5 Minutes with… Shahn Devendran
Drawn to storytelling as a child, Shahn Devendran – now an acclaimed creative director, executive producer, screenwriter, brand strategist, and social advocate – boasts over a decade of professional experience across countless creative fields.
His expertise spans film and television, advertising, digital publishing, social media, virtual and immersive technologies, communications, strategic partnerships, events, design, UI/UX, and creative marketing.
With a focus on pushing creative boundaries and fostering high-performing teams, Shahn offers a unique perspective on balancing creative ambition with meaningful social impact.
Speaking to LBB, Shahn discusses his approach to producing compelling campaigns and leading high-performing teams in the evolving advertising landscape.
LBB> Have you always been creative, even as a child?
Shahn> I guess you could say that. I’ve always believed creativity is a fundamental part of what makes us human. As a little one, I had a deep curiosity in the different ways we can create. I was endlessly drawing, writing and exploring different photography techniques.
That then drew me to storytelling, both through writing and film. That sense of creativity and exploration has stayed with me throughout my life. It’s a reminder that no matter where we are or what we’re doing, there’s always room to innovate and imagine.
LBB> How do you approach integrating traditional and digital media in your campaigns at electriclimeº?
Shahn> At electriclimeº, our approach to integrating traditional and digital media is all about creating a seamless and impactful experience for the audience. We start by understanding the core message and objectives of a campaign - then working with the director, agency and client, we determine the best ways to leverage both traditional and digital channels to amplify that message.
We see traditional media as a powerful tool for reaching broad audiences and creating a strong and tangible presence. At the same time we understand how digital media provides the opportunity and flexibility to truly engage with people on a number of different levels, and so cater the message to those different formats.
LBB> What strategies do you employ to build and nurture high-performing teams in the fast-paced advertising and digital media environment?
Shahn> I always encourage my team to dive into new trends and ideas, constantly seeking fresh perspectives and encouraging a culture where ideas can flow freely – which has helped us stay at the forefront of the industry.
The world of advertising and digital media evolves quickly, and a high-performing team needs to pivot and adjust to new trends and technologies.
It’s also about fostering a shared sense of purpose. When everyone on the team understands and believes in the overarching mission, it aligns their efforts and fuels their passion.
And last but not least, lead by example. If you demonstrate the values and work ethic you expect from your team, your enthusiasm, integrity, and dedication will set the tone for the business and inspire others to follow suit.
LBB> With your extensive experience in social good campaigns, how do you balance creative ambition with the need for meaningful social impact?
Shahn> After working with the likes of MTV, Disney, Netflix, Nickelodeon and the leading broadcasters for a number of years, it occurred to me at a certain point that we were reaching millions of people on a regular basis - but perhaps only feeding them popcorn. Not to say there’s anything wrong with popcorn. I love popcorn. But it did make me feel that we could be engaging that audience in a more meaningful way to promote healthy social change.
That led me to develop CITIZEN REEF as a means of addressing climate change and garnering support behind the protection of the Great Barrier Reef; and UNHEARD which was a feature documentary series on Amazon Prime putting a spotlight on racial injustice in Australia.
These two campaigns funnelled millions across the world to support those areas of social need, and now, whether it’s developing films and series that broach an important issue, or working with organisations to create commercial work that is helping those who need it most, like our work with Westpac supporting the Indigenous community, I am always striving to see how I can use my role in the industry to help others.
LBB> What are some key trends in virtual and immersive media that you believe will shape the future of advertising in the next few years?
Shahn> VR and AR are already revolutionising how we interact with content and brands, making everything from shopping to storytelling more engaging. We can already see how a new product looks in our home without the legwork. But these developments aren’t just about convenience. They’re also opening up fresh ways to tell stories and have the audience interact with people and products. Essentially, they are new tools for creating memorable experiences that genuinely connect with an audience.
Industries like tourism, fashion, and automotive already use immersive media to offer virtual tours, virtual try-ons, and interactive product demos. And AI is stepping in to refine these experiences by personalising content in real-time and enhancing realism, making interactions smoother and more impactful. The evolution of haptics will only take this further.
LBB> How do you measure the success of your campaigns, and what metrics are most important to you?
Shahn> At electriclimeº, the success of a campaign is first and foremost dependent on client satisfaction. We work tirelessly to ensure the director, agency, and client have a seamless and premium experience, and that the finished product always brings as much value to the screen as possible. Our bottom line is to ensure the audience and our peers in the industry are left feeling inspired.
Beyond this, depending on how much information a client is willing to share, we look at the key metrics that reflect how well a campaign connects with the audience.
That said, success isn’t just about hitting the numbers. It’s also about ensuring the campaign resonates with people, positively impacting the client and audience, and aligning with the broader mission. Ultimately, that’s how we gauge whether the work we’re helping an agency or client create is successful.
LBB> What are the trends in the region you’re expecting to see take off in the next year?
Shahn> In the coming year, film production in Australia and New Zealand is set for exciting transformations. A positive trend is the growing focus on environmental responsibility, with more productions adopting green practices as a standard, like reducing waste and using sustainable materials. Something we’ve always valued at electriclimeº.
Virtual production continues to become more commonplace, offering clients the flexibility to create immersive environments without relying heavily on location shoots. This technology is opening up new creative possibilities and has become a regular offering of our business.
Streaming services are also branching out with new commercial options, leading to a surge in content tailored specifically for these platforms.
And as a global business, we’re beginning to see more and more requests for global options, pairing our local talents with our international offices and production partners. These partnerships are blending global resources, and enhancing the industry's creativity, value and impact.
Overall, these trends signal a shift towards innovation, community and sustainability, and we’re excited to be part of it.
LBB> If you could change one thing about the industry, what would it be and why?
Shahn> It would be to address the issue of diversity and inclusion more comprehensively. While we've made progress in recent years, there’s still a need to do more.
By embracing a wider range of experiences and backgrounds, we can undoubtedly create more authentic, compelling stories and campaigns that resonate with audiences on a deeper level.
This change involves not just increasing representation on screen, but also ensuring that diverse voices are included behind the scenes – writers, directors, producers, creatives, crew and decision-makers. It's about creating pathways for underrepresented talent and fostering an industry where everyone has the opportunity to contribute and grow.
