In Feature 039 of ‘Conversations Behind The Campaign,’ we sat down with Mel Walker, a multidisciplinary creative specialising in both still and motion content.
Driven by a desire to create the kind of work she wants to see in the industry, Mel translates each brand’s identity into original, refined, and narrative-led visuals. Together with her partner Zak, she has built an impressive portfolio collaborating with leading consumer brands including rhode, TUMI, Dior Beauty, Set Active, and NARS.
In our conversation, Mel reflects on how creative boundaries can fuel originality, the importance of staying open as ideas evolve, and the power of carving out time to think – and seek inspiration beyond social media.
Did your love for storytelling through visual mediums start early in life, or has it been something that’s evolved over time?
Always evolving. Truly feel it won’t stop evolving- in the past few years I’ve found different ways to express my vision.
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“I love to explore storytelling inspiration through a wide spectrum of mediums across different industries.”
Whether it’s through random in person experiences with architecture and urban design/experiential art all the way through to the close industries such as cinema, tv, photography, physical art, graphic design, etc.
I’ve always had a deep appreciation for commercials that are so well done that they completely transport you- making you forget the TV show you were watching as you become immersed in a story distilled into a 10-second ad spot.
Your resume spans video production, creative direction, visual effects, and photography just to name a few. How have you learnt and refined your craft over time?
I always feel super lucky that my partner Zak and I get to work together as a creative duo. We’ve honestly learned so much through trial and error, and we love experimenting with new ideas. Even when they feel like a stretch, pushing ourselves out of our comfort zone has been SO rewarding.
As we explore the different parts of the process, we bring what we learn from one stage into the next, which helps us better understand what’s possible. Knowing what goes into each stage (concept, direction, props, styling, shooting, editing, sound design) also gives us a deeper appreciation for the entire process.
What’s your process when conceptualizing a shoot? Does it start with a story, a mood, a visual reference – or something entirely different?
The process can vary greatly from project to project. Sometimes there is an instant spark when getting contacted for a project. Sometimes it starts with a supplied reference that sparks a mood, other times from a prop find that becomes the anchor for the entire visual.
From there, we collaborate closely on moodboards, refining and narrowing ideas until everything feels cohesive. Typically Zak and I will come up with an idea(s) solo and then come back together and chat about the concepts.
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Sometimes those ideas will merge together and we’ll begin executing. Sometimes the idea will be something brand new that we’ve never thought of before, or there could be a concept that I’ve been wanting to bring to life for quite some time that finally fits with the brand.
Once the direction is determined, execution begins. Sourcing or creating props, choosing the right location or environment, and determining an overall feeling we want portrayed. Every detail is considered to ensure the vision feels super intentional and complete.
For brand collaborations, how do you find the balance between a client’s brief and your own creative instincts? Where do you think the sweet spot lies when it comes to creative freedom and brand alignment?
Creative constraints and boundaries are super important for creativity, it makes you think of ways to satisfy all sides and makes yourself work harder for an idea/direction which can be way more satisfying seeing it come to life.
Finding the sweet spot of something that resonates with me but also is brand aligned is such a great feeling. Treating each brand like an individual and understanding their vision and how they want to be represented in the world is important and such an honor to help represent.
Where do you draw inspiration from?
Inspiration is all around.
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Allowing yourself to be inspired at all stages of the process is the best method, and allowing flexibility with the idea. The first idea isn’t always the best idea – it’s important to allow the idea to evolve and grow naturally.
Always be aware of your surroundings and notice things when you’re on walks, in stores, watching movies etc. Inspiration can also come from prop sourcing, sound design – not always necessarily from visual cues.
Save every little thing that inspires you and save it for later. One day it might be the perfect time to go back on these ideas. Seeing something and feeling “this could totally work / be applied for this project”
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Subtraction is an important method in the process. You only have a short opportunity to get an idea across and understanding which parts represent your idea and which ones don’t is important.
How have you grown your business to the point of working with brands like rhode, Nars, Goop, Set, Dior Beauty & Tumi?
Pinch me!!!! Honestly, just stepping stones – one thing leads to another in unexpected ways. Really just showing our work, experimenting with new ideas and seeing if it sticks. You won’t know unless you try! People are always watching, so make your art and let people into your creative brain!
Create what you want to create
“If there’s a book you want to read, but it hasn’t been written yet, then you must write it.”
– Toni Morrison
Don’t be fooled though – it didn’t start smooth sailing! At the beginning – which was now a few years ago – we were trying to find our footing. We would pitch to land a project and would send full video treatments to see if that worked. We are so fortunate for the clients who trusted us early on. We feel very lucky that we get to do what we love every day and have grown such an incredible list of clientele!
You work with so many incredible brands, producing distinct, ‘on-brand’ and artistically-led content. How do you stay creatively inspired and ensure each project feels unique?
It’s so great to hear this! We’re constantly striving to create work that not only excites our clients but also inspires their audiences. Our love for various styles of content drives us to keep pushing boundaries. With each project, we ask ourselves: how can we improve on the last one? What new props can we build? What big ideas can we bring to life – even if they’re challenging or completely new to us!
Looking through our portfolio, you’ll notice threads of evolution between projects, but we approach each one as a fresh canvas with its own unique story.
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Another way we stay inspired is by stepping back from the constant cycle of consumption. If we only focus on what everyone else is creating, how can we expect to make something different? Sometimes the best ideas come when you give yourself space to think away from the noise.
Do you have a favourite project to date?
How do I pick one!! I love each of my babies for its own unique reasons. That’s why I love that we focus on every project being so different!
I especially loved creating the Haus Labs Europe Launch video! So much went into this from sourcing a conveyor belt, props, + creating the custom light up panel to finish off the video. After 6 months, it’s still a video I get questioned about all the time! Love the quirkiness but also the clean feel. I love a little quirk moment!
\What is your favourite part of working in the field you do?
What excites me most about the creative process is the journey from concept to execution. Taking an idea, working on it and then watching it come to life exactly as we envisioned (or sometimes in ways we never expected).
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There’s something magical about starting with a plan, but allowing it to evolve in the moment, leading us down new + surprising directions!
I love that we’re not boxed into one niche, it keeps things exciting and gets our creative brains running! We push ourselves to create everything “in camera” which makes this even more rewarding.
What has been the biggest challenge in your career and what advice would you share with someone going through something similar?
SO grateful for the career we’ve built, but as many business owners and creatives will understand, the balance between personal and professional life can definitely merge into one another.
When you’re passionate about what you do, it’s tempting to never fully switch off, even when there’s an exciting email or major project you’re working on. That’s why I feel taking moments in your day to step away is super important for the creative flow and to bring in new ideas.
Where can our audience follow and engage with you on social media?
You can find me @melwalkerrr on Instagram and @melwalkerrrr on TikTok
