About Us
Magnetic Pictures is a multi-award-winning New Zealand independent production house specialising in high quality factual programming with a social and environmental focus. Our work is distributed around the globe.
We are a proudly multi-cultural and diverse team dedicated to creating exceptional content that is visually captivating with storytelling that moves people, challenges them, takes them on a journey, and entertains. We love what we do.
Magnetic Pictures is an experienced and industry trusted production partner of prime time programming that resonates with audiences. We are passionate about creative collaborations, developing new and exciting concepts with emerging and existing content makers, and nurturing successful and ongoing commercial partnerships.
View our commercial partnership testimonials here.
Juanita Edwards
Co-Founder and Producer
Juanita is an experienced director and producer with a successful history of writing, developing, and producing original, award-winning concepts.
Juanita specialises in commercial partnerships.
Juanita is a member of WIFT and a judge for the NZTV Awards.
Ella Wells
Director, Story Producer, Research
Ella contributes to multiple Magnetic Pictures projects, bringing her unique lens to shape storytelling that connects and engages its audience.
Ella Wells is a wāhine Māori documentary director and story producer who joined Magnetic Pictures in 2019. Mentored by founders Brian Holland and Juanita Edwards, she has progressed from production management and research into directing and story producing, developing her passion for crafting documentaries that are community-led, socially driven and grounded in authentic human stories. She is particularly drawn to stories that celebrate Māori and Pasifika voices while highlighting the strength and resilience of people.
Samantha Duton
Post Production Management
Samantha overseas all aspects of Magnetic Pictures post production project management from ingesting to asset folders, masters and deliverables.
Samantha is a South African filmmaker based in Auckland, New Zealand. She graduated from the University of Auckland with a First Class Honours Bachelor of Arts in Screen Production. Her experience includes producing scripted drama, her latest short film produced for Jane Campion and Philippa Campbell’s A Wave in the Ocean premiered at Venice Film Festival and Whānau Mārama: New Zealand International Film Festival. Samantha enjoys championing diverse social driven content and human stories through the post production process of factual storytelling.
Brian Holland
Co-Founder and Producer
Brian’s experience includes twenty years as a producer and development executive, twelve years in programming at TVNZ, and five years in motion picture marketing for Warner Bros., Disney, and Roadshow NZ.
Brian is a judge for the NZTV Awards and NZ Web Fest and became a Doc Edge Wayfinder in 2024. He is also a board member of SPADA (Screen Producers and Directors Association NZ).
Drew Brown
Production Management
Drew manages the production process across Magnetic Pictures projects including all things logisical, schedules, casting, props and crew.
Drew is a Production Manager and emerging filmmaker with a multidisciplinary background in illustration, theatre, and hospitality. A South Seas Film & Television School graduate, Drew combines creative thinking with practical production expertise and is passionate about contributing across all facets of the film and television industry.
Belinda Dobson
Finance Manager
Belinda has a strong television and film accounting background. She manages all aspects of Magnetic Pictures finances including NZ On Air and SPR funding models and reporting, invoice processing and accounts, casflow and forecasting.
Our Environmental Impact & Responsibility
Magnetic Pictures believe in protecting our special planet too and we work hard to continuously adapt our practise both in the production office and while filming on location to provide the least environmental impact. We seek out and choose to use environmental friendly products, we work hard to reduce carbon emissions and to reduce or eliminate waste completely in the office and on location.
As producers, we believe in practising corporate responsibility through demonstrating leadership in labour and social relations, human rights, good governance and transparency.