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Ash Johnson

@ashin_johnson

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BUILDING BRANDS WITH CREATIVITY & PASSION
FOUNDER | CREATIVE DIRECTOR
@lumeproductions.au

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SOME PLACES JUST FEEL LIKE HOME 🤍

@mercato_88 is my favourite Italian spot in all of Australia. It’s where I get my coffee every morning, where I go for a glass of wine on a Friday, and where I’m always greeted with the kind of warmth that makes you feel like you belong.

It’s never just been about the food. It’s the way they look after you, the little conversations, the familiar faces, and the love they put into every single thing they do. From the coffee to the produce, everything feels so personal. Every time I walk through those doors, it feels like coming home.

So when they officially opened their beautiful new restaurant @imma.adl , I felt genuinely honoured to be there and experience it. The food was incredible, the experience was something special, and the hospitality was everything you’d expect from people who put so much heart into what they do.

It reminded me of something I’ve been thinking about a lot lately.

Life is about finding your people. Finding places where you feel welcomed, where people remember you, where you’re looked after, and where you can simply be yourself.

Because the best places don’t just serve you food. They make you feel something. They make you feel loved. They make you feel at home.

And I think that’s what community is all about. 🤍

@mercato_88
@imma.adl
@chefnickbergin by @ashin_johnson

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16 hours ago

It’s the little things & people, always. by @ashin_johnson

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7 days ago

This one was such a fun one to bring to life for @southaveofficial

We had the opportunity to work alongside the South Ave crew to bring their Sour Cola launch campaign to life, and honestly, it was such a fun project to work on.

Shooting with the South Ave team was amazing. They had such a clear vision for the campaign, and it was so exciting to take that vision and turn it into something real.

So proud of how this one came together and of everyone who was involved in making it happen.

Big love to the South Ave crew for trusting us with the vision. 🤍

@lumeproductions.au
CREATIVE MARKETING & PRODUCTION HOUSE by @ashin_johnson

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24 days ago

The most important thing to me has always been giving back.

Building Lume isn’t just about creating cool work or working with great brands. It’s about using what we do to support people, causes and the community around us.

I’ve always believed that if we’re lucky enough to have the opportunity to build something, we should also use that opportunity to give something back.

Our journey with Channel 9 has been something I’m genuinely so grateful for. The team has been incredible, and the support they’ve shown me and Lume has meant a lot. It’s been amazing to build a relationship with people who genuinely care about the community and the work they’re doing.

It started with producing the TVC for City-Bay Fun Run for a Reason, supporting women and children at the Women’s & Children’s Hospital.

Being part of something that has such a real impact was incredibly rewarding. Knowing that the work we created could help bring attention to a cause that means so much to so many people made the project feel very different.

And now we’re back again, this time capturing another activation at the Royal Adelaide Show. by @ashin_johnson

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a month ago

The months are stacking up, Lume is bringing in more opportunities, and everything is flying.

It’s crazy to look back and see how quickly things are moving. by @ashin_johnson

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Sometimes I look back and think about the younger version of me who had no idea where this journey would take him.

I didn’t have everything figured out. I just knew I loved creating. I loved telling stories, building things, meeting people, and turning ideas into something real.

There were plenty of moments where I questioned myself. Moments where things didn’t work out, where I had to start again, and where giving up probably felt easier than continuing.

But I kept going.

I kept choosing the thing I loved, even when the path wasn’t clear. I kept learning, taking risks, making mistakes, and putting myself out there.

And somehow, that journey brought me to a moment like this, being invited as a guest speaker to sit in front of young creatives and entrepreneurs and share the lessons I’ve picked up along the way.

That was a pretty surreal feeling.

Because I remember being that person. Dreaming about what life could look like, wondering if I could actually make something of myself, and hoping that one day all the hard work would mean something.

Today, I got to tell them something I wish my younger self could have heard:

Choose what you genuinely love. Choose the life you actually want. And when you find it, don’t walk away just because it gets hard.

Keep going.

You never know how far that one decision can take you.

Walking out of that room, I couldn’t help but think…

My younger self would be pretty damn proud. 🤍 by @ashin_johnson

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Take the risk. Dream big📈

Because sometimes the biggest thing standing between you and the life you want is the fear of taking the next step.

There’s no perfect time. No guaranteed outcome. No roadmap that tells you it’s all going to work.

You just have to back yourself enough to start.

Bet on the idea. Bet on the vision. Bet on yourself.

The risk might scare you now, but imagine looking back one day and knowing you never gave up on the dream. by @ashin_johnson

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2 months ago

One of the hardest parts of building @lumeproductions.au was never the production, the clients, or even the creative work.

It was building the team.

Learning how to lead people, bring out the best in them, make the hard decisions, and still be a good friend at the end of the day.

Because when you build something from the ground up, the people beside you become more than just a team. You grow together. You celebrate the wins together, deal with the hard days together, and sometimes have the uncomfortable conversations together.

I’m still learning what it means to be a great leader.

But one thing I’ve realised is that leadership isn’t about having all the answers. It’s about creating an environment where your people can grow, feel valued, take ownership, and become better than they were yesterday.

Building LUME has taught me a lot about business.

But building this team has taught me a lot about people.

And honestly, that’s probably been the hardest and most rewarding part of the journey. 🤍 by @ashin_johnson

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This campaign we did for @saego_clothing was another one of our favourites!

Another crazy piece of work in the world of Lume. It’s amazing to see how it all came together.

Shooting the entire campaign in a different country while maintaining the same visual quality we strive for was probably the biggest challenge and the team absolutely killed it.

So proud of what we’ve created together.

None of this would be possible without our amazing team. I’m so grateful for the people who continue to show up, create, push the limits and make things happen.

And I’m just as grateful for everyone who’s been here supporting us along the way. by @ashin_johnson

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