My work as a writer/director and designer encompasses a diverse range of
storytelling projects including short film direction, commercials, documentary series
and holistic brand identities.
In addition to the current placement at FINCH, I undertake ongoing freelance film and art direction projects. I also currently have a number of projects in development including a mini musical and two documentary series; The Love Experiment, recently selected for FACTory at AIDC 2017 and The Alchemy Project, co-winner of the KB Myer Award.
Pilot Alchemy short film, 'Ballsy', was selected for the Academy-Accredited 'Best of Documentary' competition at Flickerfest Film Festival, followed by St Kilda Film Festival, Sheffield Doc/Fest, IFI Documentary Film Festival, Fastnet Film Festival and Heart of Gold. In August 2016, Bill Code's BBC-commissioned short documentary 'Tent City' – with me acting as Story Consultant – won Best Online Video at the NRMA Kennedy Awards.
Following on from the creation of the successful TEDxSydney 2017 short film program,
I'm currently doing the same for TED2018. This is the first original film program for the annual TED Talks event, set to premiere in April 2018 in Vancouver. My role involves
co-commissioning a series of micro films based on a single theme, followed by a period
of creative development (story, direction, casting etc) with each of the filmmaking teams right through to final delivery.
Similar to my current role with TED, my job as the TEDxSydney 2017 Film Curator was to co-commission and executive produce ten original short films – across a diverse range of genres (documentary, animation, comedy and experimental) – to premiere at the live annual event in June. The final 2017 film program features the work of top Australian filmmaking talent including Academy Award-winning Passion Pictures, AACTA-winning animator Marieka Walsh and comedy writer Tony Rogers of Wilfred and How to Talk Australians fame, among others. Key executive production responsibilities – from pre-commissioning and development through to production and final delivery – included story and script development; offline edit and picture lock reviews; final online edit approvals; scheduling; technical optimisation; legal, networking and promotional tasks. This was achieved via creative collaboration with – and management of – the ten selected production teams. For TEDxSydney 2017, I also initiated a number of new measures for the annual film program. Specifically: the creation of the first IP Licence Deed for all TEDxSydney films, by liaising directly between all parties – Marque Lawyers, the filmmaking teams and TEDxSydney; the establishment of the first invite-only preview night in advance of the live event; the creation of networking opportunities for both TEDxSydney and the filmmaking teams with the screen industry including Screen Australia, Screen NSW, the ABC, SBS and Foxtel; and the creation of the first digital submission form (pre-commissioning), contributing to the submission of a record 90+ short film proposals. I also handled the technical optimisation and testing of all films for both live theatre screening and YouTube, in collaboration with Belle Laide and Innovative – as well as the writing and collection of promotional material for Text100’s PR campaign. Watch all ten TEDxSydney 2017 original short films here.
In addition to my role as Film Curator, I also hosted Fast Ideas live onstage for the
second year running in June 2017, having curated the segment in 2015 and 2016.
Watch the Fast Ideas 2016 segment here – and 2017 here.
Creative awards have come my way for work with clients such as the Sydney Film Festival, Australian Himalayan Foundation and RTÉ. I've exhibited at the ACP and the Chaumont International Graphic Arts Festival, France. In August 2010, along with 15 other creatives selected from around the world, I completed the program ‘Impact - Design for Social Change’, at the School of Visual Arts, New York. In recent years, I've also worked
as a casual academic at UTS and Billy Blue College of Design, Sydney – writing and leading core subject 'Ideas Generation' for the latter and rolling it out across campuses
in Sydney, Melbourne and Brisbane.
Once a week, I volunteer-teach critical thinking skills and collaborative enquiry
to primary school students, through the Primary Ethics program (it's awesome).
I'm also a fan of sushi, Zoe Norton-Lodge, bikes, Barry's tea, Roald Dahl, Christine and the Queens, Nicolas Philibert, Wimbledon and sunny Sydney swims.
"Over the past year (2016-2017), myself and Madeleine Hetherton have worked closely with Sinéad on the development of a documentary series, currently attracting significant interest.
In that time, she has been an absolute pleasure to work with. Hard-working and
rigorous in her attention to detail, she successfully balances strong creative vision
with openness to collaboration.
We first met Sinéad at AFTRS, where she won the prestigious KB Myer award.
Since then, we've been highly impressed with her work, influenced by a background
in art direction. I have no hesitation in recommending her."
Producer, Media Stockade
"I produced the short film, 'How to Fall in Love with a Stranger' which
Sinéad directed for TEDxSydney 2015. I was impressed by Sinéad’s incredible
ambition and drive, alongside her ability to bring her vision to the screen.
Sinéad brought her talents as a designer to the role of director in order
to achieve a beautiful aesthetic for the film.
She is a great collaborator, easy to get along with and has a great intuition
about what makes a good story. In addition to the film we worked on together,
Sinéad has also shared ideas for her other projects with me and I have been
struck by their timeliness and her ability to choose really strong projects and
then make them come to life. I would have no hesitation in recommending
her for any other directing roles."
Emmy-nominated and Oscar-shortlisted Producer, Fathom Films
“What can I say about Sinéad? No mystery – I’m a huge fan. Intelligent, engaging concepts that nail the brief every time, strong art direction skills and a cracking eye for clean, beautiful design... she manages to generate and inspire a huge amount of sticky ideas, that not only answer our clients’ briefs and communicate the message successfully but look fantastic too. That’s the magic mix you’re always looking for in a great creative. Her smart construction of narrative and her ability to bring that narrative to life in the best way has helped us deepen trust with our clients and win new business multiple times. I was highly impressed with her work from the first job...to the most recent job. I wouldn’t hesitate for a moment in recommending her to anyone looking for consistency and reliability – and the kind of personality that gets things done, but makes it fun getting there too.
She’s an asset to any team."
Creative Director, Foxtel Creative
“Sinéad was a genuine pleasure to collaborate with on the Fast Ideas segment at TEDxSydney 2015. As Curator of the segment, she approached the task with intelligence, enthusiasm, competence and creativity. I look forward to working with her again!"
Head of Editorial & Curation, TEDxSydney
“Sinéad has worked with us here at The Creative Method on numerous occasions. I have found that in Sydney getting great quality senior creatives is extremely hard to find. Whilst we don’t use a lot of freelancers, when we do, I need to be confident that they can come in and not just do a job but do a great job – exceed my expectations. Sinéad is one of few senior creatives in Sydney that has delivered to these expectations time and time again. We have a small studio and it is equally important that anyone that comes into work fit into the culture. Sinéad is a lovely person to have around and works well with all in the office. The downside to giving a good reference to Sinéad is that potentially we may end up losing
her ourselves. Such is life. She is awesome and I wish her all the best."
Managing Director, The Creative Method
“Sinéad has worked with us as design director over the last five years on a contract basis. From brand development to publication design, Sinéad’s approach and design thinking have consistently impressed us. Her high-level conceptual approach, combined with an interrogation of the brand and business that she is working on draws out absolute truths from the brief – and some amazing creative results. Sinéad takes a real leadership role in the agency, works closely with our design team and has demonstrated her ability to move from concept design through to art direction on many projects."
Managing Director, The Purpose Agency
Creative Director, There
“Sinéad McDevitt has recently worked with Landini Associates for three months across a number of projects concentrating mainly on the evolution of a Korean cosmetic skin care brand. Sinéad is very easy to work with, thinks about what she does and is also quite prolific. Her work is of a very high standard and during the time that she worked with us both we and our clients were very happy with what she achieved.
I have no hesitation in recommending her to you."
Managing Director, Landini Associates
“I had the pleasure to work with Sinéad at Billy Blue College of Design for a number of years and during that time I was lucky enough to team-teach a branding subject with her to several groups of second year students. She was always well-prepared, brought excellent live industry examples in to show and discuss with students and was great fun in the classroom. Sinéad then went on to develop and write a first year subject for the bachelor degree at Billy Blue called Ideas Generation. She carefully crafted a dynamic subject that included lectures, exercises and assessment tasks. She coordinated this subject and showed great leadership, collaborating with staff across three campuses; Sydney, Melbourne and Brisbane. Ideas Generation was a subject with a wide remit, covering everything from brand identity and digital to film, animation, print, advertising, branded fashion and environment.”
Head Academic Studies, Billy Blue College of Design
“I had the pleasure of teaching Sinéad McDevitt this year at AFTRS as part of the Grad Cert Documentary course. I was impressed by Sinead's ability to learn and master documentary craft and story-telling, across a range of formats. Her final pitch, a multi-platform project structured around short inspirational portraits of people who've turned the 'awful into awesome' in their lives, strikes me as both highly innovative and potentially lucrative.”