Warwick Thornton on The Truth He’ll Bring to Advertising: "I'm Actually Quite Scared”

Warwick Thornton has always gone his own way.

From his debut film Samson and Delilah, a love story set against the harsh realities of Indigenous life, to the haunting landscapes of Sweet Country, Warwick’s films have captured Australia in ways few others have dared.

Now, the director — known for his uncompromising vision and complex storytelling—is taking a surprising new step into the world of advertising. The move has raised eyebrows across both film and advertising circles.

"The world's a scary place, and I think advertising even more so,” Warwick told LBB. “You want to be surrounded with really good people if you’re going down this path.”

For Warwick, advertising wasn’t an obvious next step. Known for long-form narratives rich in nuance and layered emotion, he acknowledges the constraints of commercial storytelling present a real creative challenge.

"The shorter the time span you have, the harder it is,” he explained. “With features, you have a lot of time to create characters and to settle audiences, whereas a 30-second spot is something different.”

Yet this isn’t a decision he made lightly. After spending decades in the independent film scene, Warwick is stepping into advertising with a clear purpose: to uphold the values of dignity and authenticity he’s championed throughout his career, but this time, within the framework of brand storytelling.

Central to this transition is his partnership with Photoplay, a production company known for supporting creative talent.

"I truly believe in safety in numbers,” Warwick said. “They're really beautiful human beings – I've done some stuff with them before, and they've really nurtured me and looked after me."

For Warwick, the decision to partner with a company that respects his approach to storytelling was essential. In Photoplay, he found collaborators who see advertising as more than just selling products – they see it as an opportunity to connect with audiences in meaningful ways.

"I mightn’t necessarily be the right person for every ad, but if there's some important message that needs to be put out there, maybe that's where I can fit in."

Warwick is realistic about the limitations of commercial work, but he’s also intrigued by the possibilities it holds. Where his films take audiences on deeply immersive journeys, he now faces the challenge of condensing that impact into a TVC.

That task isn’t about reshaping his storytelling style to fit the mould of advertising. Rather, it’s about bringing his voice to an industry that often prioritises style over substance. The choice of projects matters deeply to him.

Warwick has been vocal about his commitment to Indigenous representation and creating stories that respect and elevate underrepresented voices. Advertising, he believes, has the power to reach huge audiences and influence mainstream perceptions—a tool he hopes to wield carefully.

"It's a beautiful form of storytelling. It can portray dignity and the good things about humanity, and that's what I'm up for; that's what I'm after."

While cinema has always allowed him the freedom to explore his themes at length, advertising demands immediacy and precision. Despite these constraints, he’s hopeful about finding new ways to tell authentic stories, even briefly.

"If you want a real truth, then it’s for us to find people who have lived, felt, or eaten that truth."

His background in telling complex, visually arresting stories places him in a unique position to disrupt industry norms and challenge audiences to see beyond the surface. In stepping into the advertising industry, Warwick brings with him a reputation for authenticity and a deep-rooted belief in the dignity of his subjects.

There is a palpable excitement about what he might achieve with this new medium and an anticipation of how he might reshape it to fit his uncompromising standards. As he prepares for his first campaigns with Photoplay, he remains characteristically grounded, admitting that this world is still unfamiliar to him.

"I'm actually quite scared of this journey through the advertising world, but oh my god, it's going to be so exciting."

In the end, it’s a gamble – but if anyone can bring a fresh perspective to the field, it’s Warwick.