Where it all started.
free.studio was born in Melbourne in 2024. The original studio — where the partnership model was built, tested, and proven — is open for membership now.
Open Now — Melbourne, Australia
Australia's creative capital. And a city that genuinely gives a damn.
Melbourne makes more excellent work per capita than any city has a right to. It always has. The creativity is in its people, in its laneways, in the coffee — which is to say, in the daily insistence that ordinary things deserve craft. That appetite runs through everything. The work travels because the work is good.
free.studio Melbourne is built for the practitioners who've done the agency thing, know what's possible, and want to work on their own terms — without sacrificing the quality of work or the quality of life.
Proven in Melbourne. Now in London too.
The partnership model — bespoke teams cast for every brief, transparent pricing, monthly membership — was developed and refined in Melbourne. It works. The London chapter is built on the same foundation.
Melbourne members get access to the full partnership: project work, the co-working space, the free-folk community, and the growing pipeline of client work across both cities.
Year founded — Melbourne
Monthly membership — AUD
Signature programmes available
Full access. No asterisks.
Melbourne membership gives you everything the partnership has to offer — workspace, community, project access, and the infrastructure to do your best work.
Dedicated co-working space
A proper workspace in Melbourne — not a hot-desk in a WeWork. A place where senior practitioners come to do serious work alongside peers who care.
Vetted project opportunities
Access to the full pipeline of client work — curated, vetted, and matched to your discipline. No race-to-the-bottom briefs. No clients who don't value craft.
Transparent, fair rates
You set your rate. We don't negotiate you downwards to protect a margin. Transparent project pricing means you always know what you're getting paid and why.
Access to the London network
Melbourne membership includes access to the London chapter's network, projects, and community. The partnership is genuinely global — and growing.
Simple pricing. No surprises.
One membership tier. Everything included. Month-to-month, no lock-in. Cancel anytime.
Melbourne Membership
Full-time co-working space, access to project opportunities, the free-folk community, and the full suite of partnership benefits. No hidden costs. No surprises.
The people behind the partnership.
Michael McConville
Founder & Creative Director
IPA Effectiveness, D&AD and Cannes Lions winner. Former Partner at Engine/WCRS, former Managing Partner at adam&eveDDB and former Global CEO at cummins&partners. Campaigns across Volkswagen UK & Global, John Lewis, Capital One, Royal Navy & Marines, BMW, Ford and Marriott Group.
Ben Welsh
Chief Creative Officer
Former CCO of DDB Australia and Asia Creative Chairman at M&C Saatchi. Two decades building brand platforms for McDonald's, Netflix, Virgin Australia and Coles. Cannes Lions, D&AD and Effies awarded. The creative force behind some of Australia's most recognised brand work.
Pat Baron
Executive Creative Director
Executive Creative Director with 25+ years across JWT, Saatchi & Saatchi, Clemenger BBDO and Ogilvy. Work spanning FMCG, finance, government and sport. Awarded at Cannes, D&AD and Spikes Asia.
Lucy Saarelaht
PR & Communications Director
Former Director at Ogilvy PR. Specialist in earned media strategy, brand reputation and cultural storytelling. Built communications programmes for major consumer and corporate brands across Australia and Asia-Pacific.
Magnus Nilsson
Marketing Consultant
Senior marketing strategist with deep experience in brand positioning, growth marketing and digital transformation. Former leadership roles across retail, technology and FMCG. Builds marketing programmes that connect commercial ambition to genuine human insight.
Anthony Cabraal
Writer & Partnerships Director
Writer, strategist and partnerships specialist. Former roles across media, publishing and brand. Builds the kind of commercial relationships that actually last — because they're built on genuine alignment, not just a good pitch.
Richard Overall
Creative Content Director
Creative director and content strategist with a background in editorial, digital and branded content. Former roles at major publishers and agencies across Australia and the UK. Work for global brands across entertainment, sport and lifestyle.
Carly Williams
Journalist & Editorial Director
Journalist and editorial director with 15+ years across print, digital and broadcast. Former senior roles at major Australian and international mastheads. Brings rigour, voice and genuine editorial instinct to every brief she takes on.