Process The Podcast

In this episode of Process the Podcast, your host, motion director, and social strategist Arielle Thomas, records for the first time in the new Clubhouse. Arielle pulls back the curtain on how Cinema Thom is moving beyond the "cheerleader" energy of standard chat models to use Claude AI as a high-level critical thinking partner. This episode is a deep dive into the specific workflows, prompts, and uncomfortable feedback driving the business forward.In This Episode: No More "Cheerleaders": Why Arielle swapped ChatGPT’s niceness for a partner that plays devil’s advocate.The Skill-Upload Era: Moving beyond basic searches by using files to give AI professional context and specialised expertise.Defining the Role: Shifting from a standard chatbot to a granular thought partner that identifies strategy gaps.Creative Deciphering: How one prompt turned a vague vision into a hard-hitting, six-page growth strategy.The Money: Building complex three-tab financial models and tiered client margins in under three minutes.Case Study: Image Retouching: Using AI to fix lighting and swap products, saving thousands in potential reshoots.Maintaining Momentum: How AI bridges the gap between a creative idea and a team brief so projects don’t "die in the gaps."The Toolkit: Why platforms like Claude and Nano Banana are now essential for high-level creative output.The Devil's Advocate Prompt: " Work with me as a thought partner, get granular on positioning and strategy, push back where you see the gaps, and encourage me to go deeper where there’s something worth exploring, and give me both a quantitative and qualitative rate. "Mentioned in This Episode: Bella Cipolla, co-founder of Ponnd, who shared the specific prompt that unlocked Claude’s critical thinking.Bella on Instagram: @bella.cipSpecial thanks to: Alice McMullin of McMullin FurnitureAlice McMullin on Instagram: ⁠@alice_mcmullinMcMullin on Instagram: @mcmullinandcoJoin the Conversation: Share your own AI use cases with the creative community in the Project Girly group chat via the link in our Instagram bio. (Link to post) Say Hello! Your host, Arielle on Instagram @arielle.thomasUs, Process the Podcast on Instagram @processthepodcastNew episodes drop every Tuesday.Don’t miss next week's episode with Coco MocoeAn LA-based trend predictor, as she breaks down the game of short-form content.See you then!

What happens when you decide to dismantle an 8-year-old global success story to build something leaner, smarter, and more equipped for 2026?Recorded live at Google Headquarters in Sydney, this special episode of Process takes you inside Thoughtful Minds Connect. In celebration of their 10th anniversary, the elite data and performance minds at Thoughtful invited Arielle to host an intimate, unfiltered conversation with Raquel and Adam, the visionary founders behind cult fragrance house Who is Elijah.This is not a retrospective look at success; it’s a conversation recorded in the eye of the storm. While the moving trucks were quite literally at their warehouse, Adam and Raquel revealed the real-time reality of a massive business restructure, the $1.7M mistake that nearly cost them their brand prestige, and their new Top-Down strategy for global retail rollout. This is definitely a masterclass in founder transparency.So whether you’re navigating a complex supply chain, pivoting your brand positioning, or looking to the best data minds in the country to optimise your performance, Raquel and Adam’s strip-it-back-to-grow approach offers a roadmap for any creative founder feeling the heaviness of a scaling business.In this episode: The $1.7M Lesson: Raquel opens up about a massive retail deal that taught them the danger of a Bottom-Up strategy.The Great Restructure: Why they are shutting down their own manufacturing to focus 100% on brand and lightweight operations.Top-Down Authority: Why starting with Harrods and Selfridges is the only way to protect prestige in a crowded market.AI as an Emotional Agent: Adam’s fascinating off-mic theory on how product data must evolve to serve the emotional human through unemotional AI agents.The Thoughtful Edge: How shifting from Meta to Google (with a 40% higher AOV) transformed their performance marketing.The Future of Founders: Why the next generation of brands will thrive with teams of just two people and simplified supply chains.Featured in this Episode:Shop Who is Elijah at whoiselijah.com.auBrought to you by Thoughtful: Elevate your brand performance at thethoughtfulagency.com or DM Arielle for a direct intro to the team.Say Hello! Our Guests: Adam Bouris on Instagram @adambourisRaquel Bouris on Instagram @raaaquelbourisOur Episode Partner: The Thoughtful Agency on Instagram @thethoughtfulagencyYour host: Arielle Thomas on Instagram @arielle.thomas Us: on Instagram @processthepodcast ⁠New Episode Drops Every Tuesday. Catch you on the next one!

Michelle Battersby is one of Australia’s most influential female founders.From launching and scaling Bumble Australia to co-founding Sunroom, and now leading Peanut, the global social network connecting women through fertility, pregnancy and motherhood, Michelle has built her career at the intersection of tech, community and female empowerment.In this episode of Process, Michelle opens up about her transition into matrescence, the psychological shift into motherhood that mirrors adolescence, and what it really looks like to lead a high-growth global company while pregnant and postpartum.We discuss:What matrescence actually means, and why no one talks about itWhy pregnant women in leadership roles matter more than everThe realities of startup life behind the glossy headlinesBuilding Bumble in Australia and what that taught her about brand and communityCo-founding Sunroom and taking the leap into entrepreneurshipScaling Peanut as a global platform for women navigating fertility, pregnancy and motherhoodThe decision-making frameworks she uses as a CEORisk tolerance, ambition and redefining success as a modern womanMichelle shares candid insights into balancing motherhood with executive leadership, how identity evolves through different seasons of life, and why representation of ambitious, pregnant women in business is critical.This conversation is for founders, aspiring entrepreneurs, women navigating career pivots, and anyone curious about the psychological and strategic layers of building community-driven tech companies.If you're interested in female leadership, startup growth, motherhood and modern ambition, this episode is essential listening.Find Michelle on Instagram here. Find your host, Arielle on Instagram here. Find Process the Podcast on Instagram here. See you next Tuesday x

🎙️ Sophie Hood on Building Seoul Tonic: From Australia to New York, Amazon, Retail Strategy & Scaling a Wellness BrandWhat does it really take to build a modern wellness brand and have the ambition to take it global?In this episode of Process, Arielle Thomas sits down with Sophie Hood, founder of cult-favourite tonic brand Seoul Tonic, to unpack the creative and commercial decisions behind moving to New York, scaling through retail, navigating Amazon, and positioning a product for international success.Sophie is one of Australia’s most exciting women-led founders to watch, and in this conversation, she shares the unfiltered reality of entrepreneurship: from winning Food Stars and landing major retail opportunities, to managing inventory pressure, pitching airlines like Qantas, and building a brand that resonates in the hyper-competitive U.S. market.This episode is a masterclass in creativity meeting commerce. Perfect for founders, brand builders, marketers and anyone curious about what it actually takes to turn an idea into a global consumer brand.✨ In this episode, Sophie and Arielle cover:Moving from Australia to New York and why global ambition changes everythingThe early creative vision behind Seoul Tonic and finding product-market fitWhat winning Food Stars taught Sophie about pressure and opportunityHow to position a wellness product for premium retailScaling from independent stores to national distributionInventory, supply chains and the realities of cash flowWhy community and in-store experience matter more than everThe brutal truth about launching in the U.S. marketHow Amazon really works. Seller Central, fulfilment and margin gamesDifferences between U.S. and Australian e-commercePitching to major partners like QantasLaunching new product lines and beauty brandsWhy financial modelling is a non-negotiable skill for foundersHer up-and-coming 2nd business, this time in the beauty space! Find Sophie on Instagram here. Find Seoul Tonic on Instagram here. Find Process the Podcast on Instagram here.Find your host Arielle Thomas on Instagram here. See you next Tuesday!

In this special petit episode of Process, Arielle Thomas shares what’s next for the podcast and why it’s evolving into something much bigger than conversations behind a microphone.From building a recognisable visual identity to creating a physical creative space in Sydney, Arielle reflects on the realities of podcasting, the importance of consistency, and her long-term vision for cultivating a thriving creative community.She opens up about the challenges and rewards of running a creative podcast, how collaboration has shaped the journey so far, and why hosting events and bringing listeners together in real life is the natural next step for Process.This episode is an invitation into the future of Process: a place where ideas are exchanged, careers are sparked, and creativity is treated as a shared practice, not a solo pursuit.✨ What You’ll Hear in This Episode🎧 About Process• Why podcasting is both an art and a long game• The vision for Process as a leading creative podcast• Plans to build a physical creative hub in Sydney• How community and collaboration drive growth• The role of visual identity in building a recognisable brand• Creating spaces that feel welcoming and creatively charged• Why consistency matters more than perfection• How listener engagement shapes the future of the show• Hosting events and real-world creative gatherings• Where Process is heading next🎧 About ProcessProcess explores the journeys behind creative careers — from fashion and media to design, publishing, film and entrepreneurship. Each episode unpacks how ideas are built, how brands evolve, and what it really takes to create meaningful work in today’s cultural landscape.To learn more about the clubhouse, head to cinemathom.com/clubhouse Find Process the Podcast on Instagram here.Find Process the Podcast on Tik Tok here. Find your host, Arielle Thomas, on Instagram here. See you next Tuesday!

Legendary fashion and celebrity photographer Ben Watts joins Process for a conversation about longevity, instinct, and building a career in one of the most competitive creative industries in the world.From photographing icons like Heath Ledger to navigating the shift from film to digital, Ben opens up about the mindset that has sustained his decades-long career. Why being a great photographer starts with being a good people person, how to develop a recognisable style, and what it really takes to earn trust with world-famous talent.Host Arielle Thomas and Ben dive into the realities of hustling early on, the impact of social media on modern creatives, and why dignity, curiosity, and enjoyment remain at the core of meaningful work.It’s an honest, insightful look at how to stay creatively fulfilled while operating at the highest level.Why being a people person is as important as technical skillHow Ben built trust with A-list talentThe difference between chasing trends and developing a signature styleWhat the transition from film to digital changed foreverHow social media reshaped the photography industryThe role of hustle and adaptability in long creative careersWhy dignity and professionalism still set people apartStaying authentic in a competitive fieldFinding joy in the process—not just the outcomesBecoming the person people want to hire again and againFind Ben on Instagram here. Find Ben's extensive portfolio of work on Art Dept. Find Process the Podcast for the visuals of Ben's work and this episode here. Find your host, Arielle Thomas on Instagram here.

In this episode of Process, host Arielle Thomas sits down with American mindset and confidence coach Brian Siegal to unpack how creatives and entrepreneurs can break free from limiting beliefs, perfectionism, and procrastination, and build a mindset that actually supports growth.Brian shares his deeply personal journey from struggling with obesity and self-doubt to becoming a sought-after coach for creatives, founders, and high performers. Together, Arielle and Brian explore how identity, self-talk, and unconscious narratives shape the way we show up, and how to actively rewrite them.This conversation is both practical and perspective-shifting, offering tools you can apply immediately if you’re feeling stuck, overwhelmed, or caught in cycles of overthinking and inaction.Whether you’re a creative entrepreneur, founder, or someone craving more confidence and clarity, this episode is a masterclass in mindset coaching, personal growth, and creative self-leadership.How limiting beliefs silently sabotage creative confidence and momentumWhy procrastination is often rooted in fear, not lazinessThe role of self-awareness in personal and professional growthHow Brian reframes mindset challenges with creatives and entrepreneursThe Wheel of Life exercise and how to use it to assess balance and directionWhy accountability and community accelerate creative successHow perfectionism blocks progress — and how to move forward anywayWhat to look for when choosing the right mindset or confidence coachMindset coaching for creativesConfidence-building for entrepreneursOvercoming procrastination and perfectionismPersonal growth and self-beliefReframing limiting beliefsAccountability in the creative processGrowth mindset tools and exercisesThis episode is for:Creative entrepreneurs feeling stuck or self-doubtingFounders navigating fear, burnout, or indecisionAnyone struggling with confidence, procrastination, or perfectionismCreatives looking to build a sustainable, growth-oriented mindset“Why do I know what to do, but still don’t do it?”“How do I stop overthinking and start taking action?”“How can I build confidence without waiting to feel ready?”About BrianBrian Siegal is an American mindset and confidence coach who works with creatives and entrepreneurs to dismantle limiting beliefs, strengthen self-trust, and build clarity-driven momentum. Drawing from his own lived experience of personal transformation, Brian helps high-performing individuals align their inner narrative with the life and work they want to create.About Arielle Process is hosted by Arielle Thomas, exploring the behind-the-scenes thinking, habits, and systems that shape creative success. Each episode breaks down the inner and outer work required to build meaningful careers and lives.

In this episode, we sit down with Stephanie Somebody — the Melbourne-born art director and still-life photographer creating world-class imagery for brands like Goop, Aesop, and the most coveted names in beauty, lifestyle and luxury.But her story didn’t start in glossy studios or global campaigns.Stephanie shares the unexpected, unglamorous chapters of her early career, the moments that shaped her creative instincts, and how she carved out a niche so distinctive it now takes her around the world. We go deep on the evolution of her eye, the discipline behind building a visual signature, and what it really takes to make work that stops people in their tracks.Whether you’re in the creative industry, building a brand, or dreaming of a more artistic life, this conversation is a masterclass in vision, reinvention, and backing yourself long before the world does.Find Stephanie on Instagram here.Follow your host Arielle Thomas on Instagram here.Follow Process the Podcast on Instagram here.See you next Tuesday x

I sat down with Rebecca from Fine Form a few months ago to share my story, and a little more about how I got here. Tune in to listen to this episode of Fine Form! ---This week's guest is Arielle Thomas - filmmaker, social strategist, founder of Cinema Thom, and host of Process: The Podcast.Arielle is electric - in the way she creates, the way she speaks and the way she shows up for her work. She’s built a career on backing herself and carving her own lane: founding Cinema Thom, directing films and campaigns that cut through, and building a podcast that lifts the curtain on creative process with real honesty and heart.In this episode, she shares the values that anchor her, the mindset that keeps her momentum, and the lessons she’s learned along the way. Arielle’s confidence and conviction are inspiring - but what makes her stand out is how she pairs ambition with real vulnerability.It’s rare to hear someone talk about their work with this much joy and conviction - it’s contagious. I fist-bumped my way through the whole conversation, and I think you’ll leave this episode feeling the same spark.And if you’re looking for more of Arielle’s perspective, make sure you check out @arielle.thomas and @processthepodcastYou can follow FINE FORM @thisisfineform and Rebecca Jarvie-Gibbs at @rebeccajarviegibbs www.thisisfineform.com

In this solo episode, Arielle pulls back the curtain on what it actually looks like to grow a business without burning out.From navigating ambition to learning the hard way why “slow and steady” isn’t just a cliche, it’s a strategy. She shares the behind-the-scenes of building a team, developing products, and staying aligned with what matters most.This conversation is part personal reflection, part pep talk for anyone trying to scale something meaningful without losing themselves in the process. Arielle also unpacks how podcasting has been more than just a marketing channel, it’s been a tool for connection, clarity, and helping others find their voice. If you’re craving a real talk on what it means to grow with intention (and not just velocity), this one’s for you.Follow Process the Podcast on Instagram here: instagram.com/processthepodcastFollow your host Arielle Thomas on Instagram here: instagram.com/arielle.thomasSee you next Tuesday x

This week on Process: We sit down with Sophia Amoruso, OG Girlboss, Nasty Gal founder, and someone who’s navigated the full arc of startup stardom, burnout, reinvention, and everything in between.From selling vintage clothes on eBay to running a $100M+ fashion empire, Sophia’s story is as raw as it is iconic. We dig into the rise, the fall, and what it really takes to evolve when the brand you built starts to outgrow you.We talk about ambition, ego, hustle culture, and the myth of having it all, Plus what Sophia’s learned about rebuilding on her own terms.It’s a conversation about control, chaos, and carving a new path when the first one catches fire.You can now watch most episodes on our Youtube channel! Head over to watch your favourite episodes unfold on video now!See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.

In this episode of Process, creative entrepreneur Martina Calvi opens up about her evolution from a shy artist to a confident creator shaping her own path. She shares how journaling became a cornerstone of her practice, helping her carve out clarity, protect her creative space, and stay true to her artistic vision.Martina reflects on the power of self-expression and community, weaving in her experiences writing and publishing books, experimenting with zines, and building a business rooted in authenticity. She also talks about the challenges of making space for creativity in a fast-paced world and why protecting your time is non-negotiable for any artist or entrepreneur.If you’re curious about how to turn personal creative rituals into meaningful work, or you want to hear what it really takes to grow as a modern creative entrepreneur, this episode is for you.Find Martina's latest book on Amazon here. Follow Martina on Instagram here. Find her Tiny Store online here. Follow your host Arielle Thomas on Instagram here. Follow Process the podcast in Instagram here. Subscribe to the show and don't miss an episode! You can now watch most episodes on our Youtube channel! Head over to watch your favourite episodes unfold on video now! See you next Tuesday x Hosted on Acast. See acast.com/privacy for more information.