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cathy profile
Firstname/Profession
Cathy
Creative Director / Writer
12 Plus years Experience
Auckland, Queenstown
170

Represented: 11/03/20

Bio

I was one of those nine-year-olds who carries around a pocket thesaurus. You know the type, verbose journal entries and terrible poetry that I read to glassy-eyed guests. I’ve since learned how not to bore people, but my violently earnest reverence for storytelling remains. 

 

I honed my craft writing and directing documentaries and kids TV promos in London’s Soho, winning Young Creative in Europe at Promax for writing and directing 26 episodes of Toon News for Disney Networks Europe. That taught me how to make powerful short-form sponsored content before it was a thing, putting me on a path developing idents, content and promos across global markets for brands like BBC, Channel 4, MTV and Cartoon Network. Concepting, strategy, ideation, scriptwriting, design direction, brand voice, pitching, video content campaigns – I eat them for breakfast.

 

Back home I’ve specialised in branded content creation, consultant creative direction and running my production company Alchemy Content Air New Zealand has been a primary client alongside Fairfax and local lifestyle and retail brands. I’ve spent years and years leading creative and design teams and educating and guiding clients, all with an eye on the bottom line. I read a script or brief and know what questions to ask, how to structure a killer, economical and efficient strategic creative response, roughly how much it might cost, and most importantly whether it’s any good and how to make it better.

 

I'm a passionate filmmaker. In 2012 my short documentary Roger the Real Life Superhero was selected at 12 festivals, and more recently the Weinstein Company chose me as one of 10 directors from a global field of 4000 for the Lexus Short Film Competition and the Lexus Australia Film Fellowship. My comedy short #collapsingempire featuring Cori Gonzalez-Macuer, Nic Sampson and Donna Brookbanks was screening at in festivals in Sydney, Istanbul, Tahiti, China, Auckland and Seattle just before COVID-19 came along.

 

The last couple of years I’ve been fairly deep in the baby hole but being staff dialogue writer for Shortland Street through that time has been a complete joy and has also kept me somewhat sane.

So that’s me, more or less. It’s tricky to compress a rewarding, rich and frankly epic career into an A4 page, but I hope you’ve heard enough. I’d love to get together in person and talk some more.

Expertise

Art Direction Campaigns Concepting Creative Direction Creative Strategy Design Direction Directing Producing

Software

Avid Media Final Cut Pro X Microsoft Excel Microsoft Word Premiere Pro CC

My skills

Creative Direction
Ideation
Strategy
Concepting
Development
Brand
Events

Writing
B2B writing
Comedy writing
Screenwriting
Copywriting

Directing
Award-winning film director
Music TV
Documentary
Motion graphic design
Animation (3D & 2D)

I'm best known for...

- Award-winning international screenwriter and director
- Young Creative of the Year - Promax Europe
- Film Festival winning short films "Roger the Real Life Superhero" and #collapsingempire
- Branded content development
- Consultant creative directing

Recent Employment

Founder / Sep 2017 - Present / Alchemy Content Limited

Consultant creative directing, helping businesses develop high spec video content solutions for TV and social media.

Director / Jul 2016 - Present / Sunday Punch

TVC production company based in Auckland. Represented as a TVC director, also as creator of video content marketing campaigns and webseries.

Creative Director / Oct 2017 - Present / Air New Zealand

Creative Director (freelance)

Industries I know well

Film, television, broadcast, automotive, hospitality, retail.

Mediums I know well

TV, Film, social media.

Honours & awards

FILM FESTIVALS
London International Documentary Festival
Edinburgh Short Film Festival
UK Film Festival
Encounters Film Festival Bristol
Rushes Soho Shorts
Show Me Shorts NZ
Greenhorn Film Festival London
Take One Action Festival Scotland
Cannes In a Van Film Festival
Flickerfest Sydney
FIFO Tahiti
Kolektivi Istanbul
Post Alley Seattle

AWARDS
Best Film, Promax UK 2017
Best Documentary, Cannes in a Van Film
Festival 2012
Gold – Young Creative of the Year, Promax Europe 2005
Gold – Campaign, Promax World 2012
Gold – Commercial, Promax World 2011
Gold – Programme Launch, Promax Africa 2011 Gold – Image Spot, Promax Australasia 2010
Gold – Entertainment Promo, Promax NZ 2009 Gold – On Air Packaging, Promax NZ 2008
Silver – Commercial, Promax World 2008
Silver –Campaign, Promax World 2008
Silver – Channel Brand, Promax Australasia 2007 Silver – Children’s Animation, Promax World 2007 Silver – Animation, Promax Africa 2007
Silver – Channel Brand, Promax Australasia 2006 Bronze – Channel IDs, Promax World 2005
Bronze – Cinematography, NZCG Awards 2005 Best Director (nominee) New York Festivals 2004 Best Commercial (nominee) New York Festivals 2004

DISTINCTIONS
Highest Commendation, London Short Film Festival 2019 Shortland Street Director Training scheme
2017 DEGNZ Women Filmmakers Incubator
2016 DEGNZ Shortland Street Director’s Attachment 2016 NZ Film Commission Talent Development Lab 2016 Shortlist, Lexus Australia Film Fellowship
2015 Shortlist, The Weinstein Company & Lexus Short Film Competition
2013 Script to Screen Short Film Lab
2012 Real Ideas Studio Microgrant recipient

SCHOLARSHIPS
2011 International Graduate Scholarship, Masters in Screenwriting, Central Saint Martins College London 2001 Mass Communication Scholarship Masters in Mass Communication, Auckland University of Technology

Qualifications

Auckland University of Technology

Bachelor of Arts (B.A.), Mass Communication Analysis (TV Major, practical)

Activities and Societies: Also Studied Metaphysics, Sociology and WW2 Literature.

Languages

English

Creative. Digital. Marketing. Recruitment.

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