Cotton Australia - Mini Documentary Series
Directing Non-Professional Talent
A 10-part documentary series featuring Australian cotton farmers, many with little to no experience speaking on camera. My approach was to build a genuine connection with each person before introducing the camera, making them comfortable and treating interviews as natural conversations rather than formal questions. This allowed me to bring out authentic stories and personalities while capturing engaging, natural performances. The project also generated a strong collection of social-first content, with three featured reels reaching 66K, 188K and 174K views respectively, significantly outperforming the brand's usual social content, which was averaging below 10K views.
Clutch & Co – Campaign
Directing Non-Professional Talent
A sportswear campaign featuring everyday people rather than professional models or golfers. Working with non-professional talent in an outdoor golf setting, I adapted my direction and framing to bring out natural performances while highlighting the garments and location. Despite shooting on crutches myself, I delivered a full campaign from a two-hour shoot, producing six paid advertisements, six social reels and a campaign film. A great example of adapting to the circumstances, working with what you have and maximising creative output.
Citizen Wolf – Birchal Investment Campaign
Founder-Led Storytelling
A campaign created to communicate Citizen Wolf's business model, brand values and unique product offering to potential investors through Birchal. I directed the company's two founders, helping them communicate complex ideas in a clear and engaging way, supported by considered visuals, graphics and editing. The challenge was balancing the information required to build investor confidence with the storytelling and visual communication needed to keep the content engaging.