Queensland director Grace Julia travelled to New South Wales to direct this brand campaign for ShopBack with the content producers at Jack Nimble, a creative agency and production company hybrid based in Haymarket.

As a former Sydney director, Grace still frequently collaborates with creative agencies in Sydney, and was engaged to write and direct $3619 Reasons To Feel Good, a multi-platform brand campaign featuring real ShopBack customers. As both a corporate video and documentary director, she is a skilled interviewer who loves working with non-actors. There’s always so much to learn about people from all walks of life, so it was a pleasure to spend the day directing real shoppers with real stories. With a brief to keep it authentic and fun, the Marrickville studio was chosen for its lived-in aesthetic, paired with a red backdrop to keep the videos on-brand. Grace’s experience directing commercials and content for social media means she has an understanding of what will perform at all delivery lengths and formats, from a 30-second TVC to a 6-second cutdown. With one day of filming alongside her good friend and long-term collaborator, Sydney director of photography Kevin Khang, Grace directed seven light and informative interviews. These were then edited in-house to create a suite of videos comprised of 2 x 30-second “awareness” films, 2 x hero 15-second “consideration” films and 2 x 6-second “conversion” films. All videos were delivered in 16:9, 9:16, and 1:1 formats, allowing for comprehensive use across platforms, from Facebook and YouTube ads to sponsored Instagram stories.