Victoria Conners’ 30 Years in Production: Much Has Changed, But Creativity is As Exciting As Ever

On the 20th of November 1994, I took my first steps into the world of advertising production. Now entering my 30th year in the industry, it’s incredible to see how much the landscape has shifted—and how much has stayed the same.

Looking back, I feel incredibly fortunate to have started my career with mentors like Maureen Esse and Michael Cook at The Film Business. I’d just moved to Melbourne from Newcastle and was excited and terrified in equal measure. Maureen and Michael shaped my understanding of what it takes to succeed in the industry, prioritising the people they worked with and the creative output. The investment and time they took to nurture me has influenced how I work and my own desire to mentor others.

For the first 10years of my career, the tools and processes in production remained relatively unchanged. We shot on film, sat in editing suites, took location photos on film, had them processed, and presented them glued onto foam core boards. Creatives came to the wardrobe checks and we had lots of meetings in person.

Everything was slower.

But that slowness gave the gift of time. Time to hone ideas, for directors and creatives to build relationships, and refine the approach. Budgets and timelines were realistic or generous, giving space for collaboration and room to explore creative possibilities.

When we shot on film, the stakes were higher. Each roll of film stock was precious, and every take mattered. There was no unlimited supply, and some of my most stressful moments on set were when the clapper loader sidled over to tell me we were down to our last roll.

For me, those years were all about mastering the fundamentals. I learned the value of patience, attention to detail, and teamwork—skills that have remained invaluable throughout my career.

The arrival of digital technology transformed every aspect of production. I vividly remember the first time I shot on video for a commercial. To be frank, I was apprehensive and thought at the time it would be the ‘low cost’ option and the 35mm would remain the mainstay. 

I was obviously wrong.

Digital has changed everything, and not just technically. It democratised film making and content creation in a way we couldn’t have imagined in the early 2000s.

The rise of social media and digital platforms have also completely redefined how we approached advertising creative and production. Timelines are tighter, budgets are stretched further, and expectations of what is ‘good’ have changed. The pace is now relentless in a way it never was, but the creative potential is just as exciting.

Over the years, people have talked about the death of ‘film’, but each time, it’s proven to be more of a reinvention. It’s clear that tools are a means to an end when in the hands of passionate creators.

Over the years, I’ve also seen significant progress in the representation of women in senior creative and production roles. When I started, leadership positions and creative departments were overwhelmingly male-dominated. I could name the female directors working in Australia on one hand. Today, thank god, there are more women in these roles.

This shift is personal for me. I’ve navigated my own challenges as a woman in this industry, but I’ve also experienced the power of mentorship and community. Supporting the next generation of female leaders is a responsibility I’m passionate about. We’ve come a long way, but there’s more to achieve, and I’m committed to being part of that progress.

While there has been significant progress, it’s impossible to ignore that in many ways, change has been too slow. Recent conversations and high-profile missteps have highlighted the gaps that still exist—in representation, in equity, and in how we approach diversity at all levels. These missteps are reminders that while we may celebrate the wins, the work is far from over.

Amid all this change, the core of what makes great advertising hasn’t wavered. It still begins with a great idea. The tools and techniques may have evolved, but the ability to tell a compelling story—one that connects with people on a human level—remains at the heart of our work.

Collaboration, too, is as vital as ever. The best campaigns are born from the collective creativity of talented individuals working together. I’ve been lucky to work with teams who bring passion, expertise, and fresh perspectives to the table. That sense of shared purpose and camaraderie is one of the greatest joys of this job.

Three decades in advertising production have taught me that change is inevitable, but the fundamentals endure. Adaptability is essential, but so is staying true to the principles that make great work possible: creativity, collaboration, and a commitment to excellence.

To those just beginning their journey, I offer this advice: remain curious, embrace the unexpected, and build meaningful relationships. Seek out mentors who inspire you, and when it’s your turn, pay it forward. This is an industry that thrives on passion, and those who approach it with care and dedication will always stand out.

As I look to the future, I’m optimistic. Technology will continue to evolve, but the heart of what we do—creating work that resonates and connects—will remain unchanged. Here’s to continuing the journey with creativity, collaboration, and a deep love for the craft.