Overview

The Thieves Collection is a premium whisky brand inspired by the heritage and grit of Fremantle.
I led this campaign from concept through to final delivery overseeing the entire creative and production process to bring the brand story to life on film.

My Role

• Scriptwriting: Developed the full narrative script, inspired by the mythos of “The Legend of Henry Simm.”

• Creative Direction: Defined the visual tone, shot style, and cinematic direction aligning with the brand identity.

• Production Management:

  • Sourced and managed costume design, actors, and supporting crew.

  • Coordinated videographers, lighting, and set logistics for multiple Fremantle Prison locations.

• On-Set Direction: Directed the shoot on location, ensuring narrative pacing, tone, and emotion matched the brand’s storytelling objectives.

• Post-Production: Collaborated in editing, colour grading, and sound design to finalise campaign delivery.

Output

• 2-minute hero brand film, plus short-form edits for social channels
  (60s / 30s / 15s).

• Integrated photography and campaign stills for digital rollout.

• Full creative alignment with packaging and brand launch materials.

Outcome

The project established The Thieves Collection as a cinematic, story-driven whisky brand, connecting Western Australian craftsmanship with global luxury cues. The content formed the foundation for the brand’s social launch and packaging design system.