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Sydney

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LOCATION

Level 1 | 16 Vine Street | Redfern | Sydney | Australia | 2016

PHONE

+61 2 9690 0745

THE TEAM

Meet the Sydney team

OUR TEAM

Edward Pontifex

Edward Pontifex

Managing Director, Australia

Edward loves to get his hands dirty with the creative development of ideas in a collaborative environment. He also secretly nerds out to all kinds of production processes and systems administration. A producer turned MD with serious brains, he’s worked at ad agencies and production companies charming his way through clients including CUB, Aldi, Tourism Victoria, TAC, and agencies Clemenger BBDO Melbourne, The Monkeys, BMF and DDB along the way. He’s been known to send people weak at the knees with his Sinatra-esque singing voice. At weekends, you’ll finding him cooking up a storm to smooth tunes for his lovely producer wife and two daughters who happily sous chef to contribute.

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Loren Bradley

Loren Bradley

Executive Producer, Australia

A Kiwi in Sydney, Loren is a special kind of talent, having worked a variety of companies that specialise in advertising, film and television. She’s brought a decade’s worth of trans-Tasman agency experience to our family and a strong understanding of the changing needs of agencies and production. This life and soul of any gathering has executive produced films for brands including, Tiger Beer, Deloitte, Canadian Club and Dry and Toyota, through advertising agencies Marcel, Y&R, DDB Sydney, The Monkeys and Saatchi and Saatchi. She was also integral to bringing Aldi’s huge Australian brand campaign from BMF through our doors. A surf chick who spends her mornings before work on Bondi (jealous us?) with a contagious laugh, she has an endless stamina for long lunches and green warrior tendencies.

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Llew Griffiths

Llew Griffiths

Head of Production

Llew has over 17 years of experience, split between both production company and agency sides. He began his career in Saatchi & Saatchi TV Production Department in Sydney, during which time the agency was awarded Agency of the Year three years consecutively by Campaign Brief. After seven years he moved to the UK where he continued to work as a Freelance Producer. Upon returning from the UK, he returned to Saatchi’s where he soon became Executive Producer. In 2014, he moved production side, producing numerous commercials for some of the county’s top directors on local and international campaigns.

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Lottie Aspinall

Lottie Aspinall

Production Assistant

Our bubbly Production Assistant Lottie joined Sweetshop in 2017 moving into our brand new Redfern digs. Brimming with film and production experience, our English Lit graduate takes on anything thrown her way with unwavering enthusiasm and a smile. This Brit loves to travel and before moving to Sydney spent three months in Malaysia living in a shack with a Dutch dive instructor. More on that later. When she's not pining after her dog which she left in London, she keeps herself busy by eating her way through Sydney's fabulous restaurants.

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Paul Prince

Paul Prince

Chairman & Founding Partner

Princey is the beating heart of Sweetshop. His passion and vision have grown a three-person start-up in New Zealand into a multi-awarded, global production company. He believes in humanistic truths, the value of craft in story telling and Sweetshop is a place of his making. There's a love and dedication to the craft of making great ads that permeates every part of this company, and which has clearly benefited both directors and the clients who have worked here. Princey's focus today is developing opportunities for all who engage with Sweetshop. He lives in beautiful Wanaka on New Zealand's South Island, surrounded by his family and snow capped mountains.

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Sharlene George

Sharlene George

Global Executive Producer & Founding Partner

Shar sets the standard for our production teams all over the world, providing the support, experience and inspiration they need to continue to strive for the highest possible standard of craft in this rapidly changing landscape. After spending the last five years as COO, overseeing the global network operationally, Shar’s focus today is to develop and grow the company into a long-form content space, allowing our directors to have the time to tell more stories. She works with creative and film commissions, festivals and other related funding bodies to assist our directors to make their own content and ultimately create our own channel to platform this material. Part of this research has been full immersion into this space, where you are likely to find her back on the tools shooting short films, documentaries and developing our ever growing list of content.

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Wilf Sweetland

Wilf Sweetland

CEO & Partner

Production and craft have always had Wilf’s heart. Joining Sweetshop in 2011, with a varied knowledge of the industry, coupled with having filmed in countries as varied as Argentina, USA and Ukraine, we’re not fibbing when we say he embodies our commitment to be local globally. Under Wilf’s leadership, Sweetshop Australia has won at D&AD, Spikes, One Show, Cannes, AWARD, CAANZ Axis, AdFest and Clio International. Wilf’s healthy obsession with lycra, slight love of pain, but mostly his gigantic heart saw him launch Fireflies Antipodies in 2015, a grueling 800km ride that raises money for blood cancer charity, The Snowdome Foundation. He loves to grow things and when he’s not being our esteemed CEO, you’ll find him on his farm tending to his Sweetland vines and gardening. It’s been reported he has aspirations for variable facial hair and can often be heard ranking Melbourne’s burger scene by deliciousness.

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Kate Neill

Kate Neill

Director of Communications

Kate is the super glue that connects Sweetshop’s seven offices. She’s curious in every sense of the word, and her fun and upbeat personality collides with a tireless ability to write and write and write. She spent a decade in the crazy metropolis of Hong Kong heading up communications for ad agency DDB. In a former life, she was a journalist at Campaign magazine in Asia and in the UK and liked to travel as much as humanly possible. These days you’ll usually find Kate in wide open spaces with her toddler and her eternally hungry Labrador. Living away from her native UK for 12 years and married to a through and through Aussie, she’s clinging onto her Queen’s English for dear life.

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Amanda See

Amanda See

Marketing & Communications Manager

Absolutely unflappable and entirely modest, Amanda is the brains behind all of Sweetshop’s internal secret weapons … which will remain a secret. She’s a whizz at our internal communication processes, sourcing our ethically friendly merchandise, and always keeping our brand vibe consistent. Based in Los Angeles, this outdoorsy Chicago girl is also secretly an accomplished producer, with more than 15 short films and music videos to her name. She began her career working on feature films including Transformers 3, Contagion and Ron Howard’s The Dilemma. Mother to two of the smallest (and admittedly cutest) dogs imaginable named Ollie and Linus, she’s soon to be a Mrs. Her guilty pleasure is super hero movies.

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Amelia Okell

Amelia Okell

Marketing & Communications Manager

Artistic and expressive, Amelia is our London-based Comms Manager. She spent three years working in the media industry, before her love of all things creative led her to an events and marketing role at agency AKQA. She has endless enthusiasm for new ideas, and loves to help others explore their potential. Amelia is trained in classical singing and was once a member of the National Youth Choir, but now tends to use her well-developed lung capacity to tackle London’s most extreme fitness classes. Hailing from the North, she values home and family, and balances busy city life with regular trips back to the Cheshire countryside.

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