Josie Baynes on Uplifting Women Directors in an Industry That Still Needs It

Words by Josie Baynes, Executive Producer at Wildebeest. Originally published at themavens.com.au

Let’s be real: for all the talk about “progress” in advertising, production, and creative industries, the numbers don’t lie. Women directors are still fighting for the same opportunities, budgets, and trust that men are often simply handed. And while the tide is shifting, much of that momentum is thanks to the companies and crews actively choosing to champion underrepresented voices.

At Wildebeest, that’s something we think about on every job. We’re proud to work with and support directors with diverse points of view. People who bring something real, unexpected, and human to the work. And while we wish we didn’t have to say “women directors” (they’re directors, full stop), the fact we still need to call it out is part of the problem we’re trying to shift.

They’re sharp, distinct, experienced storytellers who are shaping what great commercial and narrative work looks like.

The awards stage still tells a story

Anyone who’s sat through an awards night knows the feeling: incredible work, inspiring ideas… and then the directing category rolls around, and it’s mostly men on stage. Take this year’s AXIS Awards. Once again, the biggest directing gongs went to an overwhelmingly male list.

And no shade to the men doing great work, but let’s be honest: the pipeline is still broken.

Here’s the hard truth: Men are hired for their promise. Women are hired for their proof. Can she handle the scale? The client? The pressure? Yes. She already has. But the question keeps getting asked.

What if, for the rest of this year, every agency made the conscious choice to hire women directors on at least 50% of their briefs? The talent is absolutely there. It always has been. And here’s what we’ve seen firsthand: when you put a woman in the director’s chair, everything shifts. The crew, the leadership, the creative energy all become more diverse, and the work gets stronger.

It’s not about ticking boxes. It’s about doing better work with better perspectives.

Meet the Directors 

Below are some of the incredible directors we’re lucky enough to work with at Wildebeest. This is just a glimpse of the amazing talent out there redefining what this industry can look like.

Annelise Hickey

Annelise brings real emotional intelligence to every frame she shoots. Her work feels intimate but cinematic, blending warmth, empathy and sharp wit in equal measure. This year, her short film Stranger, Brother premiered at Sundance, following the huge success of Hafekasi which premiered at Tribeca and is now being developed into a feature. Commercially, she has crafted work for brands like Commonwealth Bank (including the standout Commbank x Matildas campaign), Nike, New Balance, and La Trobe University. Annelise has a way of making real people feel iconic. Her work lives in that sweet spot: human, playful, highly crafted, and quietly subversive.

Watch now: Hafekasi, Tomorrow’s Tillies, Stranger Brother 

Domini Marshall

Domini’s work is soulful, tender, and cuts straight to the heart. Her films Howl (Berlinale 2025) and Go With Grace (MIFF) both explore layered, intimate portraits of womanhood, grief, and resilience, showcasing her ability to hold space for vulnerable stories. Beyond narrative work, she created the interview series her words, delivering over 50 episodes amplifying women’s voices. Domini has a gentle but powerful approach, with a distinct eye for feminine, cinematic storytelling. Her strength is in finding the raw and authentic, and letting her characters breathe onscreen.

Georgia Haynes

Georgia lives at the intersection of fashion, culture, and edge. As both a director and photographer, her work has a fresh, high-concept energy that feels exactly where the culture is at right now. She has directed for Nike x Jordan, Summer Jam, Everlast and Nike Play New, always delivering work that feels bold, fast, and cool without ever feeling forced. Georgia knows how to make brands feel relevant, while still pushing the creative into visually exciting territory. She’s brave, sharp, and always two steps ahead of the trend curve

Watch now: A Bronx Trail, Summer Jam

Aarushi Chowdhury

Aarushi is the kind of director you want in your corner if you’re looking for something funny, charming, and whip-smart. As a writer-director, she crafts her own scripts and brings sharp performances to life with effortless wit. Her short film Clown premiered at MIFF and has been making waves on the festival circuit. She’s also directed standout branded work for AKARAKA. With Aarushi, the tone is always spot on: fun, cheeky, and emotionally alive, while her eye for character and comedy makes her a standout in the commercial comedy space.

Preaching to the choir? Maybe. But it still needs to be said.

Look, if you’re reading this, you probably don’t need convincing. Most of us working in this space already know how overdue this shift is. But sometimes it’s not about education, it’s about repetition. It’s about keeping this front of mind. It’s about nudging those who control the budgets and greenlights to take the next small but significant step.