PHOTOPLAY is pleased to announce the signing of award-winning Sydney director Tracey Rowe for representation in Australia and New Zealand. With an eye for capturing beautiful design and emotive narratives, Rowe’s background as a photographer has helped to steer her unique visual style and astute attention to detail.

The director behind the beautiful Moccona ‘Sleeping Beauty’ campaign; Rowe has established a reputation as a visual and performance driven storyteller, eliciting genuine emotion from her subjects.

This recognition has seen her travel far from her hometown of Broken Hill to shoot around the world. She is equally comfortable with large, art directed shoots to smaller documentary work, with her background in photography informing her approach.

After gaining a Bachelor of Arts in Photography at the Royal Melbourne Institute of Technology, Rowe worked as an advertising photographer in Sydney and London. Yet it was back on home soil that she began directing under local production houses, picking up a slew of awards including a New Zealand Axis Award along with a Gold from the Creative Club Austria Awards and a Best of Show at the Aster Awards in the US.

A unique emotive quality to her work aided by her knowledge of photography and visual effects has seen Rowe direct campaigns for some of the country’s biggest brands, including Optus and News Corp, and for global clients Nestle, Johnson & Johnson, Palmolive, Panadol and Sears.

She has worked alongside local agencies such as M&C Saatchi, DDB Melbourne and JWT Sydney, and further abroad with numerous agencies in the USA and Europe.

Rowe’s honest and feminine approach to storytelling is what drew her to the attention of PHOTOPLAY executive producer Oliver Lawrance. “Tracey is a wonderfully distinct filmmaker who sees the world with a photographer’s gaze yet has a sensitivity to her work. She is such a talented filmmaker yet also a lovely human to work with, and that’s important,” he says.

Rowe added, “I’m so pleased to join PHOTOPLAY at a time in my career where I am seeking out more opportunities to collaborate with progressive creatives. The fact that PHOTOPLAY works across all kinds of content entertainment platforms means they are openly supportive of new and exciting ideas.”

Rowe is currently working on the development of a TV series script and a number of personal photography assignments alongside her commercial work. She has also recently completed a short documentary The Last Barber In Town, a moving tribute to her father and hometown.