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Leilani Croucher signs with RSA
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The award-winning director Leilani Croucher brings her distinctive visual aesthetic and contemporary voice to RSA Films for US representation.
RSA Films welcome Leilani Croucher to its US roster for commercial and branded content representation.
The Australian-born director brings a daringly visual and culturally astute filmmaking voice, known for vibrant, genre-bending work that challenges norms and delights audiences.
Croucher’s creative style, playful, visually rich, and unflinchingly original, has already turned heads globally. Her Cannes Lion-winning spot for Berlei, Boob Balls (via The Monkeys), fearlessly tackled the subject of female bodies in sport, while her retro-homage #TheOriginalMouthful for McDonald’s (via DDB) masterfully recreated ad aesthetics from the 1960s to the present, celebrating the beloved jingle with kitschy flair and tongue-in-cheek humour.
“Leilani is a unique voice who adds a new facet to the creative diversity of the RSA Films roster,” said Luke Ricci, President of RSA Films US. “Her work is vibrant and fresh and possesses a colourful lens which piqued our eyes from first glance. I look forward to the exciting collaborations to come from her talents in the US market.”
Another standout, Bonds’ Cheer Bleeders (via Special), blends music video energy with surreal cheerleader theatrics, transforming period underwear into a rallying cry for unapologetic womanhood.
“My mum’s a painter, my dad was a sculptor,” said Croucher. “I’ve always had a visual itch, and the world of commercials helps me scratch it.”
Currently signed to Revolver in Sydney, Croucher has already delivered a strong 2025 reel with standout work for RMIT University, MLC, and Bras N Things, each spot layering visual metaphor with bold production design and a deeply intuitive sense of story.
“Conversations with RSA came at the perfect time,” Croucher shared. “They just got it. I want to collaborate with people who push me and help me grow, and RSA feels like that kind of place.”
Raised in the rainforest village of Tamborine Mountain, Queensland, Croucher brings a distinctive lens shaped by nature, art, and a fiercely independent creative journey. After earning a Fine Arts degree from Queensland University of Technology, she honed her skills as a director’s assistant at Revolver, working alongside icons such as Kim Gehrig, Andreas Nilsson, and Steve Rogers, before becoming Revolver’s Creative Director and then transitioning into full-time directing.
Croucher’s résumé now includes high-profile campaigns for McDonald’s, NRMA, Telstra x Apple, and Bras N Things, and a Serena Williams-led spot for Berlei. She also served as second unit director on Apple TV’s Roar, starring Nicole Kidman.
Her career began with lo-fi music videos for Jack Ladder, Olympia, and Polish Club, a space she still cherishes. “Music videos are dreamland,” she says. “Big, surreal and unafraid.”
With RSA, Croucher is poised to expand her voice across the U.S. commercial landscape, bringing her fearless visual storytelling, culture-savvy instincts, and heart-forward creative perspective to a broader audience.
