Co.Lab Space

BTS of our recent shoot with the team at SkinIQ Face Laser Headspa in Camden.

Something I always say is that you can’t tell a story you don’t understand. And this shoot reminded me why that matters so much.

Julie and her team took the time to walk us through their services properly. Not just what they do but why it matters and who it’s for.

Electrolysis was one that really shifted something for me. I always thought of it as just hair removal. But Julie showed us real examples of women who deal with the severity of facial hair and what that actually does to their confidence day to day. Some actually come in crying because they don’t know what else to do. When you understand the real pain behind something, you can tell the story of how it helps in a way that actually lands.

Same with the hair loss content we shot. Being mums ourselves, we didn’t need much convincing on that one. We already knew that feeling. And that’s exactly what made it easier to shape the story in a way that speaks to the right women.

On top of all of that, Skin IQ fed us mid shoot . Last time it was pizza. This time it was dumplings. The most delicious dumplings. I can’t seem to find a page to tag, but it’s was called DUMPLING BAR, apparently next to Cole’s in Camden.

Not all clients are like this. Some just want you to show up, point a camera, and produce something great without ever giving you the context behind what they do. But the ones who take the time to bring you into their world first, those are the ones where the content actually means something.

Grateful for clients who collaborate over dictate🤍 and ones that just make shoot day fun! (Fist pumps to Sarah)

One thing you’ll quickly learn about me is that I don’t mind looking a little crazy if it means creating something memorable.

The goal of social media isn’t just to post content.

The goal is to stop people scrolling.

Because if your content looks exactly like everyone else’s, why would anyone pay attention to it?

So when I had an idea that required a suitcase and a box cutter, I did what any reasonable content creator would do…. I drove to my parent’s house .

Now, if you know Asian parents, you know they never throw anything away.

I was pretty confident they’d have something old enough and useless enough for me to destroy.

Sure enough, they disappeared into the basement and came back with a suitcase.

“Here, take this one. The wheels don’t work anyway.”

Fast forward to the night before the shoot, and I’m standing in my hallway cutting the bottom out of it.

… that’s often what creative content strategy looks like behind the scenes.

The ideas that grab attention, create engagement and make people stop scrolling don’t always start out looking sensible.

Sometimes they start with pole removal and a suitcase that has seen better days.

✨Be sure to follow along for the final result.

And if you’re looking for social media content, content creation or a content strategy that doesn’t look like everybody else’s, send us a message. We’re sydney’s “hidden gem” version of a marketing agency 😝😝 We’d love to help bring your next crazy idea to life.

Behind the scenes of our June campaign shoot with , a luxury headspa and beauty clinic in the heart of Cabramatta.

One thing we really wanted to lean into for this campaign was LOCATION. Instead of hiding away on a quiet street somewhere, we wanted to embrace the energy and identity of John Street itself.

Because if you know Cabramatta… you know John Street is iconic.

The movement, the culture, the chaos, the lights, the people , it all became part of the story and backdrop of this campaign.

Content days always look glamorous online, but behind the scenes it’s a lot of fun too! creative direction, reshooting tiny details, moving through crowds, chasing light and trying not to get cleaned up by Cabra traffic 🤣

Big shoutout as well to the team at .co for their contribution and helping bring the vision together.

Make sure you’re following along for the final edit… dropping soon 👀