In this first of a new series, we’re taking a look at some of the most creative faces in Melbourne with some help from our friend Kathleen Gunther, who partners with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. Jess Lilley is the first cab off the rank. She’s co-founder of and creative partner at The Open Arms and a Cannes Lions 2025 See It Be It Alumni.
1. How long have you been in Melbourne and if you weren’t born here, did you choose it or did it choose you?
I grew up in Richmond. Dannii Minogue would ride her BMX past me on the way to the Johnny Young Talent School as I was heading to the milk bar to pick up musk sticks and my mum’s Craven A Special Mild — very much a Melbourne kid.
My late teens and early twenties were spent working in the city’s independent music scene, which I am eternally grateful for, even if it meant the commercial creative world took a bit of getting used to.
I spent my thirties living overseas, first Toronto then London. I still crave London but it did give me a new appreciation for my home town. And when crunch time came and I had to choose, Melbourne won. There is an ease of finding your people here that is unique, and more challenging in other big cities.
2. What’s the most Melbourne thing about the way your team works?
If the world is six degrees of Kevin Bacon, Melbourne is at most three. The local grapevine has a knack of drawing the right people to you at the right time.
Amy and I love being immersed in the city’s different cultural stories. For me it’s as a broadcaster on RRR and an organiser of Footscray West Writers Fest.
We’ve met people at Melbourne Queer Film Festival parties, in radio station green rooms, at bookshops, who possess exactly the skills we need for a particular project. There’s something fluid and honest about the Melbourne creative community — we want everyone to do well so we are out there championing each other all over the place. It leads to beautiful work and beautiful working relationships.
Then there’s our studio. We work in the immaculate Le Space studios in Collingwood alongside other creative businesses. Listening to how architects are shaping our city, or standing in front of a wall filled with the work of local ceramicists, is a very energising way to work.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
I’m inspired by people who step outside traditional systems and do things on their own terms.
If I was half as principled as Mirella Arapian at Mek, as intuitive as Hannah McElhinney at Snack Drawer, as empathetic as Ray O’Hare at Array Productions, as dynamic as Jeremy Wortsman at Jacky Winter and as reverential of great creative thinkers as Sally Piskuric at Arts Centre Melbourne and Creative Mornings — I’d be made. And of course I draw strength from Amy, who is the emotional leader of the two of us.
Then there are all the independent creators we work with who teach me about staying true to yourself in the work you choose to do. I am also in awe of the army of incredible freelance creatives who happen to be mums I see around town, owing to the fact agency structures are still unforgiving for primary caregivers. It’s an indictment on an inflexible industry and they remind me to stay accountable and never get lost in your own bullshit.
4. If you had your time again, would you be doing what you’re doing now?
I could undo a lot of therapy if I think too hard about the answer to this question. So let’s just say, maybe.
5. If your agency/personal brand had a Melbourne walk-up song, what would it be and why?
I mean, New Media by The Bedroom Philosopher is just a very funny song about being a serious creative person in Melbourne.
But our walk up song would be Since I Left You by The Avalanches. It’s joyous, optimistic and jubilant. It embraces wonder and newness and a curious spirit. Which is how we like to work.
