Veteran Australian filmmaker Pete Ireland has enjoyed a career all over the world. Best known amongst industry insiders for directing and producing thousands of videos while working at MTV in London, Argentina and then the US, the innovative filmmaker recently joined the Los Angeles based company of Verve, a new sales platform targeted at millennials.
“It’s definitely challenging work but at its core it’s work I love because get to tell stories across so many different mediums from social to broadcast, my work at Verve lets me play with filmmaking in a unique way.”
As a company valued at 180 million dollars wanting to connect the media and entertainment industry with young trendsetters, it came as no surprise that Verve turned to Pete for his expertise and experience in the youth-branded content industry.
Pete is one of the few distinguished filmmakers who is capable of increasing company revenues as his innovative projects rake in millions of views effortlessly, which in return increases company visibility and revenue.
Early on, the award-winning filmmaker, whose narrative projects have screened at exclusive festivals in Europe and America, developed a reputation for using a left-of-centre style which conflated quirky set-pieces with bright and honest imagery.
“I was obsessed with movies ever since I was young. I wanted to tell stories and discovered that film was the medium I wanted to do it with. I started with editing but quickly realised directing was where I could make the most impact. When I started my own company [The Production Room] in 2010, I did really have high expectations.” Pete continued with a laugh. “But still, I never imagined that I would be in this situation, talking to you guys 10 years later.”
Of course, Pete didn’t start at Verve with the same naivety that characterised his early beginnings.
In his new role in LA, he’s in charge of building a new creative standard across a wide variety of youth-focused travel, live music, event and festival experiences by producing, directing, and editing hundreds of promotional films and video campaigns.
“I have been doing exactly that for more than six years at the MTV International, and as a producer and editor for fifteen years before that.” He added. “I really admired Verve’s mission and I am excited to be helping build a brand that I know is going to be huge not only in the US market but globally”.
After he directed film projects Blueberry Lane with Sleepover actress Leisa Barry Smith and Breathless with Home and Away’s Esther Anderson, Pete’s ability to capture an audience’s attention and move them with humour was recognised by both film-lovers and big businesses.
“Pete has always been a master narrator who can tell stories from outside his own experience,” said prominent EVP of MTV International, Kerry Taylor when contacted to comment. “He always knows the right balance between storytelling and selling.”
Thrilled by the quality of Peter’s work, advertisements for MTV were also advertised through social media outlets such as Facebook as well as MTV’s company website, which in return increased company visibility by millions. Throughout Pete’s time with the network, he undoubtedly was responsible for the increase in ratings (and consequently, ad revenue) experienced by the programs on which he was a director.
In the midst of his early days running his own film production company, Pete found particular success directing a number of high-profile music videos, laying a firm groundwork for his eventual role at MTV.
The highlight was his works for X Factor Australia winner Altiyan Childs and ARIA Music Award ‘Song of the Year’ winner Tim Freedman.
“He really understood the message I wanted to convey with my music,” said Brendan Maclean. “Work with Pete was an absolute treat.”
Some of the music video work for which Pete is still well-known includes projects for hugely popular artists like Cub Sport and Eurovision contestant Kate Miller-Heidke, meaning that Pete’s directing efforts have been shown in arenas for their concerts all over the world, including at the renowned Splendour in the Grass music festival in Queensland.
It was no surprise therefore that MTV recognized Pete’s remarkable talents so they reached out to him in the midst of a his freelancing career. After his outstanding edits on promo films for MTV UK’s Geordie Shore, the company brought Pete on in a full-time capacity as a Senior Promo Producer and Creative. Three years later, he was handed the reigns of shaping MTV International’s brand across a range of mediums and channels, allowing him to flex the full range of his filmmaking muscles.
“Pete was a total package for us. Not only his creative ability, but also his leadership skills, attention to detail, and work ethic all contributed to our company,” said Kerry Taylor, Pete’s ex-boss at MTV.
Pete oversaw all promotional projects for MTV shows including Geordie Shore, Teen Mom, Catfish, Ex on the Beach, Judge Geordie, The Valleys, and many others. He worked all over Europe, mainly in London, and later in Argentina and New York, always executing work at the excellence for which he has become known, regardless of the city he was in or team of people with whom he was working.
Of course, a filmmaker’s career wouldn’t be complete without some experience in the City of Angeles itself.
“I felt called to Los Angeles, it was always the end goal for me. I’m excited to continue to explore more opportunities in different avenues of American filmmaking,” Pete offered.
He wanted to work with a company in a more hands-on capacity and work with it from the ground-up in its early stages of development. The role also permits Pete the freedom to pursue his own personal projects, including a number of projects in development including The Morning After Night.
“This industry can certainly challenge you at times. No question. But I still have the same fire that I always had since the beginning of my career. I feel truly privileged to be able to do what I feel passionate about. I get to tell stories from many different perspectives and to be a part of worlds so different from my own. I absolutely love it, and I cannot wait for the next challenges.”