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Moving the needle with problem-solving content 😌

Arielle opens up about her approach to video strategy, human psychology, and how to make sure content actually converts.

The episode is now available anywhere you get your podcast!

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When cancer runs in a family, questions about what it may mean across generations can be deeply personal.

In chapter one of The Inherited Cancer Experience, Molly, Simone, John and Meriki share how inherited cancer risk became part of their family stories.

Talking openly within families can be difficult, but as Simone says, “Being honest is absolutely the kindest thing to do to your kids.”

With clear information and the right support, these conversations can feel a little easier.

Watch the full chapter and explore evidence-based resources, including our new guide to understanding your family history of cancer, through the link in our bio.

#TheInheritedCancerExperience #InheritedCancer #LivedExperience #FamilyConversations

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Six hours. Sitting outside Kmart. Just watching people shop 😂

Sometimes the best market research isn't a survey, it's just sitting back and watching real behaviour unfold. This episode gets into why stores like Kmart have such a grip on shoppers, and honestly the stories that came out of it were too good not to share.

Full episode is live now, comment ARIELLE to listen

#thatfckingmarketingpodcast #ConsumerBehaviour

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Today, we’re launching The Inherited Cancer Experience, a national, lived experience-led initiative about what it can mean when cancer risk runs in a family.

It brings the complex and often invisible parts of the experience into the open and offers practical support shaped by our community.

Someone living with inherited cancer risk may recognise a feeling they have never been able to put into words. Practical resources can help them understand their options, ask questions and make decisions that feel right for them, now and over time.

The next person facing something similar will be able to hear from others who have been there, find clearer information and have somewhere to turn.
Someone outside this experience may better understand what inherited cancer risk can mean for a person and their family, and respond with greater empathy.

The more people who understand, the less invisible this experience becomes and the less alone our community can feel.

That is the heart of The Inherited Cancer Experience.

For more than a decade, ICA has supported people navigating inherited cancer risk. Those years of support and the knowledge shared by our community shaped every part of this work.

Fourteen community members generously shared their experiences on camera. Many more gave their time and insight behind the scenes, helping guide the work throughout.

Over the coming weeks, we’ll share highlights from the 10 video chapters, written stories and practical resources.

Explore The Inherited Cancer Experience in full through the link in our bio.

Thank you to every community member who contributed, our production crew and Cancer Australia @cancer__australia for making this possible.

This national initiative is funded by Cancer Australia to support the delivery of the Australian Cancer Plan and the National Framework for Genomics in Cancer Control.

#TheInheritedCancerExperience #InheritedCancer #LivedExperience #InheritedCancersAus

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The easiest day of work with @jheuston 🎬 Directing @diorbeauty for @gqaustralia

Ft. @lauzieeejane and @rhys_warren 🥰 @cinema_thom

#grwm #diorsuavage #director

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Double Bay recently hosted @arielle.thomas @processthepodcast’s monthly meet-up, bringing together women across the creative industries to connect beyond the podcast.

What started as conversations around creative entrepreneurship has grown into a community of women sharing ideas, swapping advice and helping each other navigate the industry.

📷: @Cinema_thom

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Aussie beach babe @billiejeanhamlet

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Comment ARIELLE and I’ll send you the link to listen.

Going viral is great. But generating sales is a whole other story.

This reel went viral and had over 2 million organic views but had no celebrity, expensive production or trending dance. She literally stood in her living room demonstrating a portable dryer that looked like an alien.
So why did it work? Because she wasn’t selling a dryer.
She was solving the 11 pm panic of realising the shirt you need tomorrow is still sitting in the washing basket.
Arielle Thomas is the Creative Director behind campaigns for Vogue, Cartier and YSL and the genius team at Cinema Thom who created a UGC campaign for Anko (Kmart) that drove millions of organic views.

In the full episode, we talk about:
🎙️ The formula behind Kmart’s TikTok growth and sales strategy
🎙️ How to make people feel like they need your product
🎙️ How to make beautiful content that also generates sales
🎙️ Why making things ‘pretty’ could be killing your campaign performance and what to do instead
🎙️ Where AI helps production and where it gives your consumers the ick.
🎙️ The “pulled pork” method for squeezing every drop from your creative budget

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Comment ARIELLE and I’ll send you the link to listen

Most brands wait for good UGC to appear
Arielle Thomas is the Creative Director behind Vogue, Cartier and YSL and the genius team at Cinema Thom who created a UGC campaign for Anko (Kmart) that drove millions of organic views.

But it wasn’t your traditional UGC campaign, they curated every single one to be something that was designed to generate results.
We talk about

🎙️ How to make sure your ‘pretty’ content actually generates sales
🎙️ The 80/20 method for testing bold ideas without blowing your budget
🎙️ Her “pulled pork” strategy for extracting more value from every shoot
🎙️ What brands get wrong when briefing creative agencies and internal teams
🎙️ Why polished content can still do absolutely nothing for sales

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Putting together your entire body of work might be the most dreaded task in this industry. I’ve spent the last few weeks trying to figure out why 😅

I’m Arielle. I run a 7 figure content agency with an offshore team and a couple of local contractors. Some days I’m just a mermaid with a laptop. Opportunities keep knocking, a lot of them, but there’s a problem underneath all of it.

Why do we find it so hard to post our own work, when we spend every day showcasing everyone else’s?

Here’s what I’ve landed on so far. One piece of work is a brief. Someone asked for a specific look, a specific feel, and you’re answering that problem. But your whole body of work has no brief. No way to refine it based on who’s looking or what they have in mind. It’s judged against everyone else’s entire career, not one project. That part is terrifying.

I’m diving into this properly over the next few days, because my team and I are recalibrating the whole of Cinema Thom.

Follow along. Until then, forehead kiss. You’re doing great, because most people don’t even try 😘

#CinemaThom #CreativeAgency #FounderLife #BehindTheBrand ProductionCompan

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