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Before we decide what to make, we get clear on what the marketing needs to achieve. The objective, audience and message come first. The output comes second.
We do our homework. We get to know the brand, the audience and the subject matter, whether we’re getting our heads around the latest AI technology or understanding what makes an audience tick.
We don’t have a house style, and that’s deliberate. The idea, format and creative approach should come from the brief, the audience and where the content needs to live.
We’re not an agency that hands over a deck and disappears. We take the thinking through creative development, production and post, keeping the original objective at the centre of the work.
We’re a boutique core team with a network of brilliant specialists and production partners. It means we can build the right team around the job and scale up, down or across borders when we need to.
Eternal optimist. Sleep challenged. Always up for a tricky fashion trend. Thinks BIG. Believes everything can be fixed with a good serum.
Clare has over 16 years experience in digital content creation. Having launched innovative online shopping platform stylefinder.com for Conde Nast way back when, Clare then moved into publishing as part of the relaunch team for Russh magazine and Russh.com. After several years in publishing, she consulted to brands including Westfield, IMG Fashion, Marcs, and RM Williams on digital content and creative campaigns. Clare co-founded crybaby productions with Catherine Stone in 2015 while simultaneously producing more children than she ever imagined.
Fearless. A caller of spades. Inspired by the impossible. Always on. Happiest when underwater.
Starting her career as a creative for ad agency Publicis Mojo, Catherine went on to work in media as a journalist at SBS and a senior director at MTV working on short-form content and brand campaigns, fashion shows including the sponsor-driven 'Style with Ruby Rose' and a number of documentaries. Then came a 15-year freelance career as a busy director and producer across TVCs, live events such as the epic Sydney NYE live broadcast, and masses of digital content before co-founding crybaby productions with Clare Alstin in 2015. Catherine heads up crybaby’s Byron Bay office and is pretty much living the Northern-NSW dream with her family.
tech tragic. nuts for the newcastle knights. winner of short-film awards. hoop-shooting crochet master. hooked on trashy romance novels. identical twin.
With a former life and extensive experience as a creative and technical lead in agency, Hannah has worked across a zillion brands for close to a decade; from beauty and lifestyle to sporting and corporate clients. A lover of tech and beauty brands, she’s as mad for a Microsoft project as she is for a mascara campaign. An astoundingly capable multi-hyphenate, Hannah produces, lights, shoots and edits content, working across both crybaby campaign briefs and our offshoot creative studio. She also happens to be an A-type organiser and has brought a new level of law and order to our file management, gatekeeping our drives like it’s a matter of national security.
We are a multi-skilled, uber-experienced outfit that lives to create compelling creative in myriad forms. Over the past year or two, we’ve grown team crybaby to include our own breed of producers, directors, and editors with a strong digital and social focus.
When a job calls for truly specialist skills, we can quickly flex up and out to our extended family of expert collaborators from street-casting talent spotters and 3D animators, to deep-sea camera operators willing to swim with sharks. We know good people, everywhere.
We start with the marketing objective, audience and message, then work out the role content needs to play. From there, we develop the right approach, format and creative direction for the brief.
Concept development, creative direction, treatments, scripting, copywriting, art direction and visual development. We take the strategic thinking and turn it into ideas people will want to engage with.
Film, photography, animation, motion, social content, event content and post-production. We manage the entire process from pre-production through to final delivery, building the right team around each project.
Tell us what you’re looking to achieve and we’ll take it from there.
