Process The Podcast

Aila Morin is the founding Chief Marketing Officer of Merit Beauty, one of the fastest-growing brands in the beauty industry. On this episode of Process, host Arielle Thomas sits down with Aila for a rare, in-depth conversation about brand building, marketing strategy, and product development, from Merit's earliest days as an anonymous Instagram account to its most recent Clean Volume mascara launch.Aila walks through how Merit built a loyal community before the brand even had a name, why the company skipped paid advertising entirely for its first four months, and how a single UX fix increased sales by more than 100%. She also gets candid about product failures, the emotional weight of building something people trust, and why Merit has no interest in using AI in its creative process.This conversation covers founder transparency, marketing strategy, brand building, product development, and the beauty industry from the inside, a masterclass for anyone building a brand, working in marketing, or curious how one of beauty's most consistent companies actually operates day to day.INSIDE THE EPISODE:00:00 — Intro00:38 — How Merit Came to Be03:15 — Finding the White Space in Beauty05:10 — Building a Brand That Doesn't Need the Product07:17 — Learning to Sell from the Shop Floor09:46 — The Secret Instagram Account That Became Merit11:33 — Skipping Paid Ads for Community as a Focus Group13:12 — Why Great Brands Aren't Built on Virality16:59 — Reinventing the Foundation Stick22:13 — Data Over Market Reports: Building Clean Volume26:11 — The Kaizen Approach to Product Development29:24 — Story First: How a Launch Actually Gets Built34:15 — Why Merit Never Starts With the Grid35:20 — Casting With a Story: Whitney Leavitt & Karen Pittman38:10 — Self-Doubt Behind the Confidence40:28 — Owning Polarizing Reviews42:17 — What Hasn't Worked44:30 — The Unglamorous Reality of Running Merit46:22 — Building a Brand That Lasts 100 Years49:00 — Clean Volume's "See to Believe" Sampling Strategy50:37 — The Future of Social & Why No AI Creative52:41 — Arielle's Personal Encounter With Merit55:36 — Beauty: Shame vs. BelongingConnect with our Guest:• Aila Morin on Instagram: @ailamorin• Merit Beauty on Instagram: @merit • Website: meritbeauty.com Enjoyed this Episode?Join our Community!• Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠: • Us, on Instagram,⁠ @processthepodcast •Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com

Your showreel might be quietly costing you clients, and no one's telling you that.In this solo petite episode, host Arielle Thomas walks through the exact framework she's using to recalibrate Cinema Thom: why clients now hire for problem-solving over taste, the real difference between a showreel and a case study, and the asset-mapping system replacing both. Part life update, part masterclass in founder transparency; including the six months she went quiet online, why that was a mistake, and the Tyler the Creator clip that changed how she thinks about promoting her own work.In this episode, you'll learn:The real difference between a showreel and a case study and why clients now expect bothHow to build a campaign asset map (Arielle's own team framework)Why "Rome wasn't built in a day" should be a content strategy, not an excuseThe system Arielle's team uses to keep posting consistently without her being the bottleneckINSIDE THE EPISODE:00:00 — Intro00:43 — Why Clients Hire Me Now02:54 — Showreel vs. Case Study, Defined03:35 — Building the Asset Map05:15 — Put Out Your Work (Tyler the Creator clip)06:19 — Systems & Processes08:15 — Behind-the-Scenes Beats the Hero Shot09:15 — The Recalibration Roadmap11:04 — Who Do I Want to Be?12:12 — Closing & CommunityEnjoyed this Petit? Join our Community!Cinema Thom: @cinema_thom ( https://bit.ly/4fwwZI7 ) Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby)Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl)Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf)Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please get in touch with hello@cinemathom.com

"If people want to work with you, they're going to find you. So you've just got to create the work, be aligned with your own taste, and put it out there." — Ali MittonFrom a darkroom in the Gold Coast to shooting global campaigns in Los Angeles, photographer Ali Mitton has built an undeniable, sun-drenched career capturing freedom, raw movement, and elevated beauty. But what happens when the high stakes of commercial advertising pull you away from your artistic centre?In this incredibly raw and transparent conversation, Ali opens up about building massive relationships with legacy brands like CoverGirl and Aerie, navigating the toxic comparison loops of Instagram, and how a devastating personal crisis, losing her dream home in the 2025 LA wildfires, sparked an existential creative reckoning. We dive deep into the differences between the Australian and American industry landscapes, the realities of high-stakes commercial sets, and why true artistry requires the courage to say "no".INSIDE THE EPISODE: 00:00 — Intro04:32 — Owning the Title Before You've Earned It07:46 — Protecting Your Signature as Jobs Get Bigger12:06 — The No-Retouching Era16:16 — Getting Dropped21:10 — How Dream Clients Actually Find You24:35 — Shooting Playboy for the Female Gaze28:29 — Legacy Clients, Celebrities & Managing Egos34:35 — Being the Client for Once36:55 — Losing the House in the LA Fires43:45 — Learning to Say No48:04 — The Impossible Shot List57:51 — Beauty's Nostalgic Rewind1:01:28 — Instagram Rewind: Behind the ShotsConnect with our Guest:Ali Mitton on Instagram: https://bit.ly/4vLjmuR Website: www.alimitton.com https://bit.ly/3T12QJjEnjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ https://bit.ly/4v21hbyUs, on Instagram,⁠@processthepodcast https://bit.ly/4xJ1EKlWhatsapp Community @processthepodcast https://bit.ly/44pdcFfFollow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual references. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com

"If everyone draws from the same pool of images, but they don't know why they're drawing from that, the work becomes the same." - Zoë YaseminWelcome back to Process the Podcast. This week, Arielle sits down with Dutch-based creative director, researcher, and the brilliant mind behind the viral, globally ranked Substack: The Art Direction, Zoë Yasemin. While previous guests have masterfully explored the mechanics of still-life curation and multimedia stop-motion, Zoë's strength is the depth of her reference pool. In this expansive dialogue, Zoë and Arielle dissect "aesthetic flattening" - the dangerous cultural cycle where creators pull from the exact same surface-level internet algorithms, leading to an inevitable sameness in modern brand output. From bidding on rare, vintage indie magazines on eBay to studying the historical representation of the female form, Zoe shares an elite masterclass on how to bridge the gap between a beautiful mood board and world-class execution.Inside the Episode:00:00 — Intro 05:22 — Decades of Visual History11:43 — What is True "Taste"?17:10 — The 57K Substack Secret Blueprint22:53 — Sourcing References Beyond Pinterest28:22 — The Visual Curriculum Framework33:10 — Finding Unexpected Creative Fuel38:10 — Heritage Brand World-Building43:49 — Inside a 3-Day Editorial Marathon49:04 — Embracing Human Craft Over AIConnect with our Guest:Zoë Yasemin on Instagram: https://bit.ly/3TixD4kThe Art Direction School on Instagram: https://bit.ly/4vgZgrZArt Direction on Substack: https://bit.ly/4gsNWp3Enjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby)Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl)Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf)Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For copyright inquiries, please contact hello@cinemathom.com

"The reason why I want to instill you guys to care about this... is not because I want you to care about basketball. It's because I want you to care about the shape of the story. It's the unglamorous, the hours and hours and hours that go into unrewarded work." — Arielle ThomasWelcome back to another episode of Process the Podcast. We are sliding right back into the studio this week, and the way we are looking at our craft is getting a little bit sharper.In this unfiltered, solo Petit, Arielle steps directly up to the microphone to strip away the soft, algorithmic romanticism of the creative life. This episode drops a massive operational framework: creatives must think and work like high-performance athletes to truly get ahead.Pulling structural parallels from the historic 53-year championship wait of the New York Knicks, Jalen Brunson's relentless work ethic, and Kobe Bryant's obsessive midnight training methods, Arielle breaks down how to navigate the modern wave of AI slop and self-optimisation burnout. This is a raw, grounded look at how to get excited about the unglamorous reps, master the actual volume of your craft, and build an unbreakable work ethic when absolutely nobody is watching.Inside the Episode: 00:00 Resetting the Outlook: The Creative Entrepreneurship Shift 02:04 The New York Knicks & The Half-Century Wait for Greatness 04:24 The Myth of the Short-Cut: Fighting AI Slop with Athlete Logic 07:51 The Unglamorous Reps & Staring Down Unrewarded Work 09:43 Borrowing the Engine: Inspiration vs. Disciplined Refusal 11:01 Kobe Bryant, Michael Jackson, & The Strategy of Deconstruction 13:50 Mastery in Volume: The Truth of the 10,000-Hour Privilege 17:16 Audacious Thinking & The Quest to Build the Best Creative Podcast 18:50 The Toxic Optimisation Wave: Resisting Algorithmic Laziness 21:51 Romanticising the Boring: Stripping the Workspace Back to the Greats Enjoyed this Petit? Join our Community! Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby) Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!

"You had an idea every ten seconds for Vogue. You can have an idea every ten seconds for yourself." - Kirstie ClementsWelcome back to Process: Encore. In this archival series, we bring forward the timeless dialogues that laid the groundwork for Process. This week, Arielle revisits a deeply layered, expansive conversation with best selling author, journalist, and legendary former Editor-in-Chief of Vogue Australia, Kirstie Clements.Kirstie's 27-year trajectory at the absolute pinnacle of fashion publishing is a masterclass in creative longevity. Starting on the reception desk at age 23, she scaled the masthead to lead the iconic title through nearly thirteen years of epochal cultural shifts, international coups like anchoring Karl Lagerfeld's guest editorship and massive corporate evolutions. In this honest session, Kirstie unpacks what happens when you step out of a rigid corporate cocoon, how she completely shed the heavyweight skin of public expectation, and what it truly means to safeguard your innate creative power.Inside this Episode:  00:00:00 - From Vogue Receptionist to Editor in Chief: A look at a legendary 27-year trajectory, proving why mastering the unglamorous nuts and bolts of an industry scales creative longevity. 00:06:29 - Building a Vision for Australian Vogue: Navigating the intricate tightrope between corporate commercial profitability and world-class aesthetic execution. 00:12:51 - Karl Lagerfeld Guest Edits Vogue Australia: An inside look into the complex, midnight operational choreography of securing one of fashion's biggest editorial coups. 00:14:45 - Lessons from Fashion Legends: Unpacking the relentless stamina and surprisingly unpretentious nature required to keep a creative fountain thriving over a lifetime. 00:16:16 - The Pre-Social Media Era: Celebrating the legacy of keeping monumental interactions private, far away from the obligations of front-facing camera validation. 00:20:19 - Life After Vogue: The profound psychological execution of self-reinvention once you entirely decouple your identity from corporate structures. 00:35:50 - Creative Reinvention and Freedom: Moving past corporate politics to realize that your innate ability to generate ideas can never be institutionalized. 00:44:01 - Modern Pressures on Women: Deconstructing the hyper-monetized, algorithmic anxiety targeting women's aesthetics and biological timelines. 00:53:52 - Advice for Overwhelmed Creatives: Why modern multi-hyphenates must intentionally protect their artistic sensibilities from copy-and-paste digital algorithms. 01:02:44 - What Inspires Kirstie Now: Shifting entirely away from corporate consensus to find ultimate creative sovereignty in travel, freedom, and deep mentorship. Connect with our Guest: Kirstie Clements on Instagram: @kirstie_clements (http://bit.ly/4oNOVSS) Website: www.kirstieclements.com.au Substack: @kirstieclements (https://bit.ly/4eyPcEh) Read Her Books:  Why Did I Buy That? (https://amzn.to/4eCKipX) The Vogue Factor (https://amzn.to/4eyA9uk) Impressive (https://bit.ly/4fVBIoy) Enjoyed this Encore? Join our Community! Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠ (https://bit.ly/4v21hby) Us, on Instagram,⁠@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday.  See you at the next one! 

"I don't say to my assistants that you're working for me... you're working for the picture, so everything you do is about making the picture better. The picture is my boss." - Georges AntoniWelcome back to Process: Encore. In this archive series, we spotlight the foundational conversations that continue to guide our creative landscape, unedited, uncut, and re-centred for our community today.This week, we are throwing it back to a deeply insightful conversation with one of Australia's most in-demand commercial fashion photographers, Georges Antoni. Georges took a beautifully unconventional route into the industry, transitioning from corporate strategy at Coca-Cola and PricewaterhouseCoopers to shooting portfolio books out of his parents' crystal-cabinet front room. Today, he architects massive productions for leading brands while fiercely maintaining a family-first philosophy. In this episode, Georges and Arielle pull apart the critical intersection of artistic integrity, active diplomacy on set, and why Australian retail is falling behind on a global scale.Inside the Episode: The Potency of Art Buying: Why conservative corporate hierarchies give local retailers a major global disadvantage. The "Picture as the Boss" Protocol: Stripping ego entirely out of production so the whole team serves the final image. The 95% Active Diplomacy Matrix: How to manage high-volume commercial mechanics while making talent feel entirely unjudged. The 1,900 Lighting Diagram Rule: Why Georges documents every single setup to avoid lazy, repetitive lighting styles. The Unified Creative Umbrella: Constructing a symbiotic stills-and-motion framework to stop fractured social media content. Selling the Sizzle Over the Brand: Shifting from flawless product form to building an identity consumers actually want to ascribe to. Connect with our Guest: Georges Antoni on Instagram: @georgesantoni Website: www.georgesantoni.com Enjoyed this Encore? Join our Community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠ Us, on Instagram, ⁠@processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

"The more I want the work to be the focus, the more I pull back sharing myself. I want the work to speak." — Jasmine DowlingWelcome to Process: Encore! In this archive series, we're spotlighting the foundational conversations that continue to guide our creative community, completely untouched from the day they first aired! This week, we are taking you back to a hotel room in Brisbane where Arielle sat down with one of Australia's most distinct creative eyes: multimedia artist in still and motion creation, Jasmine Dowling. Jasmine has spent over a decade navigating the fragile balance between commercial partnerships with global mainstays like Longchamp, Mecca, Chanel, and Hermès (just to name a few) and the highly intentional, low-fi personal practices that keep her creative spirit alive. In this unfiltered conversation, she opens up about the reality of executing work that is entirely yours.In this episode: The 40/30/30 Split: Balancing unpaid personal exploration, client work, and paid social partnerships.The "Slave to the Eye" Paradox: The endurance required when your hands are working overtime to match the vision in your mind.The Low-Fi Medium Strategy: Ditching the heavy gear to capture her Paris Hermès project via film, a compact Sony, and raw iPhone voice memos.The Illusion of "Dream Clients": The unfiltered reality of navigating heavy corporate bureaucracy and creative revisions.The Power of the Gifted Spark: How unexpected tactile packaging triggers immediate, experimental animation concepts.The Boundaries of Curation: Treating your digital platform strictly as a workspace while fiercely protecting your private family life.The Forever Fear of Work Disappearing: Overcoming the anxiety that everything will crumble the moment you set structural boundaries.Connect with our Guest:Jasmine Dowling on Instagram: @jasminedowlingStudio & Prints: jasminedowling.comEnjoyed this Encore? Join our Community!Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠Us, on Instagram, ⁠@processthepodcastWhatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

The boardrooms are obsessed with a community, but most are just building an audience. This week in the Clubhouse, Arielle sits down with retail and AI strategist at Amazon Web Services, corporate influencer, and community builder, Brooke Moody. If you've been trying to unlock the framework of how to turn passive metrics into a hyper-engaged collective, consider this your ultimate guide.Brooke has been the hidden engine behind massive community moments; from engineering events for Hot Smart Rich that packed out rooms across New York and LA to launching her own independent collective, Aussie Angels. In this Petit, we're sharing the reality of what it actually takes to build infrastructure for ambitious women, without the vanity metrics or the corporate fluff.In This Episode:The Butler vs. The Leader: Why sideline "management" will never replace an embedded strategist leading from the front.The 50% Engagement Matrix: Why true community spaces pull a massive 50% engagement rate compared to traditional media's 5%.The Low-Fi Longevity Secret: How stripping away the corporate frills and over-engineered events keeps your collective sustainable.The First 20 Rule: Why you need to ditch the 650-person waitlist obsession and focus on the first 20 people in the room.The "What are you working on?" Pivot: The exact entry question that skips the surface small talk to drive immediate collaborative depth.Finding Your Platform: Figuring out what platform works for you and why you should never automate community chats. Connect with our Guest:Brooke Moody on Instagram: @brookekmoodyAussie Angels on Instagram: @aussie__angelsAussie Angels Whatsapp: @aussieangels  Substack @moodboardEnjoyed this Petit?Join our community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠Us, on Instagram, ⁠@processthepodcastWhatsapp Community @processthepodcast  (75% of people show up to these rooms completely alone. So don't be shy to join in! The community is built for you)Follow us to get notified every time a new episode drops every Tuesday.  See you at the next one!

We're taking you out of the Clubhouse and onto the Masterclass Stage.

Jemma Sbeg is the voice behind the global #1 psychology podcast, The Psychology of Your 20s. From a management consultant with a private Instagram account with only 600 followers to signing a historic global deal as one of only 15 podcasters on Netflix, Jemma has redefined what creative at scale looks like in 2026.In this episode, she joins Arielle in the Clubhouse to pull back the curtain on the "messy middle" of her meteoric rise. They dive deep into the raw reality of moving to London with zero local production support while being tasked to deliver 96 episodes a year .The Netflix Call: The "pinch-me" moment Jemma's agent delivered and the immediate, grounded reaction that followed.Network vs. Sponsors: A breakdown of how Jemma actually gets paid, including "minimum guarantees" and the "magazine ad" analogy for filling audio real estate .Scaling the Support: Transitioning from doing her own research and editing to hiring PhD researchers and production teams. Creative Evolution: The decision to move away from the "20-something living room" aesthetic and evolve her brand as she enters a new chapter of womanhood .The "Dilly Dally" Routine: Jemma's non-negotiable Sydney ritual for mental health and staying connected to her roots.Creativity in Crisis: How Jemma stays reactive to the world climate while protecting her audience's space .Resources: Book: Person in Progress by Jemma SbegThe Ultimate Guide to your 20s. A roadmap to navigating the personal and professional transitions of your twenties, with practical insights and reassurance that you're not alone, from the host of the top podcast The Psychology of Your 20sJemma Sbeg on Instagram @jemmasbegThe Psychology of your 20s: Streaming on Netflix The Psychology of Your 20sInstagram @thatpsychologypodcast Substack @thepsychologyofyour20s Loving the show?Join our community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠Us, on Instagram, ⁠@processthepodcastWhatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday.  See you on the next one! Inside the Episode:Connect with Jemma:

In an era where every app demands a different ratio and every campaign must stretch across dozens of platforms, the old school brief of 10 hero images and some video is officially delusional.In this episode, Arielle Thomas, Motion Director, Founder of Cinema Thom, introduces a game-changing framework called Shoot Architecture. Learn how to move away from chaotic, frantic shoot days and toward a "Pulled Pork" method that ensures every piece of content has a home before the camera even clicks.Inside the Episode:The Death of the Traditional Brief: Why asking for "40 images w 10 heros" no longer works in 2026.The Pulled Pork Method: How to slow-cook your creative to get every last "shred" of value out of a single shoot.The Shoot Backbone: Why great shoots start with spreadsheets, not just mood boards.The Fatigue Formula: The literal math behind how many setups you actually need for a 12-week campaign.The 3 Tiers of Shoot Architecture: Arielle breaks down the "Three Columns" every campaign creative and brand owner needs to master:Tier 1: Paid Placements: Fixed, commercial destinations like store windows, LEDs, e-comm headers, and paid social ads.Tier 2: Organic Cadence: The calculated social output (usually 3–4 posts a week) is built on understanding your category's fatigue rate.Tier 3: Opportunistic Catches (The Reserve): The essential "safety net" assets for last-minute billboards, gift cards, or holiday pivots.Resources Mentioned:The Shoot Architecture Workbook: Grab your free copy of the spreadsheet Arielle uses to plan 95+ assets per day. Includes the fatigue math calculator and asset matrix.

From the editor's desk at Harper's Bazaar to the front lines of fashion tech and circularity, Kellie Hush has seen every evolution of the Australian style landscape. Now, as she leads the charge for a revitalised, newly not-for-profit Australian Fashion Week, Kellie is on a mission to bring the industry back to its roots: trade, community, and global recognition.In this episode, we pull back the curtain on the fashion festival to discuss the high-stakes business of the runway. Kellie gets candid about the lessons she learned from professional failure, the necessity of fantasy pieces, and why she's trading the industrial walls of Carriageworks for the iconic backdrop of the Sydney Harbour.Inside the Episode:The Career Sprint: Kellie reflects on her journey from writing about "babies and dummies" at Practical Parenting to the helm of the country's most prestigious fashion titles.The Pivot to Not-For-Profit: Why the Australian Fashion Council took the reins from IMG to focus on supporting designers rather than corporate bottom lines.Trade Over Trends: A deep dive into the strategy of getting international buyers back to Australia and why our "lifestyle clothing" is our greatest global export.The Business of the Runway: The reality of show costs, infrastructure, and why some of those "money shots" on the runway never actually make it to the retail floor.Failure as a Credential: Kellie shares why her failed retail venture made her a better leader and more relatable to the designers she now champions.The New AFW DNA: Moving the "fashion walk" to the heart of the city and balancing avant-garde discovery with commercial viability.Join the Conversation:What part of Kellie's Failure-to-Success story resonated most with your own creative journey? And are you excited about the move to the MCA and the harbour? Is Australian fashion finally getting the global credit it deserves?Let us know in the comments! Fashion Week Dates: May 11-15. See you in the front row (or behind the scenes)! Connect with Kellie: Follow Kellie Hush: @kelliehushAustralian Fashion Week: australianfashionweek.orgThe Volte : thevolte.com The Seamlist: seamlist.com.auJoin our community! Your host, Arielle Thomas on Instagram, ⁠@arielle.thomas⁠Us, on Instagram, ⁠@processthepodcastFollow us to get notified every time a new episode drops every Tuesday.  See you on the next one! 

The opposite of trendy is timeless.

In this episode of Process the Podcast, your host, motion director, and social strategist Arielle Thomas, records for the first time in the new Clubhouse. Arielle pulls back the curtain on how Cinema Thom is moving beyond the "cheerleader" energy of standard chat models to use Claude AI as a high-level critical thinking partner. This episode is a deep dive into the specific workflows, prompts, and uncomfortable feedback driving the business forward.In This Episode: No More "Cheerleaders": Why Arielle swapped ChatGPT's niceness for a partner that plays devil's advocate.The Skill-Upload Era: Moving beyond basic searches by using files to give AI professional context and specialised expertise.Defining the Role: Shifting from a standard chatbot to a granular thought partner that identifies strategy gaps.Creative Deciphering: How one prompt turned a vague vision into a hard-hitting, six-page growth strategy.The Money: Building complex three-tab financial models and tiered client margins in under three minutes.Case Study: Image Retouching: Using AI to fix lighting and swap products, saving thousands in potential reshoots.Maintaining Momentum: How AI bridges the gap between a creative idea and a team brief so projects don't "die in the gaps."The Toolkit: Why platforms like Claude and Nano Banana are now essential for high-level creative output.The Devil's Advocate Prompt: " Work with me as a thought partner, get granular on positioning and strategy, push back where you see the gaps, and encourage me to go deeper where there's something worth exploring, and give me both a quantitative and qualitative rate. "Mentioned in This Episode: Bella Cipolla, co-founder of Ponnd, who shared the specific prompt that unlocked Claude's critical thinking.Bella on Instagram: @bella.cipSpecial thanks to: Alice McMullin of McMullin FurnitureAlice McMullin on Instagram: ⁠@alice_mcmullinMcMullin on Instagram: @mcmullinandcoJoin the Conversation: Share your own AI use cases with the creative community in the Project Girly group chat via the link in our Instagram bio. (Link to post) Say Hello! Your host, Arielle on Instagram @arielle.thomasUs, Process the Podcast on Instagram @processthepodcastNew episodes drop every Tuesday.Don't miss next week's episode with Coco MocoeAn LA-based trend predictor, as she breaks down the game of short-form content.See you then! 

Most people think music supervision is just "picking cool songs." Winslow Bright is here to prove it's actually a high-stakes chess match involving seven-figure budgets, complex copyright laws, music language translations, and ego-management of the world's top directors, to the creatives and individuals who own the projects. From her origins of running iPods for Wes Anderson, burning CDs, to her current role as Co-President of Premiere Music Group, Winslow has navigated the most complex licensing deals in the business. In this episode, we deconstruct the invisible labor behind the world's most iconic sonic moments, from advertisements for Tiffany & Co to the races of pushing out content for the Met Gala. In this Episode: A long-standing creative friendship.The Wes Anderson era: Running iPods and early lessons.Defining the Role: What does a Music Supervisor actually do?Creative Deciphering: Turning a director's vague reference into a perfect track.The Money: Budgeting and licensing costs for "Big Music."Case Study: The Tiffany Campaign and reimagining "Happy Together."The Met Gala: The race to create viral fashion reels.The Toolkit: Why platforms like Disco and FrameSet are essential.Featured in this Episode:The Making of Tiffany and Co. Happy Together Agency: Premiere Music GroupPlatforms we're loving:  Disco Platform | FrameSetSay hello! Our Guest: @winslowbrightYour host: @arielle.thomas Us: @processthepodcast

What happens when you decide to dismantle an 8-year-old global success story to build something leaner, smarter, and more equipped for 2026?Recorded live at Google Headquarters in Sydney, this special episode of Process takes you inside Thoughtful Minds Connect. In celebration of their 10th anniversary, the elite data and performance minds at Thoughtful invited Arielle to host an intimate, unfiltered conversation with Raquel and Adam, the visionary founders behind cult fragrance house Who is Elijah.This is not a retrospective look at success; it's a conversation recorded in the eye of the storm. While the moving trucks were quite literally at their warehouse, Adam and Raquel revealed the real-time reality of a massive business restructure, the $1.7M mistake that nearly cost them their brand prestige, and their new Top-Down strategy for global retail rollout. This is definitely a masterclass in founder transparency.So whether you're navigating a complex supply chain, pivoting your brand positioning, or looking to the best data minds in the country to optimise your performance, Raquel and Adam's strip-it-back-to-grow approach offers a roadmap for any creative founder feeling the heaviness of a scaling business.In this episode: The $1.7M Lesson: Raquel opens up about a massive retail deal that taught them the danger of a Bottom-Up strategy.The Great Restructure: Why they are shutting down their own manufacturing to focus 100% on brand and lightweight operations.Top-Down Authority: Why starting with Harrods and Selfridges is the only way to protect prestige in a crowded market.AI as an Emotional Agent: Adam's fascinating off-mic theory on how product data must evolve to serve the emotional human through unemotional AI agents.The Thoughtful Edge: How shifting from Meta to Google (with a 40% higher AOV) transformed their performance marketing.The Future of Founders: Why the next generation of brands will thrive with teams of just two people and simplified supply chains.Featured in this Episode:Shop Who is Elijah at whoiselijah.com.auBrought to you by Thoughtful: Elevate your brand performance at thethoughtfulagency.com or DM Arielle for a direct intro to the team.Say Hello! Our Guests: Adam Bouris on Instagram @adambourisRaquel Bouris on Instagram @raaaquelbourisOur Episode Partner: The Thoughtful Agency on Instagram @thethoughtfulagencyYour host: Arielle Thomas on Instagram @arielle.thomas Us: on Instagram @processthepodcast ⁠New Episode Drops Every Tuesday.  Catch you on the next one!

How do you protect your brand when the unthinkable happens? In this episode of Process, host Arielle Thomas is joined by Sally Branson, a leading Crisis Management and Reputation Management Director. Together, they pull back the curtain on the high-stakes world of protecting a creative legacy.Sally reveals why a crisis is process-driven rather than just a disaster to be feared. From the volatile nature of influencer marketing to the legalities of product safety, this conversation is an essential masterclass for any founder. They dive deep into the necessity of due diligence, the power of transparency against misinformation, and the heavy emotional impact a public crisis has on a founder's mental health.Whether you're navigating stakeholder management, rebuilding your SEO reputation, or establishing consumer trust, Sally's "control the controllables" approach offers a roadmap for maintaining brand integrity in an unpredictable digital age.In This Episode:How to treat your reputation as a tangible asset rather than an abstract concept.Navigating the "new rules" of influencer marketing to avoid liability and hidden risks.The secret to building unshakable consumer trust through radical transparency and product safety.Why due diligence is your brand's best insurance policy against future scandals.Managing the emotional toll on founders when facing public scrutiny and high-pressure stakes.Mastering stakeholder management to keep partners and investors aligned during a storm.Tactical SEO strategies to reclaim your digital narrative and rebuild after a reputation hit.The future of brand integrity and how to stay resilient in an evolving creative landscape.Say hello to us! You can find us through the links below: Our Guest, Sally Branson, on Linkedin HereYour host, Arielle Thomas, on Instagram HereProcess the Podcast on Instagram HereSee you next Tuesday!

Michelle Battersby is one of Australia's most influential female founders.From launching and scaling Bumble Australia to co-founding Sunroom, and now leading Peanut, the global social network connecting women through fertility, pregnancy and motherhood, Michelle has built her career at the intersection of tech, community and female empowerment.In this episode of Process, Michelle opens up about her transition into matrescence, the psychological shift into motherhood that mirrors adolescence, and what it really looks like to lead a high-growth global company while pregnant and postpartum.We discuss:What matrescence actually means, and why no one talks about itWhy pregnant women in leadership roles matter more than everThe realities of startup life behind the glossy headlinesBuilding Bumble in Australia and what that taught her about brand and communityCo-founding Sunroom and taking the leap into entrepreneurshipScaling Peanut as a global platform for women navigating fertility, pregnancy and motherhoodThe decision-making frameworks she uses as a CEORisk tolerance, ambition and redefining success as a modern womanMichelle shares candid insights into balancing motherhood with executive leadership, how identity evolves through different seasons of life, and why representation of ambitious, pregnant women in business is critical.This conversation is for founders, aspiring entrepreneurs, women navigating career pivots, and anyone curious about the psychological and strategic layers of building community-driven tech companies.If you're interested in female leadership, startup growth, motherhood and modern ambition, this episode is essential listening.Find Michelle on Instagram here. Find your host, Arielle on Instagram here. Find Process the Podcast on Instagram here. See you next Tuesday x

In episode four of Backbone, we delve into something every founder discusses, but few assess properly: risk.Growth requires risk. But not all risks are created equal. Some move your business forward. Others quietly drain your time and confidence.This week, we unpack how we think about risk in our own businesses, what we're actively betting on, what we won't compromise on, and how we decide what's worth it.So this week, we cover: • The real risks we're currently taking in business and why • Our non-negotiables before saying yes to a big decision • How to assess upside vs downside in a practical way • How to “price” the cost of failure (financially and emotionally)If you've been sitting on a decision and wondering whether to leap or not, this episode is for you.If you have any questions about risk, feel free to slide into our DMs. We want to keep this conversation going! Find us on the ⁠⁠⁠So Invested Instagram⁠⁠⁠ & Process Instagram, and if you haven't already, hit follow in your podcast app (it really helps our small businesses grow).See you next week!

In episode three of Backbone, we get into the numbers that actually keep your business alive: cash.Profit might look good on paper, but cash is what pays your bills, your team, and you. And yet, cash flow is one of the most misunderstood (and least confidently managed) parts of running a business.So this week, we cover: • Why profit ≠ cash, and how profitable businesses still run out of money • Why cash flow is the most important metric to understand as a founder • How to think about managing cash flow day-to-day (not just at tax time) • Practical measures to safeguard your cash flow as your business grows • A simple walk-through of the key line items in a cash flow statement — and what they actually tell you.If you have any questions, about cash slide into our DMs. We want to keep this conversation going! Find Process the Podcast on Instagram here.Find So Invested on Instagram here. And if you haven't already, hit Follow in your podcast app (it really helps our small businesses grow)! See you next Thursday for our last episode of Backbone! x

In this special petit episode of Process, Arielle Thomas shares what's next for the podcast and why it's evolving into something much bigger than conversations behind a microphone.From building a recognisable visual identity to creating a physical creative space in Sydney, Arielle reflects on the realities of podcasting, the importance of consistency, and her long-term vision for cultivating a thriving creative community.She opens up about the challenges and rewards of running a creative podcast, how collaboration has shaped the journey so far, and why hosting events and bringing listeners together in real life is the natural next step for Process.This episode is an invitation into the future of Process: a place where ideas are exchanged, careers are sparked, and creativity is treated as a shared practice, not a solo pursuit.✨ What You'll Hear in This Episode

Welcome to episode two of Backbone! The four-part mini series where we discuss the financial side of building a business. Today, we get into the structures that sit underneath your business and the tax impacts of each!Whether you're just starting out, running a side hustle, or transitioning into something more complex, the way your business is set up has real implications for tax, cash flow, and risk. And yet, this is one of the least openly discussed parts of being a founder.So, this week, we have the candid tax conversation that no one seems to be having.In this episode, we cover: • The common business structures available to new and growing business owners • How and when structures tend to change as your business becomes more complex • The tax realities founders often avoid (and why that's risky) • Our perspective on when to bring in an accountant, bookkeeper, or advisor and what to look for.This episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠

Legendary fashion and celebrity photographer Ben Watts joins Process for a conversation about longevity, instinct, and building a career in one of the most competitive creative industries in the world.From photographing icons like Heath Ledger to navigating the shift from film to digital, Ben opens up about the mindset that has sustained his decades-long career. Why being a great photographer starts with being a good people person, how to develop a recognisable style, and what it really takes to earn trust with world-famous talent.Host Arielle Thomas and Ben dive into the realities of hustling early on, the impact of social media on modern creatives, and why dignity, curiosity, and enjoyment remain at the core of meaningful work.It's an honest, insightful look at how to stay creatively fulfilled while operating at the highest level.Why being a people person is as important as technical skillHow Ben built trust with A-list talentThe difference between chasing trends and developing a signature styleWhat the transition from film to digital changed foreverHow social media reshaped the photography industryThe role of hustle and adaptability in long creative careersWhy dignity and professionalism still set people apartStaying authentic in a competitive fieldFinding joy in the process—not just the outcomesBecoming the person people want to hire again and againFind Ben on Instagram here. Find Ben's extensive portfolio of work on Art Dept. Find Process the Podcast for the visuals of Ben's work and this episode here. Find your host, Arielle Thomas on Instagram here.

Welcome to Backbone: a four-part mini series all about the financial backbone of building a business, side hustle, or freelance career.We talk endlessly about the exciting parts of building something - the idea, the creativity, the passion, the momentum. But behind the scenes, it's often the money side that feels confusing, intimidating, or easy to avoid. And more often than not, businesses fail because the financials were ignored.There's a huge gap in how openly we talk about money as founders. The messy bits. The avoidance. The “I'll deal with it later” moments. This series is about closing that gap and helping you build confidence with your numbers.Episode one starts with the foundation: accountability. Not outsourcing responsibility, but learning to work alongside experts and developing the mindset that you need to understand what's happening with the money in your business.In this episode, we cover:What an accountability mindset really meansThe common barriers that stop founders from taking control of their financesHow to shift from pure creativity into commercialPractical, realistic ways to build money check-ins into your routineIf you hear us mention the Money Type Quiz, you can find it here: Money Type QuizAnd if you hear us yapping about finding new communities that support you, we recommend Butter AppThis episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠Find Process the Podcast on Instagram here.Find So Invested on Instagram here. See you next Thursday!

In this episode of Process, host Arielle Thomas sits down with American mindset and confidence coach Brian Siegal to unpack how creatives and entrepreneurs can break free from limiting beliefs, perfectionism, and procrastination, and build a mindset that actually supports growth.Brian shares his deeply personal journey from struggling with obesity and self-doubt to becoming a sought-after coach for creatives, founders, and high performers. Together, Arielle and Brian explore how identity, self-talk, and unconscious narratives shape the way we show up, and how to actively rewrite them.This conversation is both practical and perspective-shifting, offering tools you can apply immediately if you're feeling stuck, overwhelmed, or caught in cycles of overthinking and inaction.Whether you're a creative entrepreneur, founder, or someone craving more confidence and clarity, this episode is a masterclass in mindset coaching, personal growth, and creative self-leadership.How limiting beliefs silently sabotage creative confidence and momentumWhy procrastination is often rooted in fear, not lazinessThe role of self-awareness in personal and professional growthHow Brian reframes mindset challenges with creatives and entrepreneursThe Wheel of Life exercise and how to use it to assess balance and directionWhy accountability and community accelerate creative successHow perfectionism blocks progress — and how to move forward anywayWhat to look for when choosing the right mindset or confidence coachMindset coaching for creativesConfidence-building for entrepreneursOvercoming procrastination and perfectionismPersonal growth and self-beliefReframing limiting beliefsAccountability in the creative processGrowth mindset tools and exercisesThis episode is for:Creative entrepreneurs feeling stuck or self-doubtingFounders navigating fear, burnout, or indecisionAnyone struggling with confidence, procrastination, or perfectionismCreatives looking to build a sustainable, growth-oriented mindset“Why do I know what to do, but still don't do it?”“How do I stop overthinking and start taking action?”“How can I build confidence without waiting to feel ready?”About BrianBrian Siegal is an American mindset and confidence coach who works with creatives and entrepreneurs to dismantle limiting beliefs, strengthen self-trust, and build clarity-driven momentum. Drawing from his own lived experience of personal transformation, Brian helps high-performing individuals align their inner narrative with the life and work they want to create.About Arielle Process is hosted by Arielle Thomas, exploring the behind-the-scenes thinking, habits, and systems that shape creative success. Each episode breaks down the inner and outer work required to build meaningful careers and lives.

2025 changed me.Not because everything went perfectly, but because it forced me to confront where I was avoiding discomfort, overcomplicating decisions, and staying too close to what felt familiar.In this solo episode, I'm reflecting on the lessons that shaped my business and personal growth over the past year, and how I'm intentionally designing 2026 to be bigger, steadier, and more aligned.I share what it really takes to move from project-based chaos to retainer stability, why accountability is non-negotiable in business relationships, and how building systems (even imperfect ones) can radically reduce decision fatigue and burnout. We talk hiring before you feel “ready,” expanding your thinking globally, and why embarrassment is often the entry price for your next level.This episode is for founders, creatives, and operators who know they're capable of more, but also know that growth rarely arrives without friction.If you're standing at the edge of your next chapter, this conversation is an invitation to step forward anyway.If you loved this episode, please leave us a review!You can find us on Instagram: @processthepodcastFind your host Arielle Thomas on Instagram: @arielle.thomasSee you next Tuesday!

In this episode, we sit down with Stephanie Somebody — the Melbourne-born art director and still-life photographer creating world-class imagery for brands like Goop, Aesop, and the most coveted names in beauty, lifestyle and luxury.But her story didn't start in glossy studios or global campaigns.Stephanie shares the unexpected, unglamorous chapters of her early career, the moments that shaped her creative instincts, and how she carved out a niche so distinctive it now takes her around the world. We go deep on the evolution of her eye, the discipline behind building a visual signature, and what it really takes to make work that stops people in their tracks.Whether you're in the creative industry, building a brand, or dreaming of a more artistic life, this conversation is a masterclass in vision, reinvention, and backing yourself long before the world does.Find Stephanie on Instagram here.Follow your host Arielle Thomas on Instagram here.Follow Process the Podcast on Instagram here.See you next Tuesday x

In this episode of Process the Podcast, Arielle Thomas sits down with Eleanor Pendleton, founder of Gritty Pretty and now the visionary behind her new brand, Haleau. The girls unpack a thoughtful and open conversation about the evolution of media, the courage to start again, and what it means to create from a place of authenticity.Eleanor reflects on her journey from digital publishing to brand ownership, how building Gritty Pretty shaped her understanding of storytelling, and how that experience inspired a more intentional, skin-first approach to beauty with Haleau. Together, Arielle and Eleanor explore the intersection of creativity, sustainability, and purpose, and the ongoing process of balancing motherhood, business, and self. Eleanor Pendleton articulates what it takes to do what's truely right for you even when others are depending on you. This is a conversation about reinvention, community, and creating beauty that means something, both inside and out.Follow Haleau Beauty on Instagram here.Follow Eleanor on Instagram ⁠here.⁠Check Haleau Beauty's website here.Follow your host Arielle Thomas on Instagram here.Follow Process the Podcast on Instagram here.See you next Tuesday x

I sat down with Rebecca from Fine Form a few months ago to share my story, and a little more about how I got here. Tune in to listen to this episode of Fine Form! ---This week's guest is Arielle Thomas - filmmaker, social strategist, founder of Cinema Thom, and host of Process: The Podcast.Arielle is electric - in the way she creates, the way she speaks and the way she shows up for her work. She's built a career on backing herself and carving her own lane: founding Cinema Thom, directing films and campaigns that cut through, and building a podcast that lifts the curtain on creative process with real honesty and heart.In this episode, she shares the values that anchor her, the mindset that keeps her momentum, and the lessons she's learned along the way. Arielle's confidence and conviction are inspiring - but what makes her stand out is how she pairs ambition with real vulnerability.It's rare to hear someone talk about their work with this much joy and conviction - it's contagious. I fist-bumped my way through the whole conversation, and I think you'll leave this episode feeling the same spark.And if you're looking for more of Arielle's perspective, make sure you check out @arielle.thomas and @processthepodcastYou can follow FINE FORM @thisisfineform and Rebecca Jarvie-Gibbs at @rebeccajarviegibbs www.thisisfineform.com 

This week on Process, we sat down with Steven John Clark of Den Holm. It's a conversation about patience, practice, and the quiet discipline of making things well before making them big.Steve reflects on the missteps that come from moving too fast, and the clarity that came from slowing down to solidify his creative foundation. We talk through the power of hands-on education, the importance of working directly with materials, and how craftsmanship, at its core, is about creative manipulation, not just precision.As the conversation unfolds, we explore the early stages of building a team, and the illusion of urgency that ambition can create.  Steve also shares his thoughts on community, and why real engagement, not just marketing, is essential to growing a meaningful brand.This week, Arielle and Mon visited Steve at the Den Holm studio in Melbourne and learned a few things. Keep your eyes peeled!Follow Den Holm on Instagram here.Follow Steve on Instagram ⁠here.⁠Check Den Holm's Site here.Follow your host Arielle Thomas on Instagram here.Follow Process the Podcast on Instagram here.See you next Tuesday xx

In this solo episode, Arielle pulls back the curtain on what it actually looks like to grow a business without burning out.From navigating ambition to learning the hard way why “slow and steady” isn't just a cliche, it's a strategy. She shares the behind-the-scenes of building a team, developing products, and staying aligned with what matters most.This conversation is part personal reflection, part pep talk for anyone trying to scale something meaningful without losing themselves in the process. Arielle also unpacks how podcasting has been more than just a marketing channel, it's been a tool for connection, clarity, and helping others find their voice. If you're craving a real talk on what it means to grow with intention (and not just velocity), this one's for you.Follow Process the Podcast on Instagram here: instagram.com/processthepodcastFollow your host Arielle Thomas on Instagram here: instagram.com/arielle.thomasSee you next Tuesday x

In this episode, we sit down with Emily Algar, a seasoned voice in fashion and beauty media, for a conversation that pulls back the curtain on what it really takes to build (and rebuild) a creative career in an industry that's always evolving.Emily is a stand out in the beauty creator space and we chat openly about the balance one strikes when crafting their own voice in the industry. Creators and creatives are facing a conflict of interest for their employer, when you essentially become a micro-publisher. We trace her path from breaking into publishing to navigating layoffs, and what it means to find your footing again in a space where taste, trends, and team structures are constantly shifting. Emily unpacks the human side of beauty storytelling—from the psychology driving our product choices to how consumer behaviour bends with the economy.We also get into the tension between the security of corporate roles and the draw of creative freedom, why relationships are still the industry's strongest currency, and what emerging beauty brands need to know to cut through the noise. It's a conversation about resilience, reinvention, and redefining success on your own terms.See you next Tuesday x

This week on Process: We sit down with Sophia Amoruso, OG Girlboss, Nasty Gal founder, and someone who's navigated the full arc of startup stardom, burnout, reinvention, and everything in between.From selling vintage clothes on eBay to running a $100M+ fashion empire, Sophia's story is as raw as it is iconic. We dig into the rise, the fall, and what it really takes to evolve when the brand you built starts to outgrow you.We talk about ambition, ego, hustle culture, and the myth of having it all, Plus what Sophia's learned about rebuilding on her own terms.It's a conversation about control, chaos, and carving a new path when the first one catches fire.You can now watch most episodes on our Youtube channel! Head over to watch your favourite episodes unfold on video now!See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

In this episode, I'm fresh off a whirlwind trip to Sydney, where I had the absolute pleasure of hosting events, connecting with incredible humans, and speaking at the Social Summit. I'm sharing some behind-the-scenes reflections on what it's really like navigating these big industry moments, the power of networking, and the golden nuggets I picked up from some inspiring panel convos.We're also diving into how my podcasting journey has evolved, what it means to build a true portfolio career, and why cash flow (yes, the unsexy stuff) matters more than you think. Plus, a little heart-to-heart on how engaging with you, this amazing community, is shaping the future of this pod.If you're building your own creative career or just curious about what goes on behind the curtain, this one's for you.You can now watch most episodes on our Youtube channel! Head over to watch your favourite episodes unfold on video now!See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

In this episode of Process, creative entrepreneur Martina Calvi opens up about her evolution from a shy artist to a confident creator shaping her own path. She shares how journaling became a cornerstone of her practice, helping her carve out clarity, protect her creative space, and stay true to her artistic vision.Martina reflects on the power of self-expression and community, weaving in her experiences writing and publishing books, experimenting with zines, and building a business rooted in authenticity. She also talks about the challenges of making space for creativity in a fast-paced world and why protecting your time is non-negotiable for any artist or entrepreneur.If you're curious about how to turn personal creative rituals into meaningful work, or you want to hear what it really takes to grow as a modern creative entrepreneur, this episode is for you.Find Martina's latest book on Amazon here. Follow Martina on Instagram here. Find her Tiny Store online here. Follow your host Arielle Thomas on Instagram here. Follow Process the podcast in Instagram here. Subscribe to the show and don't miss an episode! You can now watch most episodes on our Youtube channel! Head over to watch your favourite episodes unfold on video now! See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

In this episode of Process the Podcast, host Arielle Thomas reflects on the transformative and challenging past few months, discussing her journey in the creative agency space, the importance of consistency, and the support from her audience. She shares insights on navigating corporate challenges, managing a growing team, and the lessons learned from hiring mistakes. Arielle emphasises the need for recalibration in her goals and priorities, particularly with her brand Remy, while also celebrating new networking opportunities and the commitment to growth and consistency in her work.Follow along as we build in real time, in front of you all via Process the Podcast on Instagram. Find your host, Arielle on Instagram here.Subscribe to Process and don't miss an episode! See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

This week on Process, we sit down with Shelby Van Zwol, the founder of Chain Social, who went from running a one-woman agency out of her bedroom to leading one of Australia's most sought-after social media companies — with 22 team members and global clients under her belt.Shelby opens up about the behind-the-scenes realities of entrepreneurship: what it really takes to scale an agency, the emotional work of letting go to grow, and why having a clear process is her secret weapon.We talk about:The systems she put in place to scale smoothlyWhy paid ads and email still matter more than you thinkBuilding a standout team culture in a sea of samenessThe mental shifts required to become a founder, not just a freelancerWhy top-of-funnel content is non-negotiable in 2025And how she's thinking about equity, PR, and long-term brand buildingWhether you're a creative, founder, or side-hustler scaling fast — Shelby's story is full of golden lessons (and honest moments) that will inspire you to push past your current ceiling.This episode is sponsored by the Chain Academy. Learn more about their offering and level up this year in time for the peak sales season! We're working with the Chain Academy to level up for Remy Wellness and loving every minute! Learn more about Chain Social here: https://chainsocial.com.au/Follow Shelby Van Zwol on Instagram here: https://www.instagram.com/shelbyvanzwol/?hl=enFollow Process the Podcast on Instagram here: instagram.com/processthepodcastFollow your host Arielle Thomas on Instagram here: instagram.com/arielle.thomasSubscribe to Process! We're still a baby podcast and we need all the love we can get.See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

A limited-edition winter series from Process.A new co-host. A new format.One creative icon at a time.Welcome to Part Two of From Scratch: Hedi Slimane.This conversation delves into the life and career of Hedi Slimane, a pivotal figure in the fashion industry known for his transformative impact on menswear and luxury fashion. Hosts Arielle Thomas and Elena Cameron discuss his early influences, rise to fame, and the controversies surrounding his work, particularly regarding body image and creative control. A wild card entry, Arielle invites Daanen Nootenboom to the chat to give us a 360 perspective. Some say Hedi's a one trick pony and furious that he removed heritage from the luxury brands. Daanen's perspective comes from his 20 years in design as his own principle at Applied Arts. The hosts explore his artistic vision, particularly his use of black and white photography, and the commercial success he achieved at Dior and Celine. The conversation also touches on his legal battles and the lasting legacy he is likely to leave in the fashion world.Slimane's work has had a significant cultural impact, influencing celebrity fashion. He faced criticism for promoting unhealthy body standards in fashion. His transition to Celine marked a new chapter in his career, focusing on creative control. Slimane's black and white photography reflects his artistic vision and style. He achieved remarkable commercial success, tripling sales at Saint Laurent. As the girls end their From Scratch exploration of Hedi's work, love him or hate him, he certainly knows how to keep shareholders happy. Find more about this episode on Instagram via @processthepodcastSubscribe to Process! We're a baby podcast and we need all the love that we can get! See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

A limited-edition winter series from Process.A new co-host. A new format.One creative icon at a time.Welcome to Part One of From Scratch: Hedi Slimane. This conversation delves into the life and career of Hedi Slimane, a pivotal figure in the fashion industry known for his transformative impact on menswear and luxury fashion. Hosts Arielle Thomas and Elena Cameron discuss his early influences, rise to fame, and the controversies surrounding his work, particularly regarding body image and creative control.The hosts explore his artistic vision, particularly his use of black and white photography, and the commercial success he achieved at Dior and Celine. The conversation also touches on his legal battles and the lasting legacy he is likely to leave in the fashion world.Slimane's work has had a significant cultural impact, influencing celebrity fashion. He faced criticism for promoting unhealthy body standards in fashion. His transition to Celine marked a new chapter in his career, focusing on creative control. Slimane's black and white photography reflects his artistic vision and style. He achieved remarkable commercial success, tripling sales at Saint Laurent.Chapters: 00:00 Introduction to Hedi Slimane02:47 Hedi's Early Life and Influences05:58 Career Beginnings and Rise in Fashion08:56 Revolutionising Menswear at Dior11:53 Cultural Impact and Celebrity Influence14:57 Controversies and Body Image Issues18:02 Transition to Celine and Creative Control21:04 Black and White Photography and Artistic Vision24:08 The Business of Fashion and Commercial Success26:56 Legal Battles and Intellectual Property30:03 Legacy and Future of Hedi SlimaneLearn more at Process the Podcast on instagram Hosted on Acast. See acast.com/privacy for more information.

In this episode of Process, Arielle Thomas speaks with Bianca Gregg, founder of Del Rainbow, about building a global fashion consultancy grounded in purpose and connection.Bianca shares how she grew Del Rainbow from the ground up, what most people misunderstand about retail partnerships, and why strong relationships, clear values, and long-term thinking matter more than ever in fashion.Whether you're building a brand, working in fashion, or navigating growth, this episode offers sharp insights on strategy, sustainability, and staying true to your vision.You'll hear about:- What it really means to build a purpose-driven brand- The evolution of Del Rainbow and the services behind the name- Navigating retail partnerships with intention and strategy- Why sustainability is an ongoing journey - not a marketing tactic- How to lead with authenticity, even in a global industry- What makes Australian fashion brands stand out internationallyIf you're a creative founder, brand strategist, or fashion industry leader, this episode is filled with honest insights you won't want to miss.Connect with Bianca Gregg & Del RainbowWebsite: https://delrainbow.comInstagram: @delrainbowFind Bianca: @biancalouuFollow ProcessInstagram: @processthepodcastFollow Arielle: @arielle.thomasTikTok: @processthepodcastSubscribe wherever you get your podcasts!Sign up to the Cinema Thom newsletter at cinemathom.comThanks for watching! Like, comment and subscribe for more straightforward conversations with creative leaders.

To celebrate 100 episodes of Process, meet From Scratch - a limited-edition winter series hosted by Arielle Thomas of Process the Podcast and Elena Cameron of Adorer House.Each episode explores the creative legacy of one iconic cultural figure.In this two-part deep dive, Arielle and Elena unpack the influence of Sofia Coppola - the visionary director behind The Virgin Suicides, Lost in Translation, and Marie Antoinette, among others. They explore how her work transformed modern cinematic storytelling, reshaped the portrayal of girlhood, and inspired filmmakers, fashion designers and creatives across disciplines. Together they dissect Coppola's distinctive style - from her curated soundtracks and minimal dialogue to dreamy visuals and intimate personal narratives - and reveal its ripple effects on Marc Jacobs' campaigns, fashion in film, Tumblr-era aesthetics, and even the TikTok presence of Sofia's daughter, Romy Mars.If you're fascinated by art direction, mood-driven storytelling, world-building, or the delicate dance between beauty and substance, this episode is made for you.What you'll hear:- The meaning of “beautiful cages” in Coppola's films- How she reshaped the female gaze and cinematic softness- Girlhood, grief, loneliness and the longing to belong- Music as emotional storytelling- Fashion in film, Marc Jacobs, and moodboard culture- Navigating creative limitations and self-expression- Art as a way through identity and grief- Why Sofia Coppola still matters - and always willFollow ProcessInstagram: @processthepodcastTikTok: @processthepodcastArielle: @arielle.thomasElena: @elena__cameronSubscribe wherever you get your podcasts!Sign up for Process' new newsletter at cinemathom.com for exclusive behind-the-scenes access to From Scratch, guest episodes and SO much more!Thanks for listening - and happy 100 ✨

In this episode of Process, Arielle sits down with Emma Lewisham, the founder behind the skincare brand known for science-led formulations, circular design and that unmistakable violet hue.Emma shares what it really took to build a global beauty brand from scratch. Not just the wins, but the mindset shifts, the sacrifices, and the moments of doubt along the way. From leaving her corporate career to challenging an entire industry, this is a conversation about staying true to your vision, leading with purpose, and redefining what success actually looks like.This one's for anyone navigating big pivots, building something with longevity, or questioning the sacrifices it takes to get there.In this episode, we explore:Emma's shift from executive leadership to building a skincare brand rooted in science and sustainabilityWhy true innovation means pushing the industry to evolve, not just following trendsHow sustainability shapes every decision and process within the businessThe emotional labour and resilience involved in building a brand with integrityThe impact of strategic partnerships, like the one with Mecca, in growing a global beauty brandRethinking success to embrace both personal fulfilment and a lasting legacyEmma shares why a 100-year vision guides her, why integrity is non-negotiable, and how leaning into discomfort drives real growth and change.Find the guest hereWebsite: emmalewisham.comInstagram: @emmalewishamTikTok: @emmalewishamFollow ProcessInstagram: @processthepodcastFollow Arielle: @arielle.thomasTikTok: @processthepodcastSubscribe wherever you get your podcasts.Sign up to Process' new newsletter over at cinemathom.com, for a better look behind-the-scenes of this episode (aka Emma Lewisham's AM routine) and SO much more! You'll go in the draw to WIN a $540 skincare bundle, courtesy of the Emma Lewisham team. *Giveaway runs Wednesday 23rd July to midnight Tuesday 29th July, 2025.This episode is powered by RemyLet your energy match your ambition.Sign up at remywellness.com.au for 10% off your first order.Thanks for listening! We'd love to hear your favourite moment from this episode. Head over to socials and let us know. See you in a fortnight with a new From Scratch icon x Hosted on Acast. See acast.com/privacy for more information.

Turns out showing up 100 times teaches you a thing or two.In this Petit ep, Arielle reflects on what it's taken to stick with Process this long: the good, the gritty and the parts no one really talks about. It's a look behind the scenes of building a podcast and creative practice from scratch.She shares the big lessons that have surfaced along the way: the power of just showing up, what it really takes to back yourself and why creative work often means choosing the uncomfortable option. There's insight into growing a self-funded show, staying consistent as a creator and making space for a creative life even when it's messy.There's also real talk on sponsorships, burnout, loneliness and letting go of the pressure to be perfect. If you're navigating creative burnout, trying to build something slowly or figuring it out as you go, this one's for you.No neat little bow. Just an honest look at the process behind Process.In this episode:What 100 episodes actually teaches youThe tension between discipline and sacrificeNavigating loneliness, perfectionism and creative burnoutThe slow path to sponsorship and sustainabilityLetting go of control, asking for help and going all inArielle shares the lessons and pivots that shaped her, and the mindset shifts that made all the difference.Follow ProcessInstagram: @processthepodcastFollow Arielle: @ariellethomasTikTok: @processthepodcastSubscribe wherever you get your podcasts!Sign up to the Cinema Thom newsletter at cinemathom.comThis episode is powered by RemyLet your energy match your ambition.Sign up at remywellness.com.au for 10% off your first order.Thanks for being part of the ride! See you next Tuesday... we're back with a new icon for the From Scratch series. x Hosted on Acast. See acast.com/privacy for more information.

A limited-edition winter series from Process.A new co-host. A new format.One creative icon at a time.In this conversation, we return to the world of Sofia Coppola.We talk about the softness and restraint in her work, and how it holds space for themes like identity, isolation, beauty, and control. The idea of beautiful cages becomes a way to understand the emotional and visual language she returns to again and again.We look at what it means to tell personal stories inside a commercial system, and how the female experience is often shaped through subtlety and limitation. There's reflection on childhood, aesthetics, remakes, and the kind of artistry that doesn't try to be loud to be clear.This episode isn't about conclusions. It's about sitting with the work, and what it brings up — as creatives, as women, and as people trying to make honest things.Chapters00:00 Exploring Sofia Coppola's Influence03:02 The Concept of Beautiful Cages05:52 Creative Women and Societal Expectations08:29 Cages of Identity and Relationships11:27 Sofia's Evolving Artistic Journey14:39 The Search for Authenticity in Art17:31 World Building and Storytelling Techniques20:24 The Impact of Personal Experiences on Creativity23:11 Navigating the Challenges of Remakes26:16 The Role of Female Experience in Storytelling29:13 The Complexity of Toxic Relationships32:04 The Artistic Process and Learning from Others35:12 The Influence of Childhood on Artistic Expression38:05 The Intersection of Commerce and Creativity41:17 Reflections on Personal and Professional Growth44:06 The Balance of Vulnerability and Artistry47:05 The Future of Sofia Coppola's Work50:08 The Legacy of Sofia Coppola's Aesthetic52:52 Conclusion and Future ConversationsLearn more at @processthepodcast Hosted on Acast. See acast.com/privacy for more information.

Introducing From ScratchA limited-edition winter series from Process.A new co-host. A new format.One creative icon at a time.We're diving deeper than the mood boards, exploring world-class creatives whose work is actively shaping commercial creativity today.Come in from the cold and settle into thoughtful conversation and fresh perspective — with Arielle Thomas of Process the Podcast and Elena Cameron of Adorer House.Learn more at @processthepodcast Hosted on Acast. See acast.com/privacy for more information.

In this episode of Process, we sit down with Liv Koennecke, the creative force behind Maison Essentiele — a cult sleepwear label turned ready-to-wear brand that's redefining luxury on its own terms.Liv shares the pivotal moments that shaped her journey, from launching with a singular vision for elevated sleepwear to confidently pivoting into fashion-forward, everyday pieces. We explore what it really means to be a small brand in a saturated industry — and why that's often a superpower.This episode is a deep dive into:The power of authenticity and creative intuitionNavigating imposter syndrome and decision fatigue as a founderBuilding a strong internal culture and growing a values-driven teamProduct drops, storytelling, and staying visible in a fast-moving digital worldThe nuances of the Australian fashion scene and where Maison Essentiele fits inLiv speaks candidly about the pressures of being a founder, the importance of community, and the strategy behind collaborations, gifting, and customer connection.Whether you're building a brand, working in fashion, or navigating your own pivot — this episode is full of grounded insights and honest reflections.Find Maison Essentiele online here. Find Maison Essentiele on Instagram here. Find Maison Essentiele on Tik Tok here. Find Liv on Instagram here. Follow Liv's journey on Tik Tok here. Follow us at Process the Podcast on Instagram here. Subscribe to Process the Podcast and make sure you don't miss our next announcements! This episode is sponsored by Remy Wellness. Leave brain fog behind and never miss a workout again! See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

In this episode Arielle sits down with Geneva Vanderzeil, the DIY and craft entrepreneur. They explore Gen's journey as a DIY enthusiast who transitioned from a career in town planning to becoming a prominent figure in the DIY and crafting community. They discuss the roots of this passion, the therapeutic benefits of crafting, and the evolution of craft content. The conversation highlights the importance of sustainability, creativity, and the joy of repurposing materials, while also addressing the challenges and rewards of balancing organic and sponsored content in the DIY space. The girls explore the importance of embracing creativity, navigating trends in the crafting world, and building a supportive team. They discuss the significance of building a community and engaging with the audience authentically. The journey of writing a book is shared, highlighting the challenges and rewards of the creative process. The speakers emphasise the need for authenticity in content creation and the importance of embracing creativity while overcoming judgment from others. They also touch on the empowerment that comes from DIY and crafting, encouraging listeners to pursue their passions without fear of criticism.Join us over on socials to watch our craft journey unfold this week on the Process Instagram here. Check our Geneva's socials! Instagram here and her Tik Tok here. Visit Geneva's DIY School here.If you loved this episode, leave us a review and subscribe to the channel! We have so much in store for Process in the coming months,See you next Tuesday! x Hosted on Acast. See acast.com/privacy for more information.

In this episode I'm spilling the tea, and some of our biggest news since going all in on the podcast. We're making these changes because the team is evolving and we need to take a quality over quantity approach. While the Cinema Thom side of our business grows, we're reaching new highs and international clients. We've got big plans for Remy too and need to give the gummy brand the right moment in the light. What is that change? Well you'll just have to listen to the episode. Join us over on socials! Follow Process the Podcast on Instagram here. Follow Process on Tik Tok here. Subscribe to the podcast :)See you next week! x Hosted on Acast. See acast.com/privacy for more information.

In this conversation, Bianca Gregg, founder of Del Rainbow, shares her journey from aspiring lawyer to leading a global sales consultancy and brand development agency. Our chat went for hours, but her hero's are connectivity, authenticity, and passion in building successful brands. Bianca discusses the evolution of Del Rainbow, its service offerings, and the unique qualities of Australian brands in the global market. The conversation highlights the significance of community and purpose in brand development, as well as the challenges and rewards of working in the retail industry. IWe dive into Bianca's essential elements for successful business partnerships, emphasising the importance of people, purpose, and product. They discuss the evolving landscape of the fashion industry, the impact of global challenges, and the necessity of curiosity and adaptability in business strategies. Sustainability is highlighted as an ongoing journey rather than a quick fix, with a focus on genuine efforts to make a positive impact. They discuss the misconceptions surrounding retail partnerships, highlighting that success is not guaranteed upon securing a deal but requires ongoing effort and strategy. The conversation also touches on the significance of building strong relationships with brands, navigating market dynamics, and the personal development necessary for long-term success. Bianca also shares her admiration for brands that embody these values and stresses the need for emerging designers to have a clear vision for their future.If you loved this episode leave us a review or subscribe to the show! We need all the love we can get as a baby podcast. To learn more about Del Rainbow, you can find them online here via there website.Find Del Rainbow on Instagram here. Find your host Arielle Thomas on Instagram here. Find Process the Podcast on Instagram here. See you next week! x Hosted on Acast. See acast.com/privacy for more information.