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Process The Podcast: Daily Summaries Delivered
by Arielle Thomas
Welcome to Process the podcast, where we welcome guests of all creative disciplines and bridge the gap between art and commerce as leaders in their lane. We dive into their unique process to actualize their ideas and get our hands dirty with - the work. Host Arielle Thomas hopes you love these creative conversations with some of the most celebrated names in the Australian fashion, media, and design landscape!
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- 2 weeks ago31 min
Allow me to reintroduce myself: The story behind Process the Podcast
"My parents owned a five star luxury hotel that they built when I was ten... it formed me in a way that I cannot even comprehend." — Arielle ThomasFor over 140 episodes, Arielle's been the one asking the questions. This week, she turned the mic on herself. With so many new listeners joining after the Merit episode went viral, it felt like time to rewind the tape, who she actually is, how Process the Podcast came to exist, and where her seven-figure production company, Cinema Thom, stands today.From growing up behind the scenes of her parents' five-star hotel, to a teenage sales job at Scanlan Theodore, to acting school in New York, to directing a Kmart TikTok vertical that helped drive enormous value for shareholders. This is the full, unfiltered walk through everything that built the person behind Process. It's personal, it's honest, and it's the episode to send anyone who's ever asked, "wait, how did you get into this?"INSIDE THE EPISODE: 00:00 — Process the Podcast and Arielle's Origin Story 01:15 — Growing Up in Hotels: The Lyall 03:53 — Learning the Value of a Dollar 05:32 — Moving to New York for Acting School 06:12 — Coming Home & Arielle's Acting Career 08:05 — Behind the Camera With Meat and Potatoes 12:00 — Working with Kmart 16:13 — The TikTok Era 20:30 — Global Expansion: Anko Philippines 20:57 — How Process the Podcast Came to Be 24:00 — Process Today 30:15 — Cinema Thom Today 33:00 — What's Next?Enjoyed this Episode? Join our Community!Your host, Arielle Thomas, on Instagram, @arielle.thomas Us, on Instagram, @processthepodcast Whatsapp Community @processthepodcast New here? We're now on YouTube with a companion panel alongside the video, worth a watch if you're a visual person! Follow us to get notified every time a new episode drops every Tuesday.See you at the next one!This episode references past projects (Meat and Potatoes, Deadline Gallipoli) discussed for personal/educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
- 3 weeks ago1h 12m
The Story Behind Persona's Debut Issue, with Bella Freud
"It's an object of obsession about one woman... you genuinely get an intimacy that you cannot find anywhere else." — Grace O'Neill & Paulina PaigeGrace O'Neill and Paulina Paige have built magazines and campaigns for some of the biggest names in fashion media. But this time, they threw out every rule they knew and started from zero with no guardrails, no existing audience, no safety net. The result is Persona: a biannual, single-subject magazine that reads more like a coffee table book than a glossy, with its debut issue built entirely around Bella Freud.In this exclusive interview, Grace and Paulina walk through exactly how Persona came together, the cold email that convinced Bella Freud to say yes, the unpublished 90s photo archive they talked a photographer into handing over, getting the rights to a Lucian Freud portrait, and the real numbers behind launching a $75 magazine with zero followers. It's a rare, honest look at what it actually takes to build a print product from scratch in 2026 - the creative risk-taking, the budget conversations, and the trust it takes to hand a stylist "a little kernel of an idea" and let them run the thing.INSIDE THE EPISODE:00:00 — Intro: Grace & Paulina The Lead-Up to Persona05:27 — From Massive Infrastructure to Doing It All Themselves07:41 — What They Knew Going In14:26 — What If a Magazine Had No Rules?16:47 — Deciding on Bella Freud18:52 — The Cold Email That Got Bella Freud on Board22:08 — The Moment They Knew It Was Really Happening22:57 — Building the Book Around What They Had31:35 — Is It Really an Australian Magazine?34:16 — Talking Budgets: Landing Dior & Reframing Beauty With Mecca42:14 — What It Actually Takes to Print44:18 — Production vs. Printing48:23 — The Launch Gamble53:32 — How Much Room Does This Take Up in Your Life?58:24 — Partnership1:00:29 — Where the Creative Stimulus Comes From1:04:00 — Second Issue?1:08:32 — Where to Find Them1:10:15 — Persona Launch PartyTake a look at Persona:Persona Magazine: www.persona-magazine.com Instagram @thepersonamagazineConnect with our Guests:Grace O'Neill on Instagram: @grceoneillPaulina Ortega on Instagram: @paulinapaigeEnjoyed this Episode?Join our Community!Your host, Arielle Thomas, on Instagram, @arielle.thomas Us, on Instagram, @processthepodcast Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!This episode includes references to third-party archival imagery and licensed material (including works connected to the Lucian Freud estate) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
- Aug 11, 202653 min
How to actually be funny as a brand. Inside Miss Double Bay's media career, poking fun at (nearly) everything.
"The beauty of great satire is you blur the line of whether or not something is true or not true."- Claudia BursillBefore she was Miss Double Bay, Claudia Bursill was just a uni student with a Woolworths review that spiralled into a national news story. Today, that same anonymous meme account is her literal resume; it's how she landed a job at the Betoota Advocate, and now leads talent and business development at its sister agency, Leverage.In this episode, Claudia breaks down the real mechanics behind building a satire brand: why great comedy always "punches up," never down, how she decided to reveal her identity after years behind the account, the brand deals she's turned into some of her most-shared content, and why she thinks a running joke can build more trust than a perfectly polished post ever could.INSIDE THE EPISODE: 00:00 — Intro: Claudia Bursill A.K.A Miss Double Bay 01:30 — The 'Miss Double Bay' Persona & Origin Story 02:33 — Origin Story: The Woolworths Avocado Review 06:25 — The Identity Reveal 10:57 — Miss Double Bay (MDB) & Job Opportunities 13:01 — Why Authenticity Beats the Traditional Influencer Brief 14:59 — From Meme Account to Writer to Business Development 16:12 — The Future of the Creator Economy 17:23 — A Day in the Life at Leverage 20:16 — What Is Satire, Really? 20:54 — The Golden Rule: Always Punch Up 24:41 — Turning a Moment Into Content 30:12 — Climbing & Fighting the Cringe Mountain 33:41 — Riding a Trend the Right Way 40:32 — Your Relationship With Your Phone 46:12 — PNLs in Media 48:18 — Trivia Night! 52:17 — Closing & Where to Find HerTRIVIA NIGHT TICKETS! Get it hereConnect with our Guest:Miss Double Bay on Instagram: @missdoublebayClaudia Bursill on Instagram: @claudiabursillThe Betoota Advocate: @betootaadvocateEnjoyed this Episode?Join our Community!Your host, Arielle Thomas on Instagram, @arielle.thomasUs, on Instagram, @processthepodcastWhatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday. See you at the next one!This episode includes third-party references (news coverage, satire case studies) used for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
- Aug 4, 202658 min
How Merit Built a Cult Following Before It Had a Name with Aila Morin
Aila Morin is the founding Chief Marketing Officer of Merit Beauty, one of the fastest-growing brands in the beauty industry. On this episode of Process, host Arielle Thomas sits down with Aila for a rare, in-depth conversation about brand building, marketing strategy, and product development, from Merit's earliest days as an anonymous Instagram account to its most recent Clean Volume mascara launch.Aila walks through how Merit built a loyal community before the brand even had a name, why the company skipped paid advertising entirely for its first four months, and how a single UX fix increased sales by more than 100%. She also gets candid about product failures, the emotional weight of building something people trust, and why Merit has no interest in using AI in its creative process.This conversation covers founder transparency, marketing strategy, brand building, product development, and the beauty industry from the inside, a masterclass for anyone building a brand, working in marketing, or curious how one of beauty's most consistent companies actually operates day to day.INSIDE THE EPISODE:00:00 — Intro00:38 — How Merit Came to Be03:15 — Finding the White Space in Beauty05:10 — Building a Brand That Doesn't Need the Product07:17 — Learning to Sell from the Shop Floor09:46 — The Secret Instagram Account That Became Merit11:33 — Skipping Paid Ads for Community as a Focus Group13:12 — Why Great Brands Aren't Built on Virality16:59 — Reinventing the Foundation Stick22:13 — Data Over Market Reports: Building Clean Volume26:11 — The Kaizen Approach to Product Development29:24 — Story First: How a Launch Actually Gets Built34:15 — Why Merit Never Starts With the Grid35:20 — Casting With a Story: Whitney Leavitt & Karen Pittman38:10 — Self-Doubt Behind the Confidence40:28 — Owning Polarizing Reviews42:17 — What Hasn't Worked44:30 — The Unglamorous Reality of Running Merit46:22 — Building a Brand That Lasts 100 Years49:00 — Clean Volume's "See to Believe" Sampling Strategy50:37 — The Future of Social & Why No AI Creative52:41 — Arielle's Personal Encounter With Merit55:36 — Beauty: Shame vs. BelongingConnect with our Guest:• Aila Morin on Instagram: @ailamorin• Merit Beauty on Instagram: @merit • Website: meritbeauty.com Enjoyed this Episode?Join our Community!• Your host, Arielle Thomas, on Instagram,@arielle.thomas: • Us, on Instagram, @processthepodcast •Whatsapp Community @processthepodcast Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
- Jul 21, 202613 min
Petit: Why Your Portfolio Isn't Getting You Hired Anymore
Your showreel might be quietly costing you clients, and no one's telling you that. In this solo petite episode, host Arielle Thomas walks through the exact framework she's using to recalibrate Cinema Thom: why clients now hire for problem-solving over taste, the real difference between a showreel and a case study, and the asset-mapping system replacing both. Part life update, part masterclass in founder transparency; including the six months she went quiet online, why that was a mistake, and the Tyler the Creator clip that changed how she thinks about promoting her own work. In this episode, you'll learn: The real difference between a showreel and a case study and why clients now expect both How to build a campaign asset map (Arielle's own team framework) Why "Rome wasn't built in a day" should be a content strategy, not an excuse The system Arielle's team uses to keep posting consistently without her being the bottleneck INSIDE THE EPISODE: 00:00 — Intro 00:43 — Why Clients Hire Me Now 02:54 — Showreel vs. Case Study, Defined 03:35 — Building the Asset Map 05:15 — Put Out Your Work (Tyler the Creator clip) 06:19 — Systems & Processes 08:15 — Behind-the-Scenes Beats the Hero Shot 09:15 — The Recalibration Roadmap 11:04 — Who Do I Want to Be? 12:12 — Closing & Community Enjoyed this Petit? Join our Community! Cinema Thom: @cinema_thom ( https://bit.ly/4fwwZI7 ) Your host, Arielle Thomas, on Instagram,@arielle.thomas (https://bit.ly/4v21hby) Us, on Instagram,@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please get in touch with hello@cinemathom.com
- Jul 15, 20261h 6m
Playboy to Summer Fridays: Ali Mitton Reclaims the Female Gaze
"If people want to work with you, they’re going to find you. So you've just got to create the work, be aligned with your own taste, and put it out there." — Ali Mitton From a darkroom in the Gold Coast to shooting global campaigns in Los Angeles, photographer Ali Mitton has built an undeniable, sun-drenched career capturing freedom, raw movement, and elevated beauty. But what happens when the high stakes of commercial advertising pull you away from your artistic centre? In this incredibly raw and transparent conversation, Ali opens up about building massive relationships with legacy brands like CoverGirl and Aerie, navigating the toxic comparison loops of Instagram, and how a devastating personal crisis, losing her dream home in the 2025 LA wildfires, sparked an existential creative reckoning. We dive deep into the differences between the Australian and American industry landscapes, the realities of high-stakes commercial sets, and why true artistry requires the courage to say "no". INSIDE THE EPISODE: 00:00 — Intro 04:32 — Owning the Title Before You've Earned It 07:46 — Protecting Your Signature as Jobs Get Bigger 12:06 — The No-Retouching Era 16:16 — Getting Dropped 21:10 — How Dream Clients Actually Find You 24:35 — Shooting Playboy for the Female Gaze 28:29 — Legacy Clients, Celebrities & Managing Egos 34:35 — Being the Client for Once 36:55 — Losing the House in the LA Fires 43:45 — Learning to Say No 48:04 — The Impossible Shot List 57:51 — Beauty's Nostalgic Rewind 1:01:28 — Instagram Rewind: Behind the Shots Connect with our Guest: Ali Mitton on Instagram: https://bit.ly/4vLjmuR Website: www.alimitton.com https://bit.ly/3T12QJj Enjoyed this Episode? Join our Community! Your host, Arielle Thomas, on Instagram,@arielle.thomas https://bit.ly/4v21hby Us, on Instagram,@processthepodcast https://bit.ly/4xJ1EKl Whatsapp Community @processthepodcast https://bit.ly/44pdcFf Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual references. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
- Jul 8, 202658 min
Inside Everyone's Favourite Creative Substack, Art Direction with Zoë Yasemin
"If everyone draws from the same pool of images, but they don't know why they're drawing from that, the work becomes the same." - Zoë Yasemin Welcome back to Process the Podcast. This week, Arielle sits down with Dutch-based creative director, researcher, and the brilliant mind behind the viral, globally ranked Substack: The Art Direction, Zoë Yasemin. While previous guests have masterfully explored the mechanics of still-life curation and multimedia stop-motion, Zoë’s strength is the depth of her reference pool. In this expansive dialogue, Zoë and Arielle dissect "aesthetic flattening" - the dangerous cultural cycle where creators pull from the exact same surface-level internet algorithms, leading to an inevitable sameness in modern brand output. From bidding on rare, vintage indie magazines on eBay to studying the historical representation of the female form, Zoe shares an elite masterclass on how to bridge the gap between a beautiful mood board and world-class execution. Inside the Episode: 00:00 — Intro 05:22 — Decades of Visual History 11:43 — What is True "Taste"? 17:10 — The 57K Substack Secret Blueprint 22:53 — Sourcing References Beyond Pinterest 28:22 — The Visual Curriculum Framework 33:10 — Finding Unexpected Creative Fuel 38:10 — Heritage Brand World-Building 43:49 — Inside a 3-Day Editorial Marathon 49:04 — Embracing Human Craft Over AI Connect with our Guest: Zoë Yasemin on Instagram: https://bit.ly/3TixD4k The Art Direction School on Instagram: https://bit.ly/4vgZgrZ Art Direction on Substack: https://bit.ly/4gsNWp3 Enjoyed this Episode? Join our Community! Your host, Arielle Thomas, on Instagram,@arielle.thomas (https://bit.ly/4v21hby) Us, on Instagram,@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday. See you at the next one! * This episode includes third-party images and video clips used for educational commentary and visual reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For copyright inquiries, please contact hello@cinemathom.com
- Jun 30, 202624 min
Petit: Creatives Are The New Athletes
"The reason why I want to instill you guys to care about this... is not because I want you to care about basketball. It's because I want you to care about the shape of the story. It's the unglamorous, the hours and hours and hours that go into unrewarded work." — Arielle Thomas Welcome back to another episode of Process the Podcast. We are sliding right back into the studio this week, and the way we are looking at our craft is getting a little bit sharper. In this unfiltered, solo Petit, Arielle steps directly up to the microphone to strip away the soft, algorithmic romanticism of the creative life. This episode drops a massive operational framework: creatives must think and work like high-performance athletes to truly get ahead. Pulling structural parallels from the historic 53-year championship wait of the New York Knicks, Jalen Brunson’s relentless work ethic, and Kobe Bryant’s obsessive midnight training methods, Arielle breaks down how to navigate the modern wave of AI slop and self-optimisation burnout. This is a raw, grounded look at how to get excited about the unglamorous reps, master the actual volume of your craft, and build an unbreakable work ethic when absolutely nobody is watching. Inside the Episode: 00:00 Resetting the Outlook: The Creative Entrepreneurship Shift 02:04 The New York Knicks & The Half-Century Wait for Greatness 04:24 The Myth of the Short-Cut: Fighting AI Slop with Athlete Logic 07:51 The Unglamorous Reps & Staring Down Unrewarded Work 09:43 Borrowing the Engine: Inspiration vs. Disciplined Refusal 11:01 Kobe Bryant, Michael Jackson, & The Strategy of Deconstruction 13:50 Mastery in Volume: The Truth of the 10,000-Hour Privilege 17:16 Audacious Thinking & The Quest to Build the Best Creative Podcast 18:50 The Toxic Optimisation Wave: Resisting Algorithmic Laziness 21:51 Romanticising the Boring: Stripping the Workspace Back to the Greats Enjoyed this Petit? Join our Community! Your host, Arielle Thomas, on Instagram,@arielle.thomas (https://bit.ly/4v21hby) Us, on Instagram,@processthepodcast (https://bit.ly/4xJ1EKl) Whatsapp Community @processthepodcast (https://bit.ly/44pdcFf) Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!
About Process The Podcast
Welcome to Process the podcast, where we welcome guests of all creative disciplines and bridge the gap between art and commerce as leaders in their lane. We dive into their unique process to actualize their ideas and get our hands dirty with - the work. Host Arielle Thomas hopes you love these creative conversations with some of the most celebrated names in the Australian fashion, media, and design landscape!
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