Guilty

What Guilty does

Guilty is a Melbourne-based creative content agency operating as a director roster representation firm, headquartered in Cremorne, Victoria since approximately 2012. The company represents 10 directors with distinct creative specializations spanning comedy, drama, documentary, commercial realism, surreal comedy, and action, including internationally recognized talent such as Clayton Jacobson (feature film 'Kenny' with a 100% Rotten Tomatoes rating), Damian Walshe-Howling (Cannes selection 'Suspended'), and Christopher Tovo (Grand Clio winner). Its core products are commercial directing services for TVCs and branded content, film and TV production services, and music video direction, delivered end-to-end from concept to final deliverable.

The business model is project-based professional services: Guilty matches client briefs to directors on its roster, producing advertising campaigns, branded films, TV commercials, feature films, TV series, documentaries, and digital content. Revenue streams include commercial content production (the primary stream), film and TV production with international festival and distribution participation, and music video direction. Pricing is quote-based and not publicly disclosed, with project scope ranging from short-form commercials to feature-length productions. The go-to-market motion is sales-led, B2B, driven by director reputation, industry awards, and direct outreach. Customer segments are horizontal and span brand advertisers (Heineken, Ford, Holden, Nissan, Commonwealth Bank, NAB, McCain's, Puma, Cadbury, David Jones), government agencies (WorkSafe, Department of Justice, Our Watch, Australian Defence Force Recruiting), broadcasters and streaming platforms (SBS), and nonprofit organizations (Save the Children, RSPCA, Mission Australia). Distribution is exclusively direct client engagement from the single Melbourne office.

The company maintains a social impact initiative called the 'Thank You Economy,' formalizing ongoing charitable contributions to seven partner organizations including One Girl, Hagar, Save the Children, ABC Friends, and Mission Australia. There is no disclosed institutional investment, no funding history, no parent company, no subsidiaries, and no mergers or acquisitions in the available data. Ownership is founder/management-controlled, with Executive Producers Jason Byrne and Rohan Timlock handling operations and client relations.

Name

Guilty

Legal name

Guilty

Website

https://guiltycontent.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Guilty is a Melbourne-based creative content agency representing a roster of 10 directors, producing TV commercials, branded films, feature films, TV series, documentaries, and music videos for enterprise brand advertisers, government agencies, broadcasters, and nonprofit organizations across Australia.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Motion Picture and Video Production (51211), Independent Artists, Writers, and Performers (71151)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Video/Film Creative Agencies (Concept-to-Creative) (MPAAAAAG)

akta.pro secondary industries

Talent Agency & Representation Services (HSACAHAK), Production & Talent Services (Casting, Crew, Production Management) (MPAAAMAF)

Keywords

• Commercial production services
• Film television production
• Music video direction
• Documentary production
• Director representation

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commercial Content Production: Revenue generated from producing advertising campaigns, TV commercials, branded content, and digital content for brand clients, advertising agencies, and broadcasters. Project-based, episodic engagements.
2. Film & TV Production: Revenue from feature film, TV series, and documentary production including international festival submissions and distribution.
3. Music Video Direction: Direction of music videos for recording artists and bands, contributing to diverse creative portfolio revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Guilty is a creative content production agency that represents a roster of 10 award-winning directors and produces television commercials (TVCs), branded content, feature films, television series, documentaries, music videos, and web series. The agency delivers end-to-end production services from concept through final deliverable, matching directors to client briefs across advertising, government, broadcasting, and nonprofit sectors.

Product overview

Guilty is a creative content agency offering a unified portfolio of film, TV, and commercial production services. The core offering consists of Film & TV Production Services and Commercial Directing Services delivered through a roster of accomplished directors specializing in various genres. The Thank You Economy initiative represents the agency's social impact commitment, channeling contributions to charitable partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Directing Services Television commercial (TVC) directing and production services delivered through a roster of award-winning directors, sold on a project basis to brand marketers, advertising agencies, government departments, and broadcasters in Australia.
• Film & TV Production Services End-to-end creative content production across feature films, television series, documentaries, and branded film, leveraging directors with Cannes, AACTA, and festival recognition for broadcasters, distributors, and content commissioning clients.
• Music Video Direction Direction and production of music videos for recording artists and bands, delivered on a project basis as part of the agency's creative services portfolio.

Named customers41 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Persistence ProductionscoreStrategic or Co-development Partner · 1 January 2023Yianni Rowlands founded Persistence Productions in 2021 as an independent production company to support his creative practice. In 2023, Rowlands joined forces with GUILTY as a director, indicating a strategic partnership between his independent company and the agency.
• One GirlminorOthersCharitable partner in the Thank You Economy initiative - organization focused on girls' education in Africa and Australia
• HagarminorOthersCharitable partner in the Thank You Economy initiative - international organization supporting survivors of trafficking and abuse
• Bikes 4 LifeminorOthersCharitable partner in the Thank You Economy initiative - organization providing bikes to those in need
• BrainwaveminorOthersCharitable partner in the Thank You Economy initiative - organization supporting children with brain conditions and their families
• Save the ChildrenminorOthersCharitable partner in the Thank You Economy initiative - global organization protecting children's rights
• ABC FriendsminorOthersCharitable partner in the Thank You Economy initiative - organization supporting public broadcasting
• Mission AustraliaminorOthersCharitable partner in the Thank You Economy initiative - organization addressing homelessness and disadvantage

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Radical Media: Global production company with multi-office presence and a director roster spanning commercials, branded content, and feature films. Larger established player in the same creative production space as Guilty.
• RSA Films: Global Ridley Scott-owned commercial and long-form production company with an extensive director roster. Represents the upper-tier incumbent in the same production category, serving the same brand advertiser pool at greater scale.
• Anonymous Content: Global production and talent management company with a director roster producing commercials, films, and series. Broader scale and geographic reach, but operates on the same talent-representation + production model.

Direct peers

• Plaza Films: Australian commercial and content production company with a director roster serving major brand clients. Comparable in operating model, geography, and target advertiser segments.
• Good Oil Films: Australian director-driven production company producing commercials, music videos, and digital content. Directly competes for ANZ brand briefs and shares the multi-director talent agency structure.
• The Glue Society: Australian creative production collective with a multi-director model specialising in commercials and branded content. Comparable in talent-roster approach and commercial production focus.
• Sweetshop: Australia/New Zealand director-driven production company producing TVCs, branded content, and films. Competes head-to-head with Guilty for the same brand advertiser briefs across the ANZ market.
• Revolver Films: Sydney-based director-led production house representing multiple award-winning commercial and film directors. Directly comparable roster model and Australian commercial/TV production focus.
• Scoundrel: Melbourne-based directorial production company with a multi-director roster spanning commercials, music videos, and long-form content. Closest comparable in scale, geography, and talent-representation model to Guilty.
• Rabbit (Hat): Australia-based content and commercials production company with a director roster. Competes in the same ANZ TVC and branded content market as Guilty.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/guiltycontent
• LinkedInlinkedin.com/company/guilty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Guilty