Director’s Brief: 10 Questions with Tracey Lee Hayes @ Guilty

Director’s Brief: 10 Questions… is a new Q&A series from Campaign Brief that shines a spotlight on the broad mix of talent shaping Australia and New Zealand’s commercial directing scene. This time, we sit down with Tracey Lee Hayes, a well established stills photographer who is now making moves in the motion world. Guilty are proud to support an edgy talent like Tracey, with their innovative, cost effective approach to creating entertaining creative content.

 

Sum up your directing style in three words?

Emotive, collaboration and detailed

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

Not exactly, but I realised early on that I’m, above all, a visual communicator and storyteller—so much so that my other senses felt secondary. The ads that truly opened my world were Levi’s commercials from the late ‘80s and ‘90s. Fashion has always been central to my career, and those nostalgic campaigns—with effortlessly cool talent and iconic soundtracks—inspired me to be part of that world.

What’s your all-time favourite ad?

Gosh that’s such a hard question, but the first one that came to mind is the iPhone 14 action mode ad with the mum running alongside her son. Firstly, the camera technique is engaging, the pace changes and cuts work so cohesively. The basic human emotion of mother/child behind it is relatable to most of the audience, it’s that a parent will do anything for their child. However this is where the idea is super clever as it also brings to our attention the cultural shift with phone users – The complete disregard of everyone around them in capturing their own “moment”. And hence creating so many haters of this commercial.

In your experience, what’s the secret to a smooth director-agency-client vibe?

Listen and consume, in my experience when people feel heard and understood they are more trusting. And most importantly, being authentic, I like good energy on set so do my best to create an environment where people feel relaxed and are enjoying the process.

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

Depending on how long I have! If it’s short, it’s usually a shower, maybe it’s the running water but I have a lot of creative ideas in the shower. If I have longer, it’s with horses. Being in that environment is so freeing for me, and keeps me in the moment.

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

Many years ago I was assisting an international stills photographer and he had forgotten his glasses. He passed me the camera and asked me to start shooting while he directed the talent. In that moment I realised the relationship the director/photographer and talent have, makes all the difference to the end result.

What’s an up-and-coming trend in commercial filmmaking you’re pumped about?

I feel there’s so much innovation happening in the industry but I’m excited to see more one-shot films and how the series Adolescence will impact commercials. I also love seeing more women getting creative opportunities and recognition in the industry and how that is diversifying content.

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

I don’t think it’s about a particular brand, it’s about the idea, but it would be in a remote location and of course involve horses!

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

Be yourself and know your strengths.

What are your top 3 ads you’ve directed?

L’Oreal Paris – Age Perfect Campaign
Myer – Chloe and Lola
Target

For any enquiries, please contact Tori Schaw on tori@guiltycontent.com.