5 Minutes with… Rachel Perry
Rachel Perry, co-founder and executive producer at Whale, has spent more than half her life immersed in creative production — a journey that began at Y+R Mattingly in Melbourne and led her to Amsterdam’s global ad scene.
Driven by what she describes as “a love of craft and the makers,” Rachel believes in the power of trust to inspire teams. At Whale, she handpicks teams “capable of outdoing themselves on every brief,” fostering an environment where both seasoned experts and emerging talent can push creative boundaries.
Speaking to LBB, Rachel reflects on her journey from a small town to becoming a global creative producer, sharing her commitment to purpose-driven work, and her philosophy of balancing efficiency with creative integrity at Whale.
LBB> Were you always creative, even as a kid?
Rachel> I grew up in a small country town where creativity wasn’t really a thing. But my mum and dad are creative in their own way. They can both make or fix just about anything. Looking back, I think my childhood gave me my work ethic, practicality and integrity, more so than my creativity.
That came later at uni, when I fell in love with photography and film.
LBB> How do you select the right collaborators for such diverse projects, especially in balancing established and emerging talent?
Rachel> Instinct has a lot to do with it. Instinct and taste.
With a true love of craft and the makers, no matter the style and being able to identify and appreciate talent. I never tire of seeking out and being inspired by new work.
For every Whale project, the team (experienced or emerging) knows exactly why they have been hand-selected for the job. We set the goals early and stay true to them throughout the process.
Working with some of the most prolific and established directors/photographers/celebrities in the world has been a real pleasure and privilege. Along with a deep respect for their work, what’s crucial is a clear and confident vision of our project and a strong voice when navigating the complexities of working with these highly established partners.
When you collaborate with emerging talent, you want to allow a flourishing and fresh perspective that results in something raw and relevant, at the same time adding support that sets them up for success.
LBB> Your company, Whale, prides itself on being "production-first, craft-led." Could you explain how this philosophy influences how you manage projects, particularly from conception to execution?
Rachel> Our philosophy is rooted in purpose and efficiency—not just for costs, but because we believe it’s how great work gets made. For us, the process starts at the end. We dig into the ‘whys’ before touching the ‘hows.’ We never present an idea because we think it’s creatively cool but because we’re confident it will deliver and elevate. Practically, this means we start with a strong production strategy. With a clear focus on what needs to be made, we bring in the right resources and specialists to craft each idea with intention.
LBB> How do you balance maintaining a flexible production model with delivering high-quality creative output?
Rachel> Honestly, I’d say flexibility and quality go hand-in-hand. Flexibility lets us build a team of specialists and dedicate only the necessary time and resources to each project, so we’re not burning through budgets on unfeasible ideas. With a clear production-first strategy, we set objectives from the get-go and let everyone move forward with purpose, and without getting lost in endless iterations. I really believe this balance keeps our process lean yet creates high-quality output.
LBB> Having produced content for brands like Netflix, Adidas, and Absolut Vodka, what has been the most challenging project you’ve worked on, and how did you overcome those challenges?
Rachel> It’s a funny thing, and maybe something a lot of producers can relate to, but I don’t enjoy my job as much if I’m not pushed just a bit beyond my comfort zone.
I don’t seek out complications, but if I’m not challenged, the work just isn't as good. I guess that’s because challenges are opportunities to reconsider your approach and find a better way.
There are always plenty of great stories in production, like when an aeroplane fuselage was stuck in customs at JFK, and we were to shoot Morgan Freeman in it in under 12 hours.
Or the night I spent on the phone at a friend’s birthday party, scrambling to evacuate a crew of 10 from Guatemala due to political unrest.
And then the day a famous football player showed up to set, refusing to move, let alone kick a ball when the entire concept was built around kicking goals.
But actually, the hardest moments aren’t about logistics — they’re when the team falls apart, trust slips and people start to give up. It takes so much patience and passion to inject energy, to keep everyone going and to fight for momentum when the love is low.
That’s challenging.
LBB> You’ve said you select teams capable of outdoing themselves on every brief. What qualities do you look for when building your creative teams, and how do you foster a culture of trust and collaboration?
Rachel> Trust is at the heart of everything we do. It’s what inspires each team member to give their all. But trust isn’t a given — it’s earned. With our process, the initial stages of a project are all about setting the right tone for collaboration and consistency.
LBB> You’ve worked in both Melbourne and Amsterdam. How have your experiences in these different creative environments influenced your approach to production?
Rachel> We’ve always approached projects from a global point of view. Our approach in the Melbourne office is the same as in Amsterdam. Find the best people for the project and collaborate closely.
LBB> For someone starting out in the production or creative field today, what skills or mindset do you think are most critical for long-term success?
Rachel> Have passion for what you’re creating and don’t settle for someone else’s standards, but set your own and keep pushing until you reach them.
For me, it’s about staying curious and inspired, and never falling into a routine. Every project is unique and deserves its own fresh perspective.
LBB> If you could change one thing about the industry, what would it be?
Rachel> To foster more openness — in opportunities and communication.
Diversity and support are two areas that need a real shift, and they’re deeply connected. When building teams, we prioritise balance and inclusivity because every unique story adds depth and richness. Diverse voices are essential, and we work hard to open doors so these voices have a place in the industry.
We’re also committed to a culture of openness and respect, revisiting this tone throughout every project. Blame-pushing is one of the most frustrating aspects of the industry, often stemming from insecurity and pressure. It’s natural to feel overwhelmed in such a high-stakes, creative environment, but when challenges come up, so much time can be wasted pointing fingers rather than finding solutions.
We’re incredibly lucky to do what we do, and when everyone feels supported and celebrated for their contributions, anything is possible.
