We believe everyone deserves the opportunity to succeed. So when CoAct and The Apprenticeship Community invited us to help illustrate how they support women entering non-traditional trades, we were excited to travel to the dusty mines of Perth and bring this women in trades campaign to life.

To capture the real stories of aspiring apprentices and the employers championing gender diversity, we adopted a nimble, cinéma vérité-inspired approach, leaning into natural light, authentic environments, and minimal production design. Because the campaign needed to resonate with both future employers and future apprentices, we collaborated with award-winning writer and musical comedian Ally Morgan, whose impassioned voice-over delivered a powerful, rallying call for change.

The result is a compelling women in trades campaign that highlights the importance of equal opportunity, breaks down outdated stereotypes, and encourages more organisations to support women stepping into industries where they’ve traditionally been underrepresented.