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we use the power of story

to create a better world.

(some of) our team

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Jamie Day

Jamie oversees all of Lead by Story's film productions - from initial concept through to final edit, bringing creative vision and technical excellence to every frame.

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Sam Small

Sam provides administrative and creative support across Lead by Story projects (she's also married to Will – and ensures only the best ideas make the cut!)

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Ben Procter

Behind the lens on most of our shoots, Ben is a gifted cinematographer who brings both technical precision and an intuitive eye for capturing authentic human moments.

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Olivia Wolfe

Currently completing her PhD in creative writing, Olivia provides an ear for story and skilled copywriting across several of our projects.

why we do, what we do

Stories shape how we see ourselves and each other. In a world drowning in noise, there is still nothing that creates real connection and change like authentic human stories. 

 

We believe the organisations doing the most vital work – in health, education and community – need the power of story to create lasting impact. That's why we exist.

our mission

To create positive social change through the craft of exceptional storytelling.

 

We partner with purpose-driven organisations to uncover, shape and share the stories that matter – stories that inspire action, shift perspectives, and build a more connected and resilient world.

about will small

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Will Small is a poet, writer and speaker, and the founding director of Lead by Story.

As lead writer and creative strategist, Will shapes the narrative heart of our work – from directing memorable fundraising campaigns to perspective-shifting films. His spoken word performances and creative workshops have moved audiences across Australia, weaving together philosophical insights and human stories in memorable and inspiring ways.

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what's it like to work with us?

our process

step 1 / the story begins

We believe great storytelling always begins with listening. We start with collaboration and co-design, seeking diverse voices to inform our understanding. Through thoughtful questions and careful synthesis, we uncover the authentic narrative heart of each project. This is the foundation that ensures our creative execution is both strategically sound and genuinely reflective of all stakeholders. Because the best stories are discovered together.

step 2 / the plot thickens

Great storytelling requires understanding the challenge at the roots. We dig deep to identify the real problem we're solving – whether that's making mental health support more accessible to young people, breaking through donor fatigue to fund vital programs, or helping people see something familiar, in a new way. There's no story without conflict — but naming it can be the pathway to resolution.

step 3 / crafting the story

This is where strategy becomes art. Our team brings together creative direction, copywriting, film production, design and more to shape your story with exceptional craft. We obsess over the details – the perfect word, the right frame, the moment of pause that makes everything land. But craft isn't just about beauty; it's about impact. We push beyond the brief, always asking: will this move someone to tears, to action, to change? 

step 4 / story comes to life

The true test of any story is what happens after 'the end.' We measure impact not just in views or clicks, but in funds raised, lives changed, communities strengthened. We celebrate when your story achieves its purpose – and we learn from every outcome. Each project becomes wisdom for the next. Because there's always another chapter to write.

FAQ's

  • We primarily partner with organisations in health, education and the non-profit sector – those creating positive social impact. If your work makes communities stronger, helps people thrive, or addresses vital social needs, we're likely a great fit. We're based on the Central Coast and work across Sydney, Newcastle and beyond.

  • The best place to start is a conversation. We know it can be overwhelming to identify which story to tell first or what creative approach will have the most impact. That's why we begin every relationship with deep listening – understanding your goals, challenges and opportunities. Together, we'll identify the highest-impact starting point, whether that's a single strategic project or mapping out a longer journey. You don't need all the answers; you just need to be ready to explore.

  • We only work on projects that align with our values and create positive social change — it's not just what we do, it's why we exist. Our founder is a practising spoken word poet who brings a unique artistic lens to strategic communications. Plus, we genuinely understand the sectors we serve, with an approach to social impact storytelling we've been refining for years.

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Lead By Story acknowledges the Traditional Owners of the land where we work and live, The Darkinjung People. We pay our respects to Elders past and present. 

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Copyright 2025 by Lead By Story

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