Bryce Groves - Purposeful Creative

@purposefulcreative.bvg

Amplifying the mahi of brands with environmental and social change at heart, using design, film, storytelling and campaign expertise.
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Weeks posts
This animation I was #creativedirector on for @greenpeacenz just won Film Craft #Silver at the NZ Axis Awards! @pixelpush_studio blew my mind (in a good way), when developing how to bounce between two animation 'worlds' in the same storyline, they asked "would you be open to us doing it as #stopmotion?" So, no bloody #generativeAI – just craft, care, collaboration... and in this case, actual cotton wool. Keep an eye out on your socials for this piece when Greenpeace roll it out fully.
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1 month ago
Last week I smashed out a quick visual identity for @dolphindefendersnz who are hosting a very special event. While my main role in this project will be filmmaking, I couldn't let such a bold idea look anything less than, well, bold! Marine Policy Forum is a cross-partisan* afternoon where NGOs of all sizes, especially the smaller community ones, give voice to their concerns in a 'pecha kucha' format, then hear responses from a range of political parties. Whether you're someone deeply involved in conservation, a fisher, a snorkeler, a seabird lover, or just care for the future of our moana, it will be a great kōrero and a chance for you to see the power of the movements out there. RSVP, and dive in to the discussion! Photography by @shaunswildlife *many political parties will be there, but as you probably know, some care little for the oceans, so declined to attend :-)
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1 month ago
Some of the #typography and design promoting the @kiwisinclimate book launch tour, starting this week in Pōneke/Wellington, then bouncing around the country! From Insta posts to Powerpoint, to wayfinding poster and tabletop signage, @runwithrun 's mahi on the book cover and the beautiful Takarangi pattern has been a great platform for me to roll out an adaptable plethora of materials, quickly and consistently. There are still seats to many of the events, check out kiwisinclimate.org to grab a ticket!
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2 months ago
This week, the @kiwisinclimate book officially launched, with the publishing of the launch event tour happening across Aotearoa in March. While I've been working on a lot of the promotional content for this project, one standout piece was the opportunity to meet and film @eliza_mac_ . Best-known as New Zealand's Olympic-level pole-vault champion, Eliza also has a degree in environmental science, so as well as writing the foreword, she is really passionate about the kaupapa within and around this book. Check out kiwisinclimate.org to grab a ticket to one of the launch events around the motu next month.
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3 months ago
Right before Christmas, I helped @greenpeacenz with graphic design, filming and editing of their action event against dairy giant Fonterra, protesting the dangerous pollution of New Zealand waterways and tap water. 🐂🚰 I'm so proud of my partner @missyogijo who volunteered to be front and centre in the middle of both the media attention and the green slime (biodegradable of course, for theatrical purposes only :-)) My love of zombie/dystopian movies and gaming cetainly helped a lot with giving this the right vibe, both visually and with sound design. A real highlight was despite the disruption to the business, a security guard expressing concerned for the fate of the GoPro camera I placed in the middle of the slime!
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4 months ago
Some volunteer photography for @parkrun.nz in Auckland's #cornwallpark 🌳 I've been doing Park Run on and off for a while, and got back into the volunteering side of it again this weekend, putting a lovely rental RF135mm from @topicrentals to use. It was a bit hit and miss, rapidly moving subjects don't leave much time for thoughtful compositions at this focal length! There were some neat micro-stories unfolding in front of the lens, especially that of Tony (yellow shirt) who was slogging it out on the final lap, and his two friends saw him, and went back to cheer him on into the finish line. So I had to grab them for a group photo afterwards, such was the lovely camaraderie on show. I only wish I looked as good on camera as these people when I'm running!
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4 months ago
Te Tiriti is Unity - new Green sticker merch for Xmas Waitangi and beyond. Big thanks to illustrator Ezra and Designer Bryce for turning my rugged pencil sketch into this and to Ran and Comms for helping us decide! #kotahitanga #tetititi
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5 months ago
I'm not really a portrait photographer, but it was great to give my @kiwisinclimate friend @qiulae a hand with some stills for her launch as new leader of political party @opportunity_nz , including some Behind the Scenes moments. I've never seen a DOP work as fast and confidently as @masonbennettdp  – getting my shots while staying out of his needed some fast footwork! Qiulae makes the job easy though, a natural in front of the lens.
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5 months ago
Although only 70mm diameter, no small amount of mahi went into this new range of stickers for @nzgreenparty . This was a proper, good old-fashioned (and enjoyable) collabrative process, with the excellent @ezra_whittaker_powley illustrating 6 taonga native species whose habitat is under threat from proposed new mining in Aotearoa, on land and at sea. Meanwhile Green MP @steveabelthereal and I grappled with typography and fitting in all the essential details to such a small canvas. As part of this work I learned about two species native only to the unique ecosystem of #denniston in the South Island – the Avatar moth and the Wēta Occultstella morgana, under threat from proposed new coal mines. I've been so chuffed at the characterfulness Ezra has brought out in each creature, despite the scale with a bold, abstract style, and figuring out a harmonious but punchy colour palette for the whole series. No AI was used in this project! Keep an eye out on a greenie's notebook, phone, or waterbottle near you for one of these stickers. I only hope there's budget to do more with these great illustrations in 2026 😉 Printing thanks to @pivotalprint.nz in Wellington.
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5 months ago
This week the @kiwisinclimate book has opened for pre-orders! This has been a project of many moving parts over much of 2025. From working with the spirited and patient @runwithrun on cover design and authentic te aō māori elements (not to mention spinoff brand identity element for the also brand-new KiC site on @rocketsparkwebsites ), to collabs with @sarahjean.creative @alyx_duncan and @the.storo , photographing 30+ authors in Auckland, Wellington and London. I ducked into @batemanbooks last week to check out the proofs – spotting the illustration by @ezra_whittaker_powley looking great too. For now we only have the photoshop mockup of the book but once I get my hands on a sample, you'll be able to see it in full spot-UV-varnish glory! But you can order right now at kiwisinclimate.org/kic-book for delivery in 2026.
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6 months ago
Photographing the dawn commemoration on the #rainbowwarrior for @greenpeacenz ... Part 2: people moments
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10 months ago
Photographing the dawn commemoration on the #rainbowwarrior for @greenpeacenz ... Part 1: the ceremony
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10 months ago