When Cultural Authority Leads the Creative Process: Q&A with Campfire X's Peter Kirk

Jordan P. Kelley, Content Director, BrandStorytelling

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Peter Kirk’s work sits at the intersection of cultural responsibility and commercial storytelling, where creative ambition is inseparable from community accountability. As a First Nations storyteller and the driving force behind Campfire X, Kirk has built a company around a clear, non-negotiable mission: ensuring Indigenous creatives are present at the table at the outset of ideation.

This philosophy shapes every project Campfire X undertakes, including The Knowledge Keepers, a documentary developed in partnership with Insurance Australia Group's NRMA brand that centers First Nations land management wisdom as a living, practical response to Australia’s escalating climate realities. Grounded in knowledge systems refined over more than 80,000 years, the project asks audiences to reconsider whose expertise is valued and why.

In doing so, Kirk challenges brands and broadcasters to relinquish some creative control, trust Indigenous leadership, and recognize that culturally grounded narratives can meaningfully influence understanding, preparedness, and behavior when collaboration is genuine and power is shared. The result - a successful piece of mission-driven content that recently took home the silver in the sustainability, environment & climate: documentary or film category at the 5th annual Anthem Awards.

BrandStorytelling caught up with Kirk to learn more:

How do you describe the mission of Campfire X?

Its quite simple and something that will never change, to give First Nations creatives a seat at the table when ideas are creative concepts are being developed, to give people a voice who would not necessarily have a voice.

In your view, what responsibilities and opportunities come with being an Indigenous content creator working at the intersection of culture, community, and commercial storytelling?

Good question - one of our primary responsibilities is to maintain the importance of culture, the importance of inclusion. How do we as a company balance the challenges of working in an environment that is outcome focused with the cultural needs of a First Nations creator that is carrying the responsibilities of their family, community, mob and culture? It's a daily challenge, but when we all get it, right magic happens.

What drew you personally to the work of elevating First Nations knowledge systems, and how does that commitment influence the types of stories you choose to tell?

As a First Nations storyteller, it was frustratingly difficult to watch other creatives get opportunities that I and other First Nations creatives weren't getting. The reasons for this are well known ( socioeconomic, relationships, opportunities, etc.) I would watch so many talented people get overlooked because they weren't in the agency clique. We ( Campfire x ) had to step up and try and change this, creativity should have no boundaries.

What was the initial spark for The Knowledge Keepers, and how did you determine that this was a story that needed to be told now, and told in partnership with IAG?

IAG reached out as we bounced a few ideas around. Australia has some very intense extreme weather, as Im writing this the south of Australia is experiencing catastrophic fires, yet the north is experiencing a cyclone. First Nations have lived on this land for over 80, 000 years, and managed to combat this extreme weather. Knowledge was passed from generation to generation. IAG and Campfire x wanted to share this knowledge with Aussies to help them better prepare for these extreme weather events.

The project asks audiences to learn from the past to prepare for the future; what narrative approaches did you take to bridge cultural wisdom with contemporary climate realities?

We wanted and managed to have highly experienced First Nations land experts share their knowledge and wisdom. The narrative focused on the problems ( fire, flood, heat ). We then discussed a solution from a First Nations point of view and how this thinking can help everyone negate this extreme weather.

How did you balance the responsibility of accurately representing First Nations land management with the demands of a broadcast partner like NITV/SBS and a brand partner like IAG?

IAG were fantastic they allowed us to lead and suggest the right strategy for the documentary

From a brand storytelling perspective, what do you believe The Knowledge Keepers demonstrates about the power of culturally grounded narratives to influence public understanding and behavior?

As a senior creative its hard. The reason you're a senior creative is that you are talented at your job and manage the process. To obtain a great outcome you/all of us have to let go and trust the process more, trust First Nations creatives to achieve the outcome you want. Give up some creative control to allow people to feel welcome and included.

As the project garners recognition like winning silver at the Anthem Awards, what impact do you hope it has on future collaborations between brands, Indigenous storytellers, and communities seeking to share their knowledge?

I hope people can see that this was truly a collaborative piece. I hope people can see that sometimes talent can come from the most unexpected places. Give people a chance - stop looking at data, awards and ways to quantify the ability of the person you wish to work with. First Nations storytellers bring a heap of talent and a different perspective to your project. That's what I hope people see from this project and thats what I hope has the most impact.

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About Peter Kirk

Peter Kirk is a proud First Nations director and Co-Founder of Campfire x, celebrated for his bold, human-centred storytelling and commitment to cultural integrity.

With over two decades of experience across film, television, and digital media, Peter has directed award-winning campaigns for global brands such as Netflix, Xbox, Microsoft, and Greenpeace - earning accolades including Webby, ADMA, and W3 Awards.

A multi award winning filmmaker, his feature Hello Forever gained international acclaim, while his leadership continues to shape the creative industry through mentorship and roles such as juror for Spikes Asia.

Peter’s work spanning grassroots community projects to large-scale productions reflects his belief that storytelling can educate, connect, and transform. At Campfire x, he leads with vision and heart, using media to amplify First Nations voices and inspire creative bravery across cultures.