South by Southwest Sydney

Overview

As Senior Creative Project Manager, I was responsible for leading a team of 20 creative freelancers, spanning editors, producers, videographers, and photographers, to capture high-quality content across seven days at SXSW Sydney 2024.

I was brought on two months before the event, to assist with production logistics, sourcing, briefing, scheduling and managing the crew to ensure seamless coverage of over 250 events, including conference talks, music performances, activations, red carpets, celebrity interviews, press conferences and more.

✅ 18,000+ photos
✅ 5TB of footage recorded
✅ 70+ video deliverables

The Challenges and Solutions:

🔹 Ultra-Fast Turnarounds – Content had to be edited and delivered within 12 hours for broadcast, social media, and on-site screens. To meet these tight deadlines, I established a streamlined workflow, including predefined camera requirements, regular scheduled media offloads, and overnight editing shifts, ensuring a seamless and efficient production pipeline.
🔹 Consistency Across High-Volume Content – With multiple creatives covering different events, I conducted daily briefings and content reviews, providing iteration notes each morning to ensure a unified visual style and narrative.
🔹Adapting to a Fast-Paced, Ever-Changing Environment – SXSW’s dynamic nature required constant flexibility. Whether it was a last-minute celebrity interview, a relocated conference talk, or an impromptu breakdancing mob taking center stage, I ensured our team remained agile, ready to pivot, and fully optimized to capture every moment seamlessly.
🔹 18/7 – I staggered crew across 18-hours a day, for 7 days, to ensure we could capture, edit and deliver all content on time and to brand. This meant constant communication, content reviewing and crew management was required from me.

The Impact

The content effort was received extremely well. My efforts contributed to 2.2 million organic reach (a 200% uplift year-on-year) and a 58% increase in Instagram engagement—amplifying the festival's reach and engagement across platforms with consistent, high-quality content delivery.

BTS Snaps from the week

One of the Hype Reels playing before the start of The Kid Laroi’s Panel discussion.

Moët & Chandon x Vogue
World-First Interactive Shoppable Campaign

Overview

As Producer, I was responsible for implementing interactivity into the production assets for Moët & Chandon’s world-first interactive shoppable campaign. This groundbreaking initiative transformed luxury brand storytelling by integrating shoppable video elements, allowing audiences to purchase directly from the content.

Challenges & Solutions

🔹 Time Constraints & Fast-Paced Execution
Launching a world-first innovation under tight deadlines required agile workflows and real-time problem-solving. By streamlining production processes and leveraging cross-team collaboration, we successfully delivered the campaign.

The Impact

🏆 Engagement & Brand Growth
✔ 10%+ uplift in purchase intent
✔ 38%+ brand awareness increase

📊 Seamless Integration of Commerce & Content
✔ Established a new benchmark for interactive marketing, setting the stage for future campaigns.
✔ Successfully blended storytelling with e-commerce, creating a frictionless shopping experience.

By combining innovation, agility, and real-time data insights, this campaign redefined luxury retail marketing, proving the power of interactive, shoppable video in driving both engagement and conversions.

Hilton Hotels & Resorts x Escape.com

Overview

As Lead Producer, I led the production of Hilton Hotels & Resorts’ interactive video campaign with Escape.com—a large-scale, data-driven initiative designed to enhance audience engagement and optimize content in real time. This campaign featured over 150 video outputs showcasing 19 Hilton locations across Australia and Fiji, offering viewers a personalised and immersive experience.

Challenges & Solutions

🔹 Maintaining Consistency Across 19 Locations
As we were working across 19 distinct hotel properties, ensuring visual and narrative consistency was a major challenge. To streamline production, we developed detailed briefing sessions, storyboard templates, shoot guidelines, and detailed shot lists, ensuring a cohesive brand experience across all locations.

🔹 Interactivity & Real-Time Content Optimization
To maximise engagement, we leveraged interactive video technology to track real-time audience interaction data. By conducting A/B testing, focus groups, and iterative content analysis, we continuously refined the campaign across several weeks. This data-driven approach allowed us to adjust narratives, visuals, and calls to action based on user behaviour, ensuring optimal performance.

🔹 Filming in Active Hotel Environments
Hilton properties remained fully operational during production, requiring a nimble and discreet crew to avoid disrupting guests while still capturing stunning visuals. We adopted an agile production setup with minimal gear and crew, as well as strategically planning shoot schedules to blend into the hotel’s daily operations. This approach ensured high-quality content without interfering with the guest experience.

The Impact

🏆 Record-Breaking Results

• 5.3 million video views, significantly surpassing expectations.

• 132% Increase in Target Views, making it Escape.com’s most successful commercial partnership.

• 16,000 clicks to Hilton's landing pages, driving direct engagement.

📊 Brand Uplift & Audience Engagement

• Brand Consideration up 9%

• Favourability up 8%

• Recommendation up 9%

By combining agile production with interactive technology and real-time data analysis, this campaign set a new benchmark for Hilton Hotels & Resorts’ digital storytelling, delivering measurable impact across both engagement and brand perception.

University Down Under – Canesten x DEC PR

Overview

As Producer, I collaborated with DEC PR to bring Canesten’s University Down Under campaign to life- an award-winning interactive series designed to break taboos around intimate health. Hosted by Abby Chatfield, the series combined education with entertainment to engage audiences in an open, relatable, and impactful way.

Challenges & Solutions

🔹 Breaking the Taboo Around Intimate Health
One of the primary challenges was creating content that addressed sensitive topics in a way that felt inviting, engaging, and stigma-free. To achieve this, we developed a bold visual treatment with a fresh, approachable filming style. This ensured the content was both educational and entertaining, encouraging open conversation.

🔹 Filming During COVID Restrictions
With pandemic-related limitations, we had to adapt our production approach while maintaining high energy and visual appeal. By keeping filming contained to a single location, we leveraged high-octane graphic overlays, strategic prop use, and vibrant styling to enhance the series’ dynamic feel. This approach ensured that the content remained visually engaging without requiring multiple shoot locations.

The Impact

🏆 Award Recognition: Bronze Winner at the PR Asia Awards for Best Use of Content

📊 Audience Engagement & Performance:
84% Average Video Completion Rate – Demonstrating strong audience retention
11,691 Interactions – Showcasing high engagement and participation

By combining a bold creative approach with strategic production planning, University Down Under successfully challenged stigma and sparked meaningful conversations about intimate health.