Brisbane Digital Spotlight – Joey Chan

Brisbane Digital Spotlight thumbnail featuring Joey Chan.

Brisbane Digital Spotlight is a blog series that aims to shine light on the exceptional talent within the city’s digital community. With each post, I uncover a devoted individual within my network who I’ve recognised to be deeply engaged in the digital industry. Whether it be a Digital Marketer, a Developer, a Co-founder, a Project Manager, or even a Recruiter – my goal is to highlight the work these remarkable individuals do; day in, day out.

In this instalment, I caught up with Joey Chan, the Partnerships Manager and all-round digital superstar from TheStoryBoxes. I met Joey at the beginning of the year at an Interactive Minds event, where I was absolutely fascinated to hear about her passion for crafting captivating stories through powerful content. But it doesn’t stop there! Her commitment to connecting with others throughout the industry has led to some pretty amazing opportunities, including chairing the Young Professionals Alliance of the Hong Kong Australia Business Association.

TheStoryBoxes Partnerships Manager, Joey Chan sitting in digital studio.

Tell us about your background, how did you end up in the digital space?

You can say my background is a bit unconventional – I started my career in law, then found a balance between business and my interest in art/design in project marketing. Marketing something that doesn’t yet exist (off-the-plan properties) really challenges you to think about better and more engaging ways of communicating with your audience.  This is what drew me into the world of film – a medium with the power to change the way people think and behave. I am now Partnerships Manager at TheStoryBoxes, a digital production studio that creates meaningful impact through great stories.


Tell us a little about The Story Boxes and the exciting work they do.

At our core, TheStoryBoxes is driving impact through great stories. Our craft is our ability bring stories to life in an emotive and engaging way while being mindful of purpose and platforms.  Stories have the power to communicate important messages and be catalysts for change, so we use this power to champion four pillars of story: Human rights, Culture, Technology and Mental Health. These are themes that we are very passionate about.

We’re also proud to be a certified B Corporation so we have an ongoing commitment to creating positive impact through our business. It’s very empowering to know that the work that I do everyday contributes to a bigger purpose.

A recent project that I’m excited about is a web-series in partnership with Screen Queensland and Youtube about education and youth mental health. What’s exciting about this is that we are shaking things up in the branded entertainment space and partnering with brands that share values.Logo for The Story Boxes, the Brisbane-based digital marketing content studio.


What does your role at TheStoryBoxes entail?

There’s a few aspects to my role as Partnerships Manager.  Firstly, it is to understand our clients’ purpose, their key goals, what success looks like to them and the impact that they want to make on their audience.  Understanding their “why” means that we’re able to produce work that is authentic, true to brand and aligned in values.

This is also related to the second aspect of what I do, which is to partner with brands and organisations who have shared values and a desire to make an impact.

We specialise in film production, so we often work collaboratively with other creative disciplines like marketing and branding agencies, as well as digital marketing specialists to amplify and distribute the content we produce. If anything here resonates with you, your agency or brand, I’d be keen to hear from you!


Are there any upcoming trends in the content industry we should know about? 

Branded entertainment! We no longer want to be sold to in a traditional advertising kind of way.  Rather, we want to be entertained and inspired when we consume content. As a brand, you don’t ever want to be the ad where people are spamming the “SKIP” button; you want to be the entertainment that they are waiting through the unskippable ad to see. To do this well, the branded content needs to be authentic and understand their audience’s needs, aspirations and desires.

I’m also keen to see Linkedin’s original content because this would be an interesting distribution platform for many corporations and not-for-profits.


Do you have any valuable advice for anyone looking to enter the world of content?

It doesn’t have to be perfect – just start! You can constantly iterate as you learn and find your voice.  In finding your voice, I think it helps to ask yourself these questions:

  • What do you want to be known for?
  • What do you stand for?
  • What contribution do you want make in the audience/community/world?

Also, try not to be too overwhelmed with how much content you think you need to consume before creating your own content. I think sometimes we feel we don’t know enough or feel like we’re always trying to catch up to the “latest and greatest”.  I believe it’s more important to have your own unique voice and build an engaged audience based on who you are and what you stand for.


Do you have any other side projects you’re working on/are involved with?

Many! Recently I’ve been deep diving into specific areas of interest like design thinking, the intersecting of business and arts, and the nuances of cross-cultural communications.

Also, I enjoy learning from people’s experiences and bringing amazing people together. I chair the Young Professionals Alliance of the Hong Kong Australia Business Association. It’s where we bring young professionals together to network and learn about topics such as entrepreneurship, personal and professional development, and wellness.


What are some of your favourite things to do around sunny Brisbane when not at work?

When I feel like something creative, you’ll usually find me painting, writing creative concepts, or practicing my pottery skills on a throwing wheel. Otherwise, I’ll be doing the complete opposite like hiking up a mountain and swimming at the beach or waterfall.



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About me: 

I’m a twenty-two year old Digital Marketing & Conversions Specialist based in Brisbane, Australia. With a passion for all things digital and tech, I aim to connect and learn from as many like-minded digital enthusiasts as possible. If you have a passion for emerging technologies and digital practices, I’d love to connect and hear your story.