After two decades in the coffee industry, across a number of roles, Al Keating joined Auckland-based creative production studio Supernormal in October 2021.
Perhaps New Zealand’s most beloved brew, Coffee Supreme grew from a popular Wellington roastery to an internationally respected brand with operations across NZ, Australia and Tokyo.
Keating played a key part in that, leading a team in developing the internal culture and external brand, and for the past eight years of his time there, leading as CEO.
After a brief sabbatical (mostly fly fishing), he joined the flock at Icebreaker for a six month stint as Global Creative Lead, where he created a successful campaign, produced it together with Supernormal, then joined the small but punchy team.
“Being an outsider to the film and advertising industry, he is enjoying this new chapter in his career – an opportunity to combine his leadership and creative skills with ours – and at last, decent coffee in the office!” says Michelle Delaney, Executive Producer at Supernormal.
What some might see as a very daunting, ‘in-the-deep-end’ situation, Keating sees it as an opportunity to bring fresh eyes to a fast-evolving industry. He has a different set of skills; from commercial, brand development, leadership, and all through the lens of a creative thinker with a love for good storytelling.
“His background in hospitality, service and brand is a huge bonus for us,” adds Matt McKenzie, Founder of Supernormal.
“Al gets people. When creating meaningful work for brands that depend on it to be effective. His influence in the brand and culture of Supreme gives him a good understanding of what is important to both our clients and our own team.”
Keating says: “Supernormal are a small, close team. They’re like a family, which is the culture and working environment I’m familiar with after years in the coffee industry.
And like any family, they work closely together, putting in the mahi to meet deadlines, be it around the table or on the road. Most importantly, they actually get on. Why work with people you wouldn’t want to have at your dinner table at home?”
Since joining, Keating has had a hand in a number of campaigns, small and large; for icebreaker, Honest Rum, TVNZ, IAMMI, Hyundai and Isuzu.
“Being nimble and thinking bigger is how we want to steer Supernormal into the next era of commercial film and storytelling. We struggle to see how the old modus operandi can continue to add value to clients who are also navigating uncharted waters,” he says.
Keating is now leading Supernormal’s hunt for fresh, big-thinking team members to join their production team in a number of roles.
The roles include:
Post-Production Art Director;
Production Manager;
Producer;
with more information available here.
If you’ve got proven experience in film production, can work well alongside hardworking teammates, are a creative problem-solver, recommend the best reasonably-priced restaurant anywhere in New Zealand, and eat detail for breakfast – then he wants to hear from you.
The team at Supernormal want to hear from applicants who share a love for storytelling, video production and above all else, creativity and collaboration.
Send you CV and examples of work to [email protected]
