About Pet Projects Creative
Important work deserves ideas people can understand, feel and act on.
Pet Projects Creative is a creative consultancy helping health, wellness and social impact organisations work out what they stand for, tell stronger stories and simplify complex concepts to help people understand, remember and take action.
Built around the promise of creative care for work that matters, the consultancy gives clients direct access to experienced creative leadership—without the cost, complexity or handovers of a large agency. We combine strategic thinking, emotionally intelligent storytelling and creative direction to create work that is clear and made to move people.
What We Do
We work on the projects that shape how a brand is understood, experienced and remembered, rather than the day-to-day work of keeping it running.
Pet Projects Creative brings senior strategic and creative thinking to important moments: defining or repositioning a brand, creating a platform for growth, and developing distinctive experiences and stories across film, social, digital and the real world.
Brand Positioning & Creative Strategy
Define what your brand stands for, why it matters and how it should show up in the world—from audience insight and proposition to messaging, voice and creative direction.Brand Platforms & Big Ideas
Create enduring ideas that give a brand room to grow across campaigns, content, experiences and channels—not just a line for the next brief.Broadcast TV, Short Films & Digital Video
Develop human stories, scripts, and creative direction for television commercials (TVCs), documentary content, and social films designed to earn attention and deepen connection across every screen.Interactive & Experiential Projects
Shape participatory ideas that invite people to explore, respond or take part, from digital experiences and installations to activations and real-world encounters.Health & Science Storytelling
Make complex health, science and mechanism-of-action or mechanism-of-disease stories clear, engaging and memorable through narrative animations.
This is brand building for the modern era: From defining the brand to bringing it to life, we give important projects the clarity, creativity and care they deserve
Who We Help
We work with founders of start-ups, marketing leaders, agencies and purpose-led organisations that care deeply about their work but need a sharper way to express it.
Why Pet Projects Creative
Pet Projects Creative combines big-agency experience with boutique care.
Led by Sharon Howard-Butler, the consultancy brings senior judgement, strategic clarity and creative discernment shaped by experience in Sydney and New York, international recognition, industry judging and work across health, wellness, innovation and social impact.
You work directly with the person leading the thinking—so there are fewer layers, clearer decisions and greater care at every stage.
If you have important work that needs a clearer story or a stronger creative direction, let’s talk.
Sharon began her career at J. Walter Thompson Sydney before moving into health and wellness, bringing her consumer sensibility with her. She built her career around making complex ideas feel clear, human and memorable, becoming one of Australia’s most recognised healthcare creatives before spending almost a decade as a creative director in New York.
Now based in Sydney, she brings senior thinking and hands-on craft to agencies, companies and not-for-profit organisations across Australia and the United States. Her approach is grounded in a simple belief: the best work happens when people care enough to get it right.
Her work has earned international recognition, alongside invitations to judge many of the industry’s leading creative award shows.
Sharon Howard-Butler Founder & Creative Director
✳︎ CLIO HEALTH
✳︎ SPIKES ASIA
✳︎ ONE SHOW
✳︎ ADC AWARDS
✳︎ LIA AWARDS
✳︎ GLOBAL AWARDS
✳︎ NEW YORK FESTIVALS
✳︎ CANNES LIONS
✳︎ CLIO HEALTH ✳︎ SPIKES ASIA ✳︎ ONE SHOW ✳︎ ADC AWARDS ✳︎ LIA AWARDS ✳︎ GLOBAL AWARDS ✳︎ NEW YORK FESTIVALS ✳︎ CANNES LIONS
“Her healthcare ideas are among the best in the business.”
— Elizabeth Elfenbein, Founder/CEO, Under the Sisterhood and Otherhood (USA)
"Anyone who knows Sharon knows that her healthcare ideas have amassed numerous accolades from award shows around the world, from Lions Health to Clio Health and the Global Awards. She also has amazing range and breadth of thinking—her mind never stops seeking what's next creatively.".
.“Tireless in the pursuit of big ideas, and relentless in her desire to execute them.”
— Stephanie Berman, Global CCO, The Bloc (USA)
"Sharon is an exceptional creative. On the global stage, she is widely celebrated, while on her home turf she is the kind of leader that nurtures, inspires, and actively develops young talent. I feel truly blessed to have worked alongside her
“Real talent and real humanity can go hand in hand.”
— Mark Sareff, Founder/Director, Prophecy Consulting (Australia)
"Sharon is that rare combination of highly creative and thoughtful, caring, and 'gentle'. Proof indeed that real talent and real humanity can coexist. It's hardwired in her, which is why she's an absolute joy to work with."
“Instrumental in creating the best advertising campaigns in my 25-year career.”
— Murray Hern, Managing Director, Sumitomo (Australia)
"I worked with Sharon when I was a product manager at Cyanamid Agriculture. We ran distinctive advertisements with huge cut-through. It was a pleasure to work with Sharon and I can recommend her to anyone seeking material that stands head and shoulders above the crowd."
“A compassionate creative with amazing insight into changing perceptions and improving lives.”
— Linda Whitten Salters, Founder, Schizophrenia and Related Disorders Alliance of America (SARDAA) (USA)
"Sharon understands the possibilities of combining artful impact and life experiences to improve lives. She works tirelessly to bring all resources to the fore—stimulating change and a cohesive working environment. It is a pleasure and honor to be the recipient of her inspiration, creativity, and enthusiastic work ethic."