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Sammy loves creative people.

This determined, loyal, lioness has been championing creativity for 25 years. She understands the power creativity has to make a difference. How it can build brands, grow businesses, and most importantly, change hearts and minds.

What began as junior roles in photography studios grew into a lifelong passion for enabling creative people that took her all over the world and back to Australia again.

Driven to make a meaningful difference in the creative industries, Sammy founded Sam I Am in 2002 with a mission to connect talented creative people with businesses that value them, encouraging collaboration and transforming how creative careers are managed.

Rich is one of the most respected producers and operators in the business. Notorious for his creative passion, attention to detail, and dogged determination. Rich has been wrangling creatives, clients and some pretty hairy budgets/projects for over 10 years.

Before joining SIA in 2020, he produced for some of the world’s most successful commercial & fashion photographers. And led creative campaigns for the likes of Cartier, Louis Vuitton and Rolls Royce/VW.

Experienced in producing an array of content including film, stills, digital, experiential, and integrated campaigns,

Rich understands and respects the level of creative commitment it takes to deliver a world-class production service.

From location, casting & styling, to lighting, crew and how the shoot is scheduled, no stone is left unturned.

Will has spent more than a decade producing across motion, stills and integrated campaigns.

Cutting his teeth in broadcast before moving into commercial production, he’s delivered projects end-to-end for a wide mix of clients and agency partners. From early-stage development through to the final shot, Will knows how to keep things moving – calmly, collaboratively, and always with an eye on the details that make a difference.

Comfortable in the chaos and across every stage of production, he’s built a reputation for getting the job done properly – without the drama.

More recently, he’s taken on his most unpredictable (and rewarding) production yet: becoming a dad – a role that’s only sharpened his multitasking skills and perspective, both on set and off.

Bridget has a natural curiosity for people’s stories and a knack for bringing creative collaborations to life.

With a career spanning Los Angeles, New York and Sydney, she’s honed her expertise in communications, marketing and PR for advertising, production, and entertainment companies. From managing creative campaigns, to elevating executive and artist profiles, or overseeing media and brand strategies, Bridget loves crafting solutions that consistently deliver results.

Her passion lies in supporting creative talent—empowering them to seize opportunities, amplify their work, and leave a lasting impression.