What could be better than being sexy? Well, being so smart you’re sexy for one. That’s what Saatchi & Saatchi NZ is offering audiences to New Zealand’s Doc Edge, Zealand’s Oscar-qualifying international documentary festival, celebrating its milestone anniversary of 20 years this year. The campaign for the festival begins with the doco, Sapiosexy, the documentary. The wider campaign shows attending Doc Edge, with is its 90 films. can achieve that quality of saiosexiness (smart-sexiness) for yourself.
The documentary short premiered at the festival’s Opening Gala Night on June 26. It follows lead character Jack, who wakes up one day feeling sapiosexy – a term used to describe people who are so smart it’s downright sexy. It takes a tongue-in-cheek approach, where the audience learns more about Jack’s condition and its possible link to documentary watching.
Messaging on billboards, street posters, festival guides, social, merch and cinema spots warn you that “you may become Sapiosexy at Doc Edge”, with audio voiced by Neil Waka and fellow festival ambassador and New Zealand broadcaster, Judy Bailey.
Dan Shanan, Doc Edge co-founder and executive director, commented, “We challenged Saatchi & Saatchi NZ to come up with a disruptive idea for this year’s festival and to make documentaries sexy… and they did just that. Sapiosexy in fact.”
The documentary was made by Saatchi Studio and directed by Saatchi & Saatchi NZ’s ECD, Lee Sunter. “I had a lot of love for the Sapiosexy idea from our creative talents, Zach Hall and Gina Morgan,” said Sunter. “Once we decided to make a documentary, writer Zach pulled in his comedian friends and I got them to bring their own interpretations to the material, refining as we went. This leads to what you see on screen – equal parts written and adlibbed – which is always an excellent place to be.”
Rachael Penman general manager & festival producer, Doc Edge, commented, “20 years ago was not just when our festival was born, but also our relationship with Saatchi & Saatchi NZ. They came up with the line we still use today Life Unscripted. Now 20 years on, and to celebrate this milestone year, it felt natural to rekindle our relationship.”
Doc Edge co-founder and director, Alex Lee, added, “78 films, 12 immersive projects, four days of industry events, and an Oscar-qualifying awards ceremony, Doc Edge is the Asia Pacific centre for all things documentary and the home for storytelling that provides a more nuanced understanding of the world – that’s so Sapiosexy!”.
Sapiosexy, the documentary features Jordan Mooney (Panthers, Westside, Auckland Theatres 2025 Romeo & Juliet); Angella Dravid (NZ Comedy Festival 2025 Fred Award winner); ‘The Honourable’ Tom Houghton (Star of ‘Bad Manors’ podcast and ‘Very British Problems: LIVE’); Zach Hall(2021/22 Comedy Raw Finalist & Saatchi writer); Lane Pilkington (2019 Raw Finalist, 4x NZ Most Original Comic Nominee & Saatchi writer); Michelle Wiley (2023 Raw Comedy Quest Finalist); and an accidental cameo from New Zealand broadcaster, journalist and Doc Edge ambassador – Neil Waka.
Credits
Client: Doc Edge
General Manager: Rachael Penman
Co-Founders & Directors: Alex Lee & Dan Shanan
In-house Designer: Jarrod Dobell
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Head of Growth and Operations: Sarah Ansley Jones
Executive Creative Director: Lee Sunter
Intermediate Art Director: Gina Morgan
Intermediate Copywriter: Zach Hall
Design Director: Shiv Narandas
Digital Creative: Matthew Wood
Intermediate Designer: Laura Cooper
Junior Designers: Talia Schofield, Logan Walsh
Business Manager: Vinny Canning
Production: Saatchi Studios
Director: Lee Sunter
Executive Producer: Jane Mill
Producer: Claudia Duncan
Junior Producer: Grace Roddick
DOP: John Whiteside
Editor: Morgan Parish
Colourist: Tracy Powell
Sound: Shamir Rodriguez
Music Composer: Harrison Sommerville
Writing & Casting: Zach Hall
Production Assistant: Amy Carstairs
Camera Assistants: Sui Brooking & Rose Tuioneta
Audio Finishing: Department of Post
