A.J. Greenwood

AJ Greenwood came to directing the long way round — through theatre, and through performing, which means they know exactly what it feels like to be the person in front of the lens. That empathy is the whole game. AJ builds trust on set early and quietly, and it's why the performances in their work feel lived-in rather than delivered.

The range is real. A tender film about digital safety for Spark and OUTline, the wry "Meerkatting" campaign for WorkSafe, warmth for Wattie's, hard subject matter handled with care for Child Safety Australia. Stylised and cinematic one moment, playful the next, always with a person at the centre you actually believe.

Across a decade of commercial work, AJ has directed for agencies including BMF, FCB and Colenso BBDO, and clients including Google, Canva, Spark and the New Zealand and Australian Governments. Whatever the brief, the performance comes first — and you feel it.