Worki.Commercial content · Production
Urban List commercial content, produced
Commercial content for national brands, from the first shortlist to the final case study. I write it, plan it, help shoot it, and report on what it did.
Call sheet
- Role
- Creative Commercial Producer
- Dates
- August 2026 – present
- Brands
- ING · RedBalloon · Westpac · Homebuyers Centre · City of Perth
- Make
- Carousels · captions · EDMs · HUBS copy
- On set
- Shoots · call sheets
- Strategy
- Case studies · business analysis · event development
The context
Urban List publishes city guides to food, drink, culture and things to do. Its branded content has to sound like Urban List while doing the job the brand is paying for.
I work across the whole cycle. Research and outreach at the start, content and copy in the middle, shoots and call sheets on the day, then case studies and reporting once a campaign is live.
What I make and run
I’ve produced across nine commercial content campaigns for brands including ING, RedBalloon, Westpac, Homebuyers Centre and City of Perth. This is the work I carry on them, laid out the way a production board would be.
i.Content
Carousels and captions for Urban List’s social channels.
EDMs for brand campaigns.
Written copy for Urban List’s HUBS.
ii.Production
On set at shoots, with the call sheets I prepare.
Production timelines and deliverable tracking.
Updating client-facing decks and presentations.
iii.Research
Talent and creator shortlists across Melbourne, Sydney and Brisbane.
Creator research in New Zealand and Singapore.
Audience and cultural trend research for producers and strategists.
iv.Outreach
Built and ran outreach to 31 organisations and 17 community groups for Westpac’s women-led business campaign.
v.Strategy
Strategic case studies on campaigns.
Business analysis and event development.
Research into lower-lift, repeatable activations.
Strategy and event development
Alongside the campaigns, I work on the business side. I look closely at how Urban List’s events come together, think creatively about where they could go, and turn that into a direction the business can build on.
That work is now shaping the business’s next steps.
- i.Business analysisHow the work is structured, and what it takes to deliver
- ii.StrategyWeighing the options and recommending a direction
- iii.Creative thinkingNew ideas for what the events could become
- iv.Event developmentNow underway across the business
Shortlists across cities
National campaigns need local faces. Shortlists from different cities have to be easy to compare, so producers can choose quickly and brands can see why.
Melbourneshortlists Sydneyshortlists Brisbaneshortlists New Zealandcreator research Singaporecreator research
By the numbers
- Carousels, captions, EDMs and HUBS copy
- Shoots and call sheets
- Talent research, shortlists and outreach
- Campaign case studies, business analysis, strategy and event development
9
commercial content campaigns
48
organisations and community groups reached for Westpac (31 + 17)
Delivered
5
cities and countries in talent and creator research
Delivered
vi. In short
From the first shortlist to the final case study, I know where every part of a campaign is up to, and I keep it moving.