Director’s Brief – 10 Questions with Phebe Schmidt @ The Sweetshop

Director’s Brief: 10 Questions is Campaign Brief’s Q&A series spotlighting the broad mix of talent shaping Australia and New Zealand’s commercial directing scene. This edition features director and visual artist Phebe Schmidt. Represented by The Sweetshop, Schmidt’s stylised, character-driven approach fuses surreal glamour with sharp cultural commentary. Here, Schmidt answers CB’s 10 Questions…

Sum up your directing style in three words?

Obsessive, relentless, loving.
(Like a doting parent who’s just slightly too into their kid’s science project.)

Was there a specific ad that made you think, “I want to do this for a living”?

Mr. W is up there. Any ad that makes me think, that’s stuuuuupid. I love a stupid ad.

What’s your all-time favourite ad?

Friendshit – K Plus. No explanation needed.

Where do you go (or what do you do) when you need to recharge your creative batteries?

I’m a 60-year-old man at heart, so I’d have to say cycling with my 60-year-old best friend, Charles. We never deviate from the same 50km route.

Ever had a happy accident on set that turned out to be a game-changer?

I think I’ve only had one shoot that ran exactly to plan—down to the minute (weird). Every shoot, you inevitably have to think on your toes and adapt. Sometimes, after all that planning, a happy little mistake or fresh perspective is exactly what it needs. I like being proven wrong (within reason lol), especially when it leads to a smarter, funnier, or more effective execution—whether that comes from a runner, a crew member, or a client. If everyone’s in it for the same reason—to make a great bloody ad—then it’s easy to listen, pivot, and make something better.

If you could direct a dream ad for any brand, which one would it be?

My dream ad isn’t tied to a brand. It’s about finding the right team—a brand that’s open to doing something a bit off-centre with a strong idea. Creativity should drive effectiveness, but if we can do that while making people laugh, cry, stop, think? Dream gig. So really, the dream brand could be anything from a tax accountant’s office to Porsche.

What’s the best advice you’d give to someone trying to get into directing ads?

Don’t be afraid to ask questions or own a mistake—no one has all the answers. Surround yourself with good people, build a crew that makes you feel comfy and supported, and be prepared for the long game.

What are your top 3 ads you’ve directed?

Flybuys ‘Don’t Buy It. Flybuy It.‘
Mountain Goat ‘Bedroom‘
The Monthly ‘It’s Not All Noise‘

(Like all directors, I hate my past work and simply must keep making things until I’m satisfied. So… never.)

To view Phebe’s work, click here.

To work with Phebe contact Edward Pontifex at epontifex@thesweetshop.tv or Greg Fyson at greg@thesweetshop.tv.