AUCKLAND, Today: Saatchi & Saatchi NZ is bringing sexy back to documentaries with the launch of Sapiosexy, the documentary, created to promote this year’s Doc Edge Documentary Festival.
Celebrating 20 years, Doc Edge is New Zealand’s Oscar-qualifying international documentary festival—and it’s embracing its milestone with a cheeky new campaign.
The short film premiered at the Opening Gala on June 26. It follows Jack, who wakes up feeling sapiosexy—a term for people whose smarts are a serious turn-on.
The mockumentary follows Jack’s “condition” and teases a link between intelligence and documentary watching, all with a playful wink at the genre.
Dan Shanan, Doc Edge Co-Founder and Executive Director said, “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.”
“I had a lot of love for the Sapiosexy idea from our creative talents, Zach Hall and Gina Morgan.” – Lee Sunter
The film was produced by Saatchi Studio and directed by ECD Lee Sunter, who backed the idea pitched by creatives Zach Hall and Gina Morgan. “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.”
The wider campaign spreads the sapiosexy message across billboards, social, merch and cinema ads, warning: you may become Sapiosexy at Doc Edge.
Voiceovers come courtesy of Neil Waka and Judy Bailey, both festival ambassadors lending their flair to the cause.
Rachael Penman, General Manager & Festival Producer said, “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.”
Alex Lee, Co-Founder and Director of Doc Edge, 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!”.
The cast includes Jordan Mooney, Angella Dravid, Tom Houghton, Zach Hall, Lane Pilkington, Michelle Wiley—and a surprise cameo from Neil Waka himself.
CREDITS
Client: Doc Edge
General Manager: Rachael Penman
Co-founder and Director: Alex Lee
Co-founder and Director: 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 and Casting: Zach Hall
Production Assist: Amy Carstairs
Camera Assists: Sui Brooking, Rose Tuioneta
Audio Finishing: Department of Post
Sapiosexy, the documentary cast list
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)
NZ Michelle Wiley (2023 Raw Comedy Quest Finalist)
Neil Waka (New Zealand broadcaster, Journalist and Doc Edge Ambassador)
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