Process The Podcast

"My parents owned a five star luxury hotel that they built when I was ten... it formed me in a way that I cannot even comprehend." — Arielle ThomasFor over 140 episodes, Arielle's been the one asking the questions. This week, she turned the mic on herself. With so many new listeners joining after the Merit episode went viral, it felt like time to rewind the tape, who she actually is, how Process the Podcast came to exist, and where her seven-figure production company, Cinema Thom, stands today.From growing up behind the scenes of her parents' five-star hotel, to a teenage sales job at Scanlan Theodore, to acting school in New York, to directing a Kmart TikTok vertical that helped drive enormous value for shareholders. This is the full, unfiltered walk through everything that built the person behind Process. It's personal, it's honest, and it's the episode to send anyone who's ever asked, "wait, how did you get into this?"INSIDE THE EPISODE: 00:00 — Process the Podcast and Arielle's Origin Story 01:15 — Growing Up in Hotels: The Lyall 03:53 — Learning the Value of a Dollar 05:32 — Moving to New York for Acting School 06:12 — Coming Home & Arielle's Acting Career 08:05 — Behind the Camera With Meat and Potatoes 12:00 — Working with Kmart 16:13 — The TikTok Era 20:30 — Global Expansion: Anko Philippines 20:57 — How Process the Podcast Came to Be 24:00 — Process Today 30:15 — Cinema Thom Today 33:00 — What's Next?Enjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram, @arielle.thomas Us, on Instagram, @processthepodcast Whatsapp Community @processthepodcast New here? We're now on YouTube with a companion panel alongside the video, worth a watch if you're a visual person! Follow us to get notified every time a new episode drops every Tuesday.See you at the next one!This episode references past projects (Meat and Potatoes, Deadline Gallipoli) discussed for personal/educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

"It's an object of obsession about one woman... you genuinely get an intimacy that you cannot find anywhere else." — Grace O'Neill & Paulina PaigeGrace O'Neill and Paulina Paige have built magazines and campaigns for some of the biggest names in fashion media. But this time, they threw out every rule they knew and started from zero with no guardrails, no existing audience, no safety net. The result is Persona: a biannual, single-subject magazine that reads more like a coffee table book than a glossy, with its debut issue built entirely around Bella Freud.In this exclusive interview, Grace and Paulina walk through exactly how Persona came together, the cold email that convinced Bella Freud to say yes, the unpublished 90s photo archive they talked a photographer into handing over, getting the rights to a Lucian Freud portrait, and the real numbers behind launching a $75 magazine with zero followers. It's a rare, honest look at what it actually takes to build a print product from scratch in 2026 - the creative risk-taking, the budget conversations, and the trust it takes to hand a stylist "a little kernel of an idea" and let them run the thing.INSIDE THE EPISODE:00:00 — Intro: Grace & Paulina The Lead-Up to Persona05:27 — From Massive Infrastructure to Doing It All Themselves07:41 — What They Knew Going In14:26 — What If a Magazine Had No Rules?16:47 — Deciding on Bella Freud18:52 — The Cold Email That Got Bella Freud on Board22:08 — The Moment They Knew It Was Really Happening22:57 — Building the Book Around What They Had31:35 — Is It Really an Australian Magazine?34:16 — Talking Budgets: Landing Dior & Reframing Beauty With Mecca42:14 — What It Actually Takes to Print44:18 — Production vs. Printing48:23 — The Launch Gamble53:32 — How Much Room Does This Take Up in Your Life?58:24 — Partnership1:00:29 — Where the Creative Stimulus Comes From1:04:00 — Second Issue?1:08:32 — Where to Find Them1:10:15 — Persona Launch PartyTake a look at Persona:Persona Magazine: www.persona-magazine.com Instagram @thepersonamagazineConnect with our Guests:Grace O'Neill on Instagram: @grceoneillPaulina Ortega on Instagram: @paulinapaigeEnjoyed this Episode?Join our Community!Your host, Arielle Thomas, on Instagram, @arielle.thomas Us, on Instagram, @processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!This episode includes references to third-party archival imagery and licensed material (including works connected to the Lucian Freud estate) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

"The beauty of great satire is you blur the line of whether or not something is true or not true."- Claudia BursillBefore she was Miss Double Bay, Claudia Bursill was just a uni student with a Woolworths review that spiralled into a national news story. Today, that same anonymous meme account is her literal resume; it's how she landed a job at the Betoota Advocate, and now leads talent and business development at its sister agency, Leverage.In this episode, Claudia breaks down the real mechanics behind building a satire brand: why great comedy always "punches up," never down, how she decided to reveal her identity after years behind the account, the brand deals she's turned into some of her most-shared content, and why she thinks a running joke can build more trust than a perfectly polished post ever could.INSIDE THE EPISODE: 00:00 — Intro: Claudia Bursill A.K.A Miss Double Bay 01:30 — The 'Miss Double Bay' Persona & Origin Story 02:33 — Origin Story: The Woolworths Avocado Review 06:25 — The Identity Reveal 10:57 — Miss Double Bay (MDB) & Job Opportunities 13:01 — Why Authenticity Beats the Traditional Influencer Brief 14:59 — From Meme Account to Writer to Business Development 16:12 — The Future of the Creator Economy 17:23 — A Day in the Life at Leverage 20:16 — What Is Satire, Really? 20:54 — The Golden Rule: Always Punch Up 24:41 — Turning a Moment Into Content 30:12 — Climbing & Fighting the Cringe Mountain 33:41 — Riding a Trend the Right Way 40:32 — Your Relationship With Your Phone 46:12 — PNLs in Media 48:18 — Trivia Night! 52:17 — Closing & Where to Find HerTRIVIA NIGHT TICKETS! Get it hereConnect with our Guest:Miss Double Bay on Instagram: @missdoublebayClaudia Bursill on Instagram: @claudiabursillThe Betoota Advocate: @betootaadvocateEnjoyed this Episode?Join our Community!Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠Us, on Instagram, ⁠@processthepodcastWhatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday. See you at the next one!This episode includes third-party references (news coverage, satire case studies) used for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

Aila Morin is the founding Chief Marketing Officer of Merit Beauty, one of the fastest-growing brands in the beauty industry. On this episode of Process, host Arielle Thomas sits down with Aila for a rare, in-depth conversation about brand building, marketing strategy, and product development, from Merit's earliest days as an anonymous Instagram account to its most recent Clean Volume mascara launch.Aila walks through how Merit built a loyal community before the brand even had a name, why the company skipped paid advertising entirely for its first four months, and how a single UX fix increased sales by more than 100%. She also gets candid about product failures, the emotional weight of building something people trust, and why Merit has no interest in using AI in its creative process.This conversation covers founder transparency, marketing strategy, brand building, product development, and the beauty industry from the inside, a masterclass for anyone building a brand, working in marketing, or curious how one of beauty's most consistent companies actually operates day to day.INSIDE THE EPISODE:00:00 — Intro00:38 — How Merit Came to Be03:15 — Finding the White Space in Beauty05:10 — Building a Brand That Doesn't Need the Product07:17 — Learning to Sell from the Shop Floor09:46 — The Secret Instagram Account That Became Merit11:33 — Skipping Paid Ads for Community as a Focus Group13:12 — Why Great Brands Aren't Built on Virality16:59 — Reinventing the Foundation Stick22:13 — Data Over Market Reports: Building Clean Volume26:11 — The Kaizen Approach to Product Development29:24 — Story First: How a Launch Actually Gets Built34:15 — Why Merit Never Starts With the Grid35:20 — Casting With a Story: Whitney Leavitt & Karen Pittman38:10 — Self-Doubt Behind the Confidence40:28 — Owning Polarizing Reviews42:17 — What Hasn't Worked44:30 — The Unglamorous Reality of Running Merit46:22 — Building a Brand That Lasts 100 Years49:00 — Clean Volume's "See to Believe" Sampling Strategy50:37 — The Future of Social & Why No AI Creative52:41 — Arielle's Personal Encounter With Merit55:36 — Beauty: Shame vs. BelongingConnect with our Guest:• Aila Morin on Instagram: @ailamorin• Merit Beauty on Instagram: @merit • Website: meritbeauty.com Enjoyed this Episode?Join our Community!• Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠: • Us, on Instagram,⁠ @processthepodcast •Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

Your showreel might be quietly costing you clients, and no one's telling you that.In this solo petite episode, host Arielle Thomas walks through the exact framework she's using to recalibrate Cinema Thom: why clients now hire for problem-solving over taste, the real difference between a showreel and a case study, and the asset-mapping system replacing both. Part life update, part masterclass in founder transparency; including the six months she went quiet online, why that was a mistake, and the Tyler the Creator clip that changed how she thinks about promoting her own work.In this episode, you'll learn:The real difference between a showreel and a case study and why clients now expect bothHow to build a campaign asset map (Arielle's own team framework)Why "Rome wasn't built in a day" should be a content strategy, not an excuseThe system Arielle's team uses to keep posting consistently without her being the bottleneckINSIDE THE EPISODE:00:00 — Intro00:43 — Why Clients Hire Me Now02:54 — Showreel vs. Case Study, Defined03:35 — Building the Asset Map05:15 — Put Out Your Work (Tyler the Creator clip)06:19 — Systems & Processes08:15 — Behind-the-Scenes Beats the Hero Shot09:15 — The Recalibration Roadmap11:04 — Who Do I Want to Be?12:12 — Closing & CommunityEnjoyed this Petit? Join our Community!Cinema Thom: @cinema_thom ( https://bit.ly/4fwwZI7 ) Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby)Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl)Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf)Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please get in touch with [email protected]

"If people want to work with you, they’re going to find you. So you've just got to create the work, be aligned with your own taste, and put it out there." — Ali MittonFrom a darkroom in the Gold Coast to shooting global campaigns in Los Angeles, photographer Ali Mitton has built an undeniable, sun-drenched career capturing freedom, raw movement, and elevated beauty. But what happens when the high stakes of commercial advertising pull you away from your artistic centre?In this incredibly raw and transparent conversation, Ali opens up about building massive relationships with legacy brands like CoverGirl and Aerie, navigating the toxic comparison loops of Instagram, and how a devastating personal crisis, losing her dream home in the 2025 LA wildfires, sparked an existential creative reckoning. We dive deep into the differences between the Australian and American industry landscapes, the realities of high-stakes commercial sets, and why true artistry requires the courage to say "no".INSIDE THE EPISODE: 00:00 — Intro04:32 — Owning the Title Before You've Earned It07:46 — Protecting Your Signature as Jobs Get Bigger12:06 — The No-Retouching Era16:16 — Getting Dropped21:10 — How Dream Clients Actually Find You24:35 — Shooting Playboy for the Female Gaze28:29 — Legacy Clients, Celebrities & Managing Egos34:35 — Being the Client for Once36:55 — Losing the House in the LA Fires43:45 — Learning to Say No48:04 — The Impossible Shot List57:51 — Beauty's Nostalgic Rewind1:01:28 — Instagram Rewind: Behind the ShotsConnect with our Guest:Ali Mitton on Instagram: https://bit.ly/4vLjmuR Website: www.alimitton.com https://bit.ly/3T12QJjEnjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ https://bit.ly/4v21hbyUs, on Instagram,⁠@processthepodcast https://bit.ly/4xJ1EKlWhatsapp Community @processthepodcast https://bit.ly/44pdcFfFollow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual references. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or  copyright inquiries, please contact [email protected]

"If everyone draws from the same pool of images, but they don't know why they're drawing from that, the work becomes the same." - Zoë YaseminWelcome back to Process the Podcast. This week, Arielle sits down with Dutch-based creative director, researcher, and the brilliant mind behind the viral, globally ranked Substack: The Art Direction, Zoë Yasemin. While previous guests have masterfully explored the mechanics of still-life curation and multimedia stop-motion, Zoë’s strength is the depth of her reference pool. In this expansive dialogue, Zoë and Arielle dissect "aesthetic flattening" - the dangerous cultural cycle where creators pull from the exact same surface-level internet algorithms, leading to an inevitable sameness in modern brand output. From bidding on rare, vintage indie magazines on eBay to studying the historical representation of the female form, Zoe shares an elite masterclass on how to bridge the gap between a beautiful mood board and world-class execution.Inside the Episode:00:00 — Intro 05:22 — Decades of Visual History11:43 — What is True "Taste"?17:10 — The 57K Substack Secret Blueprint22:53 — Sourcing References Beyond Pinterest28:22 — The Visual Curriculum Framework33:10 — Finding Unexpected Creative Fuel38:10 — Heritage Brand World-Building43:49 — Inside a 3-Day Editorial Marathon49:04 — Embracing Human Craft Over AIConnect with our Guest:Zoë Yasemin on Instagram: https://bit.ly/3TixD4kThe Art Direction School on Instagram: https://bit.ly/4vgZgrZArt Direction on Substack: https://bit.ly/4gsNWp3Enjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby)Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl)Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf)Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For copyright inquiries, please contact [email protected]

"The reason why I want to instill you guys to care about this... is not because I want you to care about basketball. It's because I want you to care about the shape of the story. It's the unglamorous, the hours and hours and hours that go into unrewarded work." — Arielle ThomasWelcome back to another episode of Process the Podcast. We are sliding right back into the studio this week, and the way we are looking at our craft is getting a little bit sharper.In this unfiltered, solo Petit, Arielle steps directly up to the microphone to strip away the soft, algorithmic romanticism of the creative life. This episode drops a massive operational framework: creatives must think and work like high-performance athletes to truly get ahead.Pulling structural parallels from the historic 53-year championship wait of the New York Knicks, Jalen Brunson’s relentless work ethic, and Kobe Bryant’s obsessive midnight training methods, Arielle breaks down how to navigate the modern wave of AI slop and self-optimisation burnout. This is a raw, grounded look at how to get excited about the unglamorous reps, master the actual volume of your craft, and build an unbreakable work ethic when absolutely nobody is watching.Inside the Episode: 00:00 Resetting the Outlook: The Creative Entrepreneurship Shift 02:04 The New York Knicks & The Half-Century Wait for Greatness 04:24 The Myth of the Short-Cut: Fighting AI Slop with Athlete Logic 07:51 The Unglamorous Reps & Staring Down Unrewarded Work 09:43 Borrowing the Engine: Inspiration vs. Disciplined Refusal 11:01 Kobe Bryant, Michael Jackson, & The Strategy of Deconstruction 13:50 Mastery in Volume: The Truth of the 10,000-Hour Privilege 17:16 Audacious Thinking & The Quest to Build the Best Creative Podcast 18:50 The Toxic Optimisation Wave: Resisting Algorithmic Laziness 21:51 Romanticising the Boring: Stripping the Workspace Back to the Greats Enjoyed this Petit? Join our Community! Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby) Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!

"You had an idea every ten seconds for Vogue. You can have an idea every ten seconds for yourself." - Kirstie ClementsWelcome back to Process: Encore. In this archival series, we bring forward the timeless dialogues that laid the groundwork for Process. This week, Arielle revisits a deeply layered, expansive conversation with best selling author, journalist, and legendary former Editor-in-Chief of Vogue Australia, Kirstie Clements.Kirstie’s 27-year trajectory at the absolute pinnacle of fashion publishing is a masterclass in creative longevity. Starting on the reception desk at age 23, she scaled the masthead to lead the iconic title through nearly thirteen years of epochal cultural shifts, international coups like anchoring Karl Lagerfeld's guest editorship and massive corporate evolutions. In this honest session, Kirstie unpacks what happens when you step out of a rigid corporate cocoon, how she completely shed the heavyweight skin of public expectation, and what it truly means to safeguard your innate creative power.Inside this Episode:  00:00:00 - From Vogue Receptionist to Editor in Chief: A look at a legendary 27-year trajectory, proving why mastering the unglamorous nuts and bolts of an industry scales creative longevity. 00:06:29 - Building a Vision for Australian Vogue: Navigating the intricate tightrope between corporate commercial profitability and world-class aesthetic execution. 00:12:51 - Karl Lagerfeld Guest Edits Vogue Australia: An inside look into the complex, midnight operational choreography of securing one of fashion’s biggest editorial coups. 00:14:45 - Lessons from Fashion Legends: Unpacking the relentless stamina and surprisingly unpretentious nature required to keep a creative fountain thriving over a lifetime. 00:16:16 - The Pre-Social Media Era: Celebrating the legacy of keeping monumental interactions private, far away from the obligations of front-facing camera validation. 00:20:19 - Life After Vogue: The profound psychological execution of self-reinvention once you entirely decouple your identity from corporate structures. 00:35:50 - Creative Reinvention and Freedom: Moving past corporate politics to realize that your innate ability to generate ideas can never be institutionalized. 00:44:01 - Modern Pressures on Women: Deconstructing the hyper-monetized, algorithmic anxiety targeting women's aesthetics and biological timelines. 00:53:52 - Advice for Overwhelmed Creatives: Why modern multi-hyphenates must intentionally protect their artistic sensibilities from copy-and-paste digital algorithms. 01:02:44 - What Inspires Kirstie Now: Shifting entirely away from corporate consensus to find ultimate creative sovereignty in travel, freedom, and deep mentorship. Connect with our Guest: Kirstie Clements on Instagram: @kirstie_clements (http://bit.ly/4oNOVSS) Website: www.kirstieclements.com.au Substack: @kirstieclements (https://bit.ly/4eyPcEh) Read Her Books:  Why Did I Buy That? (https://amzn.to/4eCKipX) The Vogue Factor (https://amzn.to/4eyA9uk) Impressive (https://bit.ly/4fVBIoy) Enjoyed this Encore? Join our Community! Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby) Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday.  See you at the next one! 

"I don't say to my assistants that you're working for me... you're working for the picture, so everything you do is about making the picture better. The picture is my boss." - Georges AntoniWelcome back to Process: Encore. In this archive series, we spotlight the foundational conversations that continue to guide our creative landscape, unedited, uncut, and re-centred for our community today.This week, we are throwing it back to a deeply insightful conversation with one of Australia’s most in-demand commercial fashion photographers, Georges Antoni. Georges took a beautifully unconventional route into the industry, transitioning from corporate strategy at Coca-Cola and PricewaterhouseCoopers to shooting portfolio books out of his parents' crystal-cabinet front room. Today, he architects massive productions for leading brands while fiercely maintaining a family-first philosophy. In this episode, Georges and Arielle pull apart the critical intersection of artistic integrity, active diplomacy on set, and why Australian retail is falling behind on a global scale.Inside the Episode: The Potency of Art Buying: Why conservative corporate hierarchies give local retailers a major global disadvantage. The "Picture as the Boss" Protocol: Stripping ego entirely out of production so the whole team serves the final image. The 95% Active Diplomacy Matrix: How to manage high-volume commercial mechanics while making talent feel entirely unjudged. The 1,900 Lighting Diagram Rule: Why Georges documents every single setup to avoid lazy, repetitive lighting styles. The Unified Creative Umbrella: Constructing a symbiotic stills-and-motion framework to stop fractured social media content. Selling the Sizzle Over the Brand: Shifting from flawless product form to building an identity consumers actually want to ascribe to. Connect with our Guest: Georges Antoni on Instagram: @georgesantoni Website: www.georgesantoni.com Enjoyed this Encore? Join our Community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

"The more I want the work to be the focus, the more I pull back sharing myself. I want the work to speak." — Jasmine DowlingWelcome to Process: Encore! In this archive series, we’re spotlighting the foundational conversations that continue to guide our creative community, completely untouched from the day they first aired! This week, we are taking you back to a hotel room in Brisbane where Arielle sat down with one of Australia’s most distinct creative eyes: multimedia artist in still and motion creation, Jasmine Dowling. Jasmine has spent over a decade navigating the fragile balance between commercial partnerships with global mainstays like Longchamp, Mecca, Chanel, and Hermès (just to name a few) and the highly intentional, low-fi personal practices that keep her creative spirit alive. In this unfiltered conversation, she opens up about the reality of executing work that is entirely yours.In this episode:  The 40/30/30 Split: Balancing unpaid personal exploration, client work, and paid social partnerships. The "Slave to the Eye" Paradox: The endurance required when your hands are working overtime to match the vision in your mind. The Low-Fi Medium Strategy: Ditching the heavy gear to capture her Paris Hermès project via film, a compact Sony, and raw iPhone voice memos. The Illusion of "Dream Clients": The unfiltered reality of navigating heavy corporate bureaucracy and creative revisions. The Power of the Gifted Spark: How unexpected tactile packaging triggers immediate, experimental animation concepts. The Boundaries of Curation: Treating your digital platform strictly as a workspace while fiercely protecting your private family life. The Forever Fear of Work Disappearing: Overcoming the anxiety that everything will crumble the moment you set structural boundaries.Connect with our Guest:Jasmine Dowling on Instagram: @jasminedowling Studio & Prints: jasminedowling.com Enjoyed this Encore? Join our Community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

The boardrooms are obsessed with a community, but most are just building an audience. This week in the Clubhouse, Arielle sits down with retail and AI strategist at Amazon Web Services, corporate influencer, and community builder, Brooke Moody. If you’ve been trying to unlock the framework of how to turn passive metrics into a hyper-engaged collective, consider this your ultimate guide.Brooke has been the hidden engine behind massive community moments; from engineering events for Hot Smart Rich that packed out rooms across New York and LA to launching her own independent collective, Aussie Angels. In this Petit, we’re sharing the reality of what it actually takes to build infrastructure for ambitious women, without the vanity metrics or the corporate fluff.In This Episode: The Butler vs. The Leader: Why sideline "management" will never replace an embedded strategist leading from the front. The 50% Engagement Matrix: Why true community spaces pull a massive 50% engagement rate compared to traditional media's 5%. The Low-Fi Longevity Secret: How stripping away the corporate frills and over-engineered events keeps your collective sustainable. The First 20 Rule: Why you need to ditch the 650-person waitlist obsession and focus on the first 20 people in the room. The "What are you working on?" Pivot: The exact entry question that skips the surface small talk to drive immediate collaborative depth. Finding Your Platform: Figuring out what platform works for you and why you should never automate community chats. Connect with our Guest: Brooke Moody on Instagram: @brookekmoody Aussie Angels on Instagram: @aussie__angels Aussie Angels Whatsapp: @aussieangels   Substack @moodboard Enjoyed this Petit?Join our community!  Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast   (75% of people show up to these rooms completely alone. So don't be shy to join in! The community is built for you)Follow us to get notified every time a new episode drops every Tuesday.  See you at the next one!

We’re taking you out of the Clubhouse and onto the Masterclass Stage. 🎙️This week, we’re sharing a special live recording from The Social Summit 2026 in Melbourne, presented by Riser Collective. Arielle joined three powerhouse women on April 23rd to pull off a topic that every creative professional needs to master: Reverse Engineering Your Creative Career.This session explores how to intentionally design your path, make strategic pivots, and the raw reality of building a career that actually works for you, rather than waiting for a seat at the table.The Panellists:(From Right to Left)  Anna Mackenzie: A startup advisor, portfolio career mentor, and a leading global voice on building financially lucrative and fulfilling creative portfolio careers. Lizzie Mulherin: Brand strategist, journalist, and founder of The Solo Co, a community platform helping women build businesses without burning out.  And your very own, Arielle Thomas: Director, Content Strategist, and Founder of Cinema Thom and Process the Podcast. Moderated by: Rosie Boccamazzo, Social Content Manager at Melbourne Social Co. In This Bonus Content:  The "Intentional" Approach: Arielle breaks down how she uses spec work and strategic positioning to land dream clients like Mecca & Vogue The Portfolio Career: Anna explains the beauty of experimentation and how to build a lucrative career from multiple creative income streams Building Without Burning Out: Lizzie shares the smartest way to transition from your corporate life to a creative business Personal Brand as an Anchor: How to build a personal brand that does the heavy lifting for you in opening doors Special Thanks: A huge thank you to Amy Dickinson and Riser Collective for bringing this summit to life and allowing us to share this conversation with the listeners of Process.All Photography by Claudia Tivendale: Instagram @claudia.tivendaleConnect with our Guests on Screen: Anna Mackenzie Instagram: @annaclmack Substack:@annamackstack Website: annamackenzie.com.au Lizzie Mulherin Instagram:@lizziemulherin The Solo Co IG:  @joinsoloco  The Solo Co Website: www.joinsoloco.com   Arielle Thomas Instagram: @arielle.thomas⁠ Cinema Thom Website: cinemathom.com Rosie Boccamazzo:  Instagram: @rosieboccamazzo Melbourne Social Co Website: melbournesocialco.com.au Connect with the Makers of The Social Summit:  Amy Dickinson on IG: @amzdicko The Social Summit IG: @thesocialsummit Risercollective on IG: @risercollective_ Claudia Tivendale IG: @claudia.tivendale Enjoyed the live session? Join our community!  Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

Jemma Sbeg is the voice behind the global #1 psychology podcast, The Psychology of Your 20s. From a management consultant with a private Instagram account with only 600 followers to signing a historic global deal as one of only 15 podcasters on Netflix, Jemma has redefined what creative at scale looks like in 2026.In this episode, she joins Arielle in the Clubhouse to pull back the curtain on the "messy middle" of her meteoric rise. They dive deep into the raw reality of moving to London with zero local production support while being tasked to deliver 96 episodes a year . The Netflix Call: The "pinch-me" moment Jemma’s agent delivered and the immediate, grounded reaction that followed. Network vs. Sponsors: A breakdown of how Jemma actually gets paid, including "minimum guarantees" and the "magazine ad" analogy for filling audio real estate . Scaling the Support: Transitioning from doing her own research and editing to hiring PhD researchers and production teams.  Creative Evolution: The decision to move away from the "20-something living room" aesthetic and evolve her brand as she enters a new chapter of womanhood . The "Dilly Dally" Routine: Jemma’s non-negotiable Sydney ritual for mental health and staying connected to her roots. Creativity in Crisis: How Jemma stays reactive to the world climate while protecting her audience's space . Resources:  Book: Person in Progress by Jemma Sbeg The Ultimate Guide to your 20s.  A roadmap to navigating the personal and professional transitions of your twenties, with practical insights and reassurance that you’re not alone, from the host of the top podcast The Psychology of Your 20s Jemma Sbeg on Instagram @jemmasbeg The Psychology of your 20s:  Streaming on Netflix The Psychology of Your 20s Instagram @thatpsychologypodcast  Substack @thepsychologyofyour20s  Loving the show?Join our community!  Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! Inside the Episode:Connect with Jemma:

In an era where every app demands a different ratio and every campaign must stretch across dozens of platforms, the old school brief of 10 hero images and some video is officially delusional.In this episode, Arielle Thomas, Motion Director, Founder of Cinema Thom, introduces a game-changing framework called Shoot Architecture. Learn how to move away from chaotic, frantic shoot days and toward a "Pulled Pork" method that ensures every piece of content has a home before the camera even clicks.Inside the Episode: The Death of the Traditional Brief: Why asking for "40 images w 10 heros" no longer works in 2026. The Pulled Pork Method: How to slow-cook your creative to get every last "shred" of value out of a single shoot. The Shoot Backbone: Why great shoots start with spreadsheets, not just mood boards. The Fatigue Formula: The literal math behind how many setups you actually need for a 12-week campaign. The 3 Tiers of Shoot Architecture: Arielle breaks down the "Three Columns" every campaign creative and brand owner needs to master: Tier 1: Paid Placements: Fixed, commercial destinations like store windows, LEDs, e-comm headers, and paid social ads. Tier 2: Organic Cadence: The calculated social output (usually 3–4 posts a week) is built on understanding your category’s fatigue rate. Tier 3: Opportunistic Catches (The Reserve): The essential "safety net" assets for last-minute billboards, gift cards, or holiday pivots. Resources Mentioned:The Shoot Architecture Workbook: Grab your free copy of the spreadsheet Arielle uses to plan 95+ assets per day. Includes the fatigue math calculator and asset matrix. 📌Link to Shoot Architecture Worksheet Key Takeaways for Brand Owners:If you commission creative work, stop asking "how much?" and start asking: What are all the placements for this campaign? What is our fatigue window for this category? What does the reserve layer look like? Are you ready to prioritise a spreadsheet before you make a moodboard?This episode is powered by Remy, the energy gummy designed to kill the 3 pm slump.Next Week on Process: We’re heading to Australian Fashion Week to talk brand architecture with the designers on the ground. Don’t miss it!.Join our community!  Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

From the editor’s desk at Harper’s Bazaar to the front lines of fashion tech and circularity, Kellie Hush has seen every evolution of the Australian style landscape. Now, as she leads the charge for a revitalised, newly not-for-profit Australian Fashion Week, Kellie is on a mission to bring the industry back to its roots: trade, community, and global recognition.In this episode, we pull back the curtain on the fashion festival to discuss the high-stakes business of the runway. Kellie gets candid about the lessons she learned from professional failure, the necessity of fantasy pieces, and why she’s trading the industrial walls of Carriageworks for the iconic backdrop of the Sydney Harbour.Inside the Episode: The Career Sprint: Kellie reflects on her journey from writing about "babies and dummies" at Practical Parenting to the helm of the country's most prestigious fashion titles. The Pivot to Not-For-Profit: Why the Australian Fashion Council took the reins from IMG to focus on supporting designers rather than corporate bottom lines. Trade Over Trends: A deep dive into the strategy of getting international buyers back to Australia and why our "lifestyle clothing" is our greatest global export. The Business of the Runway: The reality of show costs, infrastructure, and why some of those "money shots" on the runway never actually make it to the retail floor. Failure as a Credential: Kellie shares why her failed retail venture made her a better leader and more relatable to the designers she now champions. The New AFW DNA: Moving the "fashion walk" to the heart of the city and balancing avant-garde discovery with commercial viability. Join the Conversation:What part of Kellie’s Failure-to-Success story resonated most with your own creative journey? And are you excited about the move to the MCA and the harbour? Is Australian fashion finally getting the global credit it deserves?Let us know in the comments! Fashion Week Dates: May 11-15. See you in the front row (or behind the scenes)! Connect with Kellie:  Follow Kellie Hush: @kelliehush Australian Fashion Week: australianfashionweek.org The Volte : thevolte.com  The Seamlist: seamlist.com.au Join our community!  Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

In this episode of Process, Arielle Thomas speaks with Bianca Gregg, founder of Del Rainbow, about building a global fashion consultancy grounded in purpose and connection.Bianca shares how she grew Del Rainbow from the ground up, what most people misunderstand about retail partnerships, and why strong relationships, clear values, and long-term thinking matter more than ever in fashion.Whether you're building a brand, working in fashion, or navigating growth, this episode offers sharp insights on strategy, sustainability, and staying true to your vision.You’ll hear about:- What it really means to build a purpose-driven brand- The evolution of Del Rainbow and the services behind the name- Navigating retail partnerships with intention and strategy- Why sustainability is an ongoing journey - not a marketing tactic- How to lead with authenticity, even in a global industry- What makes Australian fashion brands stand out internationallyIf you’re a creative founder, brand strategist, or fashion industry leader, this episode is filled with honest insights you won’t want to miss.Connect with Bianca Gregg & Del RainbowWebsite: https://delrainbow.comInstagram: @delrainbowFind Bianca: @biancalouuFollow ProcessInstagram: @processthepodcastFollow Arielle: @arielle.thomasTikTok: @processthepodcastSubscribe wherever you get your podcasts!Sign up to the Cinema Thom newsletter at cinemathom.comThanks for watching! Like, comment and subscribe for more straightforward conversations with creative leaders.

To celebrate 100 episodes of Process, meet From Scratch - a limited-edition winter series hosted by Arielle Thomas of Process the Podcast and Elena Cameron of Adorer House.Each episode explores the creative legacy of one iconic cultural figure.In this two-part deep dive, Arielle and Elena unpack the influence of Sofia Coppola - the visionary director behind The Virgin Suicides, Lost in Translation, and Marie Antoinette, among others. They explore how her work transformed modern cinematic storytelling, reshaped the portrayal of girlhood, and inspired filmmakers, fashion designers and creatives across disciplines. Together they dissect Coppola’s distinctive style - from her curated soundtracks and minimal dialogue to dreamy visuals and intimate personal narratives - and reveal its ripple effects on Marc Jacobs’ campaigns, fashion in film, Tumblr-era aesthetics, and even the TikTok presence of Sofia’s daughter, Romy Mars.If you’re fascinated by art direction, mood-driven storytelling, world-building, or the delicate dance between beauty and substance, this episode is made for you.What you’ll hear:- The meaning of “beautiful cages” in Coppola’s films- How she reshaped the female gaze and cinematic softness- Girlhood, grief, loneliness and the longing to belong- Music as emotional storytelling- Fashion in film, Marc Jacobs, and moodboard culture- Navigating creative limitations and self-expression- Art as a way through identity and grief- Why Sofia Coppola still matters - and always willFollow ProcessInstagram: @processthepodcastTikTok: @processthepodcastArielle: @arielle.thomasElena: @elena__cameronSubscribe wherever you get your podcasts!Sign up for Process' new newsletter at cinemathom.com for exclusive behind-the-scenes access to From Scratch, guest episodes and SO much more!Thanks for listening - and happy 100 ✨