From concept to edit – a celebration of the creative process of promos, led by the people who shape what we see.
Great promos don’t happen by accident — they’re crafted with care, from first idea to final frame. Nose to Tail is a creative’s creative session that breaks down the full journey – Concepting, scripting, shoot, post production/audio and graphics/grade. You’ll hear from industry heavyweights and young guns as we examine spots that demonstrate excellence in each stage.
Ed Holmes is an award-winning Creative Director with over 20 years shaping campaigns for Paramount, Network 10, ITV and Foxtel. He now leads Pixel Juice, an AI-driven content and workshop studio helping businesses sharpen their storytelling and scale their creative impact.
Beyond broadcast, Ed runs Bloody Interesting Tours, where Sydney’s history comes with humour and a pint. If it needs a story, he’ll find one — and make sure it sticks.
Since fleeing a perfectly promising Science career in Melbourne Australia many years ago, Leeanne Irvin has spent more than 20 years in LA & NY leading award-winning creative for Disney/ABC, NBC Universal, Peacock, The WB/CW, MGM and more. Most recently as Senior Creative Director at Bravo, Leeanne led her team to deliver ground-breaking, engaging campaigns chock full of Real Housewives, Top Chefs and Below Deck yachties, to make Bravo the undisputed leader in the reality genre.
An expert at identifying unique marketing opportunities and tailoring creative to suit, Leeanne has made a career of telling stories with strategy…while gathering a few good stories of her own along the way. She’s still trying to figure out if she’s the luckiest person alive to make a living out of bringing crazy ideas to life. Or just maybe, she’s good at this stuff!
Dean Saika is a multi-award-winning Senior Creative Producer, Editor, and Director with over 20 years' experience, spanning across broadcast television (Nine, Ten, Paramount), streaming platforms (Stan, Amazon, Netflix), and cinema (Madman, Transmission).
At Australia’s most respected film marketing agency, The Solid State, he collaborates with a dynamic team to deliver powerful storytelling and precise execution — crafting campaigns that captivate, connect, and inspire.
A professional voice over artist for over two decades, Abby has voiced campaigns for brands such as, British Airways, ALDI, Lexus, Sky, Optus, The Guardian, Foxtel, Apple, Amazon, Australian Open, FIFA World Cup, SBS, Universal Music, Britbox, Spotify, Nova Entertainment, Pepsi, Gordon's Gin, NSW Government, the Australian Government and is the voice of streaming platform, Binge's sonic logo.
With production experience on both sides of the hemisphere, Abby has stretched her skills across a range of creative roles in the industry to include sonic branding and original music composition in the commercial industry and film directors representation. Abby is a member of the voting academy of the ARIAS 2024 & 2025 and worked across reviving the famous burger chant jingle for the Cannes Lions winning work for Mcdonalds in sonic branding.
A champion of craft and creativity in all its forms, Abby drives International Partnerships on behalf of animation powerhouse Cheeky Little (Vegesaurs, Kangaroo Beach) with a passion to impact the citizens of tomorrow through premium storytelling.
Karen Song has spent her career making TV look good. From motion design beginnings to leading one of the largest creative teams in Australian TV, she’s launched and rebranded channels, from sport to streaming services, overseen 10’s first major rebrand in 25 years, and driven creative for Paramount’s biggest tentpoles.
She believes in bold ideas, high-concept campaigns, and making design fun–even when the deadlines aren’t.
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