Emma Daines: The human effect

From receptionist to global VFX leader, FIN Design + Effects’ Emma Daines talks to Jamie Madge about four decades of change, the value of people-first culture, and why technology is only ever part of the creative equation.

How did you get into the industry, and what made you stay in it?

I pretty much fell into it. I’d studied a Bachelor of Science in Brisbane, Australia, but wasn’t entirely sure what path I wanted to pursue. At 19, I took a job as a governess on a large cattle and wheat farm in regional Queensland to earn some money and travel.

By the time I was 21, I realised I needed to get more serious about building a career. The family I worked for introduced me to a friend who owned a post-production company in Melbourne. I did some work experience there for fun and immediately connected with the energy, creativity and pace of the environment. Two months later, I packed my bags, moved to Melbourne, started as a receptionist, and have never looked back.

Who were your mentors or influences early on?

I wouldn’t say I had mentors in the traditional sense. When I started in the industry 40 years ago, mentoring wasn’t really part of the conversation. You were expected to get on with it and learn as you went.

Looking back, I would say my biggest influences were my peers. We were all young, ambitious and excited to be at the forefront of such a creative world. Being surrounded by incredibly talented people finding their place in the industry was hugely motivating and really pushed me forward.

Which technological shifts genuinely transformed the industry, and which trends were overhyped?

I’ve witnessed an extraordinary amount of technological change. When I first entered the industry, VFX as we know it today barely existed. The process was still very traditional: shoot, edit, grade, online, output, next.

When I started in the industry 40 years ago, mentoring wasn’t really part of the conversation. You were expected to get on with it and learn as you went.

The real transformation came with the rise of CGI in the 1990s and increasingly sophisticated software. That evolution fundamentally changed post-production and launched modern VFX as we know it today, with the mainstream adoption of 3D modelling, animation and rendering.

Overhyped trends are nothing new. New technology continues to arise with promises that it will “change everything overnight”. The reality is that it keeps evolving. But great creative work continues to depend on talent, craft and collaboration. Technology enhances creativity but is not a replacement for it.

FIN has grown from a boutique studio into a global VFX company. How do you maintain culture as a business expands?

I’ve always believed it is one thing to create a people-first culture, but maintaining it as a company grows requires constant attention and genuine effort. You have to stay true to your values and the essence of why you grew the company in the first place.

For me, culture is based on shared values, passion, energy and respect for one another. It’s always about people. As we’ve grown, we have prioritised hiring energetic and talented people who share this same commitment to craft and collaboration.

Throughout my career, I have never been particularly hierarchical. I have preferred creating an environment where people feel ownership, can contribute openly and thrive as part of a collaborative team. I’m a very team-oriented person by nature. Maintaining a positive environment is also important, as positivity is incredibly infectious.

Above: FIN Design + Effects helped bring Australia’s festive welcome to life in Tourism Australia’s musical campaign, Matesong.

Has post-production become more accessible and inclusive since you first entered it?

Yes, in many ways. Online learning, behind-the-scenes content and social media have made the industry far more accessible and have demystified the process considerably. More people now understand what goes into VFX, and we’re seeing far more diverse voices entering the field.

Talent remains the most important thing. To keep creativity vibrant, we need passionate, energetic people from all backgrounds entering the industry. Our responsibility is to keep the doors open and continue protecting the culture of craft, creativity and excellence that defines it.

Has the pace of the industry changed for better or worse?

That’s an ongoing debate. Creative teams will probably never feel they have enough time.

Our tools are becoming more innovative, sophisticated and efficient, which certainly helps, but at the same time, the demand for shorter schedules and tighter budgets continues to increase. It’s a constant balancing act. This pressure is not unique to our industry, but it is one we need to be conscious of and manage.

Talent remains the most important thing.

As producers and studio leaders, part of our role is managing that tightrope carefully, making sure our creative people have the space to thrive while still delivering on time and on budget.

What do younger artists and producers understand better than previous generations?

They have access to an incredible amount of information and education that simply didn’t exist when we started. Today, people can study VFX formally, learn directly from experienced artists and access world-class tools and training much earlier in their careers.

When I started, we learnt largely on the job, working hard, trying new things collaboratively and adopting new technology.

That said, some things never change. You still need passion, resilience, energy, curiosity and a strong work ethic. Talent matters, but attitude and commitment matter just as much.

What’s the most important piece of advice you tend to give younger talent?

Maintain your energy, passion and sense of balance. Push boundaries and have the confidence to take considered risks. Collaborate with people who are equally passionate and creatively driven.

It is also important to observe, listen and stay human while embracing technology.

Crucially, make sure you genuinely love what you do. When the work really fulfils you, that passion naturally pushes you to go the extra distance and create work that truly stands out.