourne, Clients: Disney, Melbourne Star, Jacklinks/Family Guy, Wu-Tang Clan/Diva Vodka
@Grain & Pixel Shanghai, Clients: PwC, Porsche, General Electric, Diesel, helloworld, Coca-Cola, Cadbury
@Razorfish/SapientNitro Sydney, Clients:  P&O Cruises, InvoCare
@REA Group Melbourne, Clients:
@Serviceplan One Frankfurt, Clients: Lufthansa, Voeslauer Water
@Leo Burnett Melbourne, Clients: Honda , 7-11, Old El Paso, 2014 Formula 1 Australian Grand Prix Sponsorship
@CHE Proximity, Clients: Telstra, GE – 28 Degrees, Business Spectator
@Gemba, Clients: Telstra Sponsorship ‘AFL & NRL Finals’
@The Brink , Festivals: Rainbow, Burning Seed, Earthcore, Earth, Yemeya 2015 & 2016

[August 2012 – March 2013]
@tkm9, Clients: Coca-Cola, Fanta, Jim Beam, Mount Franklin, General Electric, Foxtel, Collingwood FC, Madza, Optus, KIA, Ethiad Airways

[April 2011 – June 2012]
@CumminsRoss , Clients: SA Government,, Deakin, Ski Yogurt, Rebellion Rum, Jeep
@BWM , Clients: Kmart, GE Money
@Fuel Agency , Clients: City of Melbourne (integrated campaign / pitch)
@Gemba, Clients: Telstra Sponsorship ‘AFL & NRL Finals’ [brand activation / pitch]

[September 2009 – December 2010]
@PwC Melbourne, In-house: tenders, proposals, event collateral, press ads, brochures & flyers

[January 2008 – May 2009
@Thrive PR + Communications, Clients: Mattel, Callaway Golf, Polaroid, Borders, Sharpie, Vitasoy, Franck Mueller, Kraft, MCC, Tourism Victoria, The Cancer Council

[March 2007 – December 2007]
@Sensationnel London

[March 2006 – March 2007]
@JWT London, Clients: Rimmel Cosmetics, Esprit, Timotei, Beckham Fragrance, Sunsilk, Evans, de Beers

[February 2006]
@Scholz & Friends London, Clients: Bayer

[June 2002 – January 2003]
@Saatchi & Saatchi Frankfurt, Clients: Audi, Telecom (T-Mobile), Commerzbank, Allianz Insurance, Rammazzotti

[January 2002 – June 2002]
@Fraunhofer Research Institute for Engineering Stuttgart

[August 2001]
@exact advertising Rastatt, Clients: City of Rastatt, Daimler Chrysler AG

[August 1998 –August 2001]
@netpioneer GmbH Karlsruhe, Clients: Irish Tourist Board, Hongkong Tourist Board, New Zealand Tourist Board, CeBit 2001


RMIT UNIVERSITY [2004 – 2005]
Bachelor of Communication Design [Advertising], Overall result: 85%

Bachelor of Print and Digital Media [Digital Media], Overall result: 85%

Fun Stuff

I’m a social butterfly and just being German, my passions are new technology, travel, music, photography, kickboxing, fashion, and art exhibitions.