Meet
MADE IN KIN
MADE IN KIN is a creative studio and publishing platform focused on the culture, creativity and community of Australians shaped by migration.
Founded by Pauline Morrissey, a writer and creative with over a decade of experience across Australia’s leading publications, MADE IN KIN exists to place people of colour on the mainstream stage – not as diversity decor, but as cultural authorities.
We approach ideas with clarity and conviction. Each campaign is developed with specific stories and talent already in mind, drawn from our growing Creative Directory and community network, built through genuine outreach, long-term relationships and earned trust.
Our aim is to partner with brands synonymous with Australia, creating story-driven campaigns that reflect our contribution to its shared landscape through considered storytelling.
Backyards of Belonging
A documentary-style storytelling series celebrating how migrant Australians transform their backyards into living extensions of home and connection to their homelands. From growing familiar crops to gathering family and neighbours, each story reveals how outdoor spaces carry culture, memory and belonging.
MADE IN KIN x BUNNINGS
The Problem
Australian backyards are often represented through a single, familiar aesthetic. Neat lawns. Styled decks. Lifestyle imagery that overlooks how many families actually use these spaces. For migrant Australians, backyards are practical, emotional and deeply cultural. They are places to grow food from home, gather extended family, pass down knowledge and recreate a sense of belonging far from where life began.
Despite migrant families shaping neighbourhoods through what they grow, build and share, these backyard stories remain largely unseen. The cultural labour, care and ingenuity poured into these spaces is rarely recognised – even though it quietly enriches Australian homes, streets and communities every day.
Why This Matters
Despite being one of the world’s most multicultural nations, Australia still tells a narrow story about home and outdoor living. For many migrant families, backyards are not ornamental spaces, but working extensions of home – places where food is grown, skills are passed down and culture is practised daily.
This campaign reframes migrant backyards not as nostalgic or alternative, but as meaningful contributions to Australian neighbourhoods. It shows how care, knowledge and belonging are cultivated over time – through soil, routine and shared labour – positioning these spaces as central to how communities are built and sustained.
The Solution
MADE IN KIN sources real backyard stories through community networks, local referrals and long-standing relationships. Each case study is selected for how outdoor spaces are actively used – for growing food, gathering family and sustaining cultural practices passed down over generations.
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DISCOVERY
DIRECTION
Each household works closely with the MADE IN KIN creative team to shape a story that feels respectful, grounded and true to lived experience. Backyards are captured as working, meaningful spaces – never styled for spectacle, never reduced to nostalgia.
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Each story is produced as a standalone feature, combining documentary photography, short-form video and long-form editorial. Together, they form a cohesive series celebrating how migrant backyards enrich homes, streets and neighbourhoods – content designed to live across Bunnings’ owned platforms, social channels and editorial environments.
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DELIVERY
Sample Story
Born to parents who migrated from China in 1988, Connie Cao grew up learning how culture travels through food. What began as curiosity slowly became a lifelong fascination. Today, she’s an urban permaculture gardener who believes growing food, sharing knowledge and creating connection can happen one seed at a time.
More than a place to grow food, Shirley’s garden is a living extension of home – shaped by culture, ritual and care.
From curry leaves and lemon trees to mint, lemongrass and tulsi grown for prayer, every plant carries purpose, memory and tradition.
Her backyard feeds more than one household, sparking easy exchanges of produce, recipes and stories across fences and cultures.
Built through patience and routine, this garden shows how migrant backyards grow connection, resilience and belonging – not just food.
Campaign Tiers & Timelines
*Each case study is delivered over a six-week period, from engagement through to final delivery.
PILOT
*Single case study
1
An initial pilot designed to introduce the storytelling format and demonstrate cultural, editorial and brand impact. Includes creative development, production, talent fees and usage across digital and social channels, centred on one migrant backyard story.
Investment: $40,000 + GST
SERIES
*Three case studies across 2026
2
A curated set of documentary-style backyard stories released across the year, allowing for shared planning, streamlined production and narrative continuity around migrant gardening, food-growing and community-building practices.
Investment: $35,000 per case ($105,000 total + GST)
FLAGSHIP PARTNERSHIP
*Six case studies across 2026
3
An ongoing partnership positioning Bunnings as a long-term supporter of everyday backyard culture and community connection. Enables deeper storytelling, seasonal releases and sustained brand presence across MADE IN KIN platforms.
Investment: $30,000 per case ($180,000 total + GST)
Brand Alignment
Backyards of Belonging centres on migrant Australians who are already doing the work – planting, building, repairing and tending spaces that carry culture, memory and family life. These are not styled gardens or aspirational showpieces, but lived environments shaped by patience, inherited knowledge and daily care.
Bunnings is a natural partner for this work because it sits at the heart of how Australians make, grow and care for their homes. Each story reveals how tools, materials and shared know-how help cultivate belonging. The campaign positions Bunnings not as an observer, but as an enabler of multiculturally rich spaces across the country.
Creative Directory
Pauline Morrissey
With over a decade of editorial experience across Australia’s leading publications, Pauline brings deep insight into home, culture and belonging. As MADE IN KIN’s Founder and Creative Lead, she shapes people-led work with care, connecting communities and brands through culturally grounded storytelling.
MIK Founder, Writer, Creative Lead
Connie Cao
An urban permaculture gardener and educator, Connie brings cultural insight and practical know-how to the campaign. She understands how food, memory and routine shape everyday backyards, offering guidance that keeps each space useful, respectful and rooted in real practice rather than performance.
Talent, Garden Consultant
Chloe Morris
Shaped by years in food photography and a past life as a chef, Yusuke brings a measured, process-led sensibility to his work. A flourishing garden at home informs his approach, guiding his focus toward backyards as working environments, where produce, tools and routine quietly shape our homes.
Photographer
Yusuke Sato
Working primarily outdoors, Chloe Morris documents people and place through motion, light and atmosphere. Her film-led practice follows moments as they unfold – tracking gesture, environment and energy to reveal how backyards hold presence, connection and cultural life in subtle, unscripted ways.
Videographer, Photographer
OVER TO YOU