Samantha, MD at act.3 on storytelling, culture & impact
Introduction
Each month, we spotlight inspiring members of our community. This month’s #MeetOurMembers feature is Samantha, Managing Director at act.3 Australia, who blends storytelling, creativity and leadership to shape meaningful cultural moments across the globe.
Samantha doesn’t just tell stories — she builds them.
As the Managing Director of act.3 Australia, she leads brand storytelling and cultural campaigns across the APAC region for some of the world’s most iconic names, including adidas. But her creative reach extends far beyond brand strategy — into the worlds of art, advocacy, sport, and deep community connection.
Samantha describes herself as a cultural architect — someone who crafts experiences, content, and moments centred around people, purpose, and human connection. Her work spans sports, lifestyle, and sustainability — supported by roles on the boards of Women Sport Australia and the UCLA Alumni Association.
“I’m totally spoiled, because in all sectors of my professional life, I’m surrounded by people that form tables of diverse thought, global perspective, wild humour, and utter kindness.”
Her career has taken her across continents — from Australia to the US, Europe, the Middle East, and South Africa — and across disciplines, from entertainment to science.
She honed her storytelling craft in Los Angeles through roles with Propper Daley, BECK Media, and Friends At Work, while co-founding Mindful Ambition, a creative studio dedicated to deepening narratives around mental health and the Asian Pacific Islander experience.
But when it comes to who inspires her most, Samantha doesn’t hesitate.
“My family. We’re a group of adventurous, loving, and curious people who ask big and small questions, embrace each other’s paths, and are always finding new corners of the world to explore. Being around them makes me flourish.”
Samantha is the first to admit that nothing about her career has followed a traditional plan. From her time at UCLA to now, she’s simply followed her curiosity — saying yes to new opportunities and trusting that the right stories would find her. And they have.
In 2022, she designed and creative directed a campaign for adidas called BEYOND MY IMPOSSIBLE, which supported 11 South African women as they took on their first marathon. The campaign reached over 11 million people globally.
“The moments I spent hugging each of the girls as they crossed the finish line will always hold a special place in my heart.”
Outside of work, Samantha stays just as creatively fuelled.
She’s a poet, a sketch artist, a big ideas person. She’s usually coming up with a new documentary concept or dreaming up a startup idea. Most recently, she’s become fascinated by Formula 1 — particularly the engineering side of the sport.
“Anything hard-skill based is intriguing to me because my profession is quite fluid and creative. I’m fascinated by more mathematical or science-based professions because they’re so different.”
She’s also deeply musical — especially drawn to the piano, even if she’s a little out of practice.
When it comes to tools of the trade, Samantha’s daily go-tos include ChatGPT and MidJourney, which she uses to explore concept development and push the boundaries of how language interacts with technology.
Her favourite quote?
“Put yourself in positions for luck to hit you in the face.” — Ann, her mentor
And for anyone just starting in the creative or strategic space?
“Stay open, ask good questions, and be genuinely curious about other people’s stories. Step outside your bubble and let the things you don’t know stretch you.”
Her go-to local spot in Darlinghurst?
Stop Valve, especially for a matcha from Tessa.
And finally, what does she love most about working from Desk Space?
“The cross-pollination of ideas. Everyone here is doing something wildly different, but there’s a shared spirit of hustle and generosity.”
Her tip for new members?
“Say hi to the people you share the kitchen with — you never know where the conversation will take you.”
