Freelance portfolio

Creative Direction | Copy writing | Lyrics | Poetry


     I took a break from the formal ad sector to pursue a personal passion – founding and developing Heypapalegend Studios. Today, the business is extremely successful in the hands of my sons Myles, Ross and Callum.
     More recently, I took 4 months out to write a 144-page Complete SA Careers Guide book, commissioned by Bright Eyes Publishing, which is listed in 2 000 major retail stores.
     As a result, I was appointed (freelance) editor of Career Planet, an education-based NPO, and I have been the sole content creator for this site until recently when funds ran out.
     Today, I take on creative and brand strategy freelance projects across all media.
 I am also busy publishing my first poetry/short story book.

ADVERTISING EXPERIENCE
Creative Director: J. Walter Thompson
Creative Director: TBWA Hunt Lascaris
Creative Director: Y&R
Founding Partner: The Gap        
 Founding Partner:  Heypapalegend Studios CT, JHB & Toronto




Abdi Hussein (Whosane) International voice artist | Music Producer | Rapper | Talent Management
I was commissioned by Bright Eyes Publishing to write
a 144 page Careers Guide book to appeal to learners,
school leavers, their parents and job seekers.

The book covers everything from study tips to
dietary advice for exam time, the science of psychometric profiling, as well as an overview of some 600 interesting careers.
Today, the book is listed in 2 000 leading
retailers.
As a direct result of writing this book, I was appointed
director, editor and chief content contributor for the NPO
www.careerplanet.co.za

I still fulfill these duties on a freelance basis.


 author: sa careers guide   image
A video production I wrote and directed for Psyence, manufacturers of Psilocybin mushrooms,
as a global investment solicitation. (This version still in Pilot format, with watermarks.)
Apologies for the poor quality, original went walkabout. But the concept comes across clearly.
PERSONAL WORK
I have just completed a book of poetry and short stories which will soon be published. Aside from the ad work, if you're needing editorial, fiction or lyric writing, I'd love you to take a look and, hopefully, enjoy.



CONTACT: Allan McDonald. +2772 4244481 allan@heypapalegend.com


 Selected work from the book follows on the next pages.


Crafted by heart. Untouhed by AI.
2023/10/10

LEAVING

It was a hard rain that fell the night I left. The kind of rain that slaps the years from your skin, laying bare the places where your memories crawled before your turns and crossings cut their tracks across your face. I watched the first drops explode in blisters of dust, up and down these baked Karroo streets. Every vowel and consonant of the lines I carved in the halls of my highest hours, every measured cadence I spilled across the pages of my early wilding, were all strung among the silver beads and threads of that last night’s cascade. There were bones in the storm too, hooked in the palms, skewering the words as they fell to hang like medals from the epaulettes of the proud and glistening aloes. Down the softening street the hiss of a long summer’s cracked and scalded scales whispered in the puddles of streetlights where the wind braided the runnels and curls of winter’s welcome trespass. Under the shingles of a Sweet Thorn tree, puffs of Cape Robins huddled in the crowding night. The Huntress Moon shrugged off her shrouds, and nested a while in the cradle of the high Bluegums where Smith Street was flowing over Mill.

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2021/06/06

CONNECTED

Last nigh in my garden during curfew I met the fevered stare of the stars burning in their own veiled quarantine, their divinely ordained course corrupted and reset to a seemingly aimless loiter. A storm of thoughts trespassed, as they do, this late at night during an endless pandemic lockdown. What is time? Does it heal? Can it stop everything from happening at once? Why do teeth have nerves? Is the light in my neighbour’s window a sign that she's all wrapped up between the covers of a comforting read, or is it a shield set to deflect the dead-quiet of the night? Through the village the silence hung like breath-fruit slowly exhaling, quivered only by the distant barking of dogs in warning, camaraderie or loneliness. Loneliness is a hollowing of the bones; it sucks at the marrow and crawls into empty spaces. It has an appetite that is only satiated when it finally gnaws at the soul. It must not be allowed to feed. Deep in the night, down the street, across the country, over time zones, we are all connected; not just by a virus that has us bound to its confines, but by the stars that light our paths, as the Spirits do, in the sky as quiet as the dreaming of trees. Last night in my garden during curfew, i called my neighbour with the lights on, with nothing to say but her name.

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2005/09/05

COLONY

Behind Induna’s kraal, the old women chatter in patches of maize, the songs of their youth snagged on thorn in the fields of their barren years; the fire that kindled the heat of their dance now dust on the husks of marbled corn. Under Induna’s tree, the weight of the wounded day is lifted in threads of pipe-smoke curled with the laughs and the snorts of the shaded old men, the stone-ground Capsicum husk of their voices flavouring the delirious dreamings of crows. Beyond Induna’s paths, the air carries the essence of the hills’ wild flanks, down to the sea where the old Milkwood lives, her swollen knees buried in the shells of a war raged on her by the Saints and Saltires of a God whose seed never stirred her soil. Around Induna’s grave, the herding gulls scavenge the remains of the wind flayed by those foreign flags, chasing the echoes of every aching minute where the last songs of the fallen lifted their dying breaths and lay them on the lips of the children. In this indefensible hour, I carry the shame on my skin down to the moon's new tide: I sink my paleness into the cushioning deep, down into the crackle and wash of the annointing veil, each jewelled flake authored by an ancient wanderlust, stranded, beached and fading among the scatterings of the fallen oath thirsting for the telling along these dreaming shores.

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AND GOD CAUGHT A FISH


The man stood at the edge of the estuary, searching the mud flats for signs of the bait he would need for the coming night’s fishing. At his feet, the seagrass leaned toward the west, pulled by the gentle wash of the incoming tide. Between the clumps of grass, the shallows were buttoned by prawn holes and razor clam burrows. The water glided over his naked feet; it was surprisingly warm for this time of year, this time of night.The man took every opportunity to be alone with his rod, reel and the wide night sky. This was his heart-space; where all the filters of his life were removed and thoughts wandered lazily, without prescription, in and through him. Out here, he could dream, without the emptiness of sleep. Somewhere in the tangle of shadows of the Milkwood trees behind him, the hu-hoo of a Spotted Eagle Owl ushered in the night, which was spilling over the old Outeniqua mountains and would soon come to rest on the glassy veneer of the lagoon. He was convinced that the owl was a resident of this particular patch of night: He had even considered a few suitable names for the bird, which he knew was mildly absurd, but was in keeping with his nature. He assumed there were a pair of them, as they were known to mate for life, yet all he had ever heard were the voices. The closest he had come to seeing them was a shadow feathering swiftly, silently, above or behind him as they hunted.

The man went to work on his own hunt in the shallows, pumping out the wild-legged mud prawns before the Spring tide reached its full height. He tore a handful of seagrass from the pool of light floating from his head torch and tucked the cool, wet leaves into his bait bag. This would keep the prawns alive throughout the night. Soon, a familiar ache warmed across his lower back from the effort, as he stood from his hunching and stretched his bones, and his sight, from the water at his feet to the stars brightening between the horizons. When his bait bag had reached a level he knew would last him the night, he waded back to the spongey shore, speckled with the shell-grit of ancient middens, kneaded softly in the timeless loop of the moon’s enduring odyssey.To the west, he knew, a rocky outcrop muscled a bend in the flow of the tide, where currents shifted across a deep pool nesting there. He gathered his rod and bait bag and headed toward the ledge where he would spend the night.The First Nations people across these shores had, over millennia, worn the path he followed; not a trail, not a track; a path of deep spirit burned into the earth.The moon lifted herself from her bed behind the Outeniquas, full and plump with the stories of seasons.The tidal edge bloomed in welcome, a ribbon of silver braiding around the lagoon, holding back the land.The man stepped up onto the smooth rock ledge, still warm from the Autumn sun. Below him, and far into the night, the surface of the water wore the glaze of hammered steel. He settled into his familiar routine; planting his camping chair at the rock’s edge, with his tackle-box and bait bag at arm’s reach.

He began to rig his line as the soft hush of the night settled in around him. By now, the moon was already a hand-span above the horizon, her light drifting across the rock. The stars were gathering in swarms above him. He clicked off his headlamp to save the batteries. Selecting a 1-0 hook, he held it up to his face and aimed the mono-filament line at the eye. This routine was always a challenge, his eyes were getting old and his depth perception and refractive accuracy were beginning to fade. He stabbed the end of the line toward the eye, squinting in concentration, but missed the first time. He held the hook higher, using the ambient light (the head torch somehow made the task more blurry) so that the hook’s eye was at half an arms length from his own. He closed his left eye, the weaker one, held the hook in his left hand, and the tip of the line in his right. As the line approached the hook, he noticed a star perfectly positioned in the centre of the tiny steel circle. For a brief moment, the star remained fixed in place in the middle of the hook’s eye. He did his best to hold it there, but of course his hands were not that steady, and the star soon drifted out and away. He tried to pull it back by moving the hook first this way then that, but the slight tremor in his left hand had put that star to flight. He lowered the hand holding the hook and found the star he’d harnessed, for one brief wink in time. It was the centre star of Orion and he thought this was fitting; that he had held captive, for a pause in the infinity of the constellations, the one they call The Hunter.

He sat a while, marvelling at the wide scattering of the stars that framed his small space, his insignificance, in this moment. And yet, for all his inconsequence, for all his smallness among the wonder of all things, he had pulled a star through the eye of a hook where, before, he couldn’t thread a line.The monofilament curled forgotten at his feet. The hand holding the hook lay down on his knee.The man wondered at the stillness of the stars. For all he knew, they should be a blur of streaks across the sky. The rock he was on spun at 1 000 miles an hour. It revolved around the sun at 67 000 miles an hour. Yet he had held a star in a tiny noose. He was not what you would call a godly man. He had spent so much of his life shoring up his brittleness, so much time wandering the way of the withering soul, he held no domain for gods. For him, the next step forward was simply a place you landed your foot. He had left no imprints of consequence, had made no plans, built no spiritual foundations.Until now. Out of nowhere, out of everywhere, he felt the tears streaming down his cheeks, spilling on to the hand that held the hook.This sudden release of emotion he had long held in check was altogether unfamiliar. This moment of pure chance, this snaring of a star by his own hand, a star 2 000 lightyears away, had suddenly revealed the full sovereignty of his imagination. This epochal moment had just illuminated a sacred place buried way down deep, where his soul had slept in the shadow of all his years.

He felt the moon pull at his tides, his tears pooling in the dips and hollows of his journey to this moment in time. While before he would have sunk, perhaps even drowned, in this sudden and unforeseen flooding, now his senses were splashed with an ascendance of the life force that had ebbed from him on his long journey to this moment. High above, The Hunter sparkled a little brighter. At his feet, the rock ledge was anointed by the Harvest Moon. In his heart, he held a heavenly body many times larger than Earth’s own sun.The man fell back to his task of threading the hook to his line. This time, with a steady hand, he made the knot good and tight.Taking one of the scrappy mud prawns from his bait bag, he mounted it on the hook and cast his line into the deep channel below. As his line sank, his eyes rose once again to the night sky.There. West of Orion’s belt, was Orion’s sword. Up high and to the east was the Great Southern Cross.The man’s night had been bejewelled with wonder. Now he felt a gentle tremor in the line at his fingertips. It had been a while since he had caught a fish. Most nights, his fishing pursuits were simply a way to retreat from the world. For the first time since he was a child, words formed in his mind in the shape of prayer. Sheepishly, he found himself saying “God, you’ve done a pretty good job with all of this. Now” he added self-consciously, which was in keeping with his nature, “Could you help an old man catch a fish?”

Just then, his line screamed out from his reel. A fish. The first in weeks. His rod bucked with the furious attempts of the fish to free itself. The battle lasted many minutes before the fish, exhausted, made its first appearance at the surface of the water. Of course, the man would release the fish. It had been a most worthy adversary. For its courage and its will, for its power and stamina, for its thirst for the deep, he would soon set it free from the hook. Much as he had the star, the one they call The Hunter. Much as The Hunter had done for him.