Confronting sensitive topics head on

Brisbane director brings darkness to light

I was honoured to be engaged as the director for a powerful and deeply important campaign, The Stillbirth Promise. Created to raise awareness and drive change, the campaign featured a series of three interviews, each telling the poignant stories of families affected by stillbirth. The opportunity to be part of such an impactful project was humbling and inspiring — I definitely shed more than one tear.

Stillbirth is a subject that is often shrouded in silence, yet it affects thousands of families across Australia each year. The goal of The Stillbirth Promise was to break that silence and shine a light on the personal and emotional realities of stillbirth. By sharing these stories, the wonderful subjects behind this campaign sought to reduce stigma, increase education and inspire action toward prevention and better support during and after pregnancy.

The Impact of "The Stillbirth Promise"

The campaign won certificates of excellence in SABRE’s IN2 awards for print & media and persuasive content, and finished in the Top 5 Best in Show campaigns at the 2021 SABRE Awards Asia-Pacific. The Stillbirth Promise videos were praised for their honest and heartfelt portrayal of a sombre but important message, sparking conversations and increasing much-needed awareness about the prevalence of stillbirth in Australia.

Read more about the awards in Campaign Brief.

On set in Brisbane for Still Six Lives, an award-winning three-part campaign by Icon Agency

The Interviews

From the outset, it was clear that this campaign required a delicate yet powerful approach. Bluey’s story demanded to be heard by approaching this inspiring Brisbane family with kindness, curiosity, sensitivity, the resulting campaign is authentic and carries a sense of weight and urgency this topic demands. My role as the director was to create an environment where participants felt supported and comfortable sharing their experiences, and I think that that’s only possibly when you’re openly vulnerable as well. My approach is that we’re just humans talking — there just happens to be a camera in the room.

Each of the three interviews featured members of the family recounting their heartbreaking experience with stillbirth. Bluey’s mother and her extended family courageously shared their stories, offering insight into their grief, resilience, and hope for the future. Their honesty and vulnerability were incredibly moving, but their unflinching tenacity and drive to help ensure this tragedy doesn’t strikle other Australian families is what truly makes the campaign so effective.

I’ve become known for my ability to interview real people. Maybe it’s just my awkwardness makes other people feel comfortable, but I like to think I approach conversations with empathy and understanding. Living with PTSD myself has made me a more sensitive director, allowing me to connect deeply with participants and ensure their stories are told with care.

We worked closely with Icon Agency to ensure that the interviews aligned with the broader goals of the overarching awareness campaign. This included thoughtful drafting of questions and scripting of short pieces to camera to highlight the key messages of awareness, prevention, and the importance of support networks for affected families.

The visual style of the interviews was intentionally simple, placing the focus squarely on the participants and their stories. Set in the participant’s own home, we used natural lighting, intimate framing and beautiful lensing to create a sense of warmth, drawing viewers into the emotional core of each discussion.

Director of Photography Branco Grabovac was the perfect collaborator, because not only did he deliver impeccable cinematography, but a degree of sensitivity as a father of a newborn himself. With the talented Visible Studios team behind-the-scenes, the production was seamless, which allowed us to be truly present on set.

Reflections on the Experience

As I’ve mentioned in other posts on my director’s blog, I am driven by female-centred stories, so it was deeply meaningful to be involved in a campaign that reflects issues impacted Australian women. Being part of this campaign was a profound experience that reinforced my belief in the power of storytelling to drive change. I am passionate about using my craft to create work that makes a difference, and the success of this campaign is a testament to how sharing real, human stories drives positive change.

To see more of my interviews and work as a documentary director, check out my portfolio.