In Early November Adelaide's Penfolds Magill Estate Kitchen became the epicentre of inspiration and connection as SBS hosted its annual Upfront 2025 event. Nestled against the stunning backdrop of rolling vineyards, the iconic venue provided an air of understated luxury, perfectly aligning with the event’s focus on storytelling, innovation, and the future of Australian media.

For those arriving early, the scene inside was one of quiet preparation and palpable excitement. The tables, draped in crisp black linens, were adorned with ecentric floral centrepieces—native blooms with fruit flares arranged with a contemporary flair. Polished cutlery and glinting wine glassware reflected the natural light streaming through the venue’s wide glass windows. Every detail exuded elegance without pretension, a perfect match for SBS’s ethos of blending creativity with purpose.

Before guests began to arrive, Lewis, from Frankie The Creative, moved through the space with a practiced eye. Wide-angle shots captured the grandeur of the venue, while close-ups focused on the meticulous styling of the tables and décor. The team from SBS Media Sales—Adelaide division—gathered at the media wall for a set of sharp, professional team portraits, their camaraderie evident in the relaxed smiles and laughter shared between takes.

As the clock ticked closer to noon, SBS presenters rehearsed their speeches one last time. Watching from behind the lens, the photographer caught candid moments of focus and collaboration, a behind-the-scenes glimpse of the event’s heart and soul.

When the event officially began, a steady stream of clients and buyers arrived, greeted warmly by Penfold staff, wine in hand, and through to the media wall—a magnet for photo opportunities. Industry leaders, media professionals, and valued SBS partners mingled in clusters, striking a balance between professional networking and genuine connection. Wine glasses clinked as guests toasted to the occasion, their conversations blending harmoniously with soft background music that filled the space.

Lewis, ever watchful, shifted seamlessly between capturing posed portraits and candid moments. A handshake here, a shared laugh there—these seemingly small interactions told the story of an industry driven by collaboration and shared vision.

Guests took their seats as the formalities commenced, and the room settled into an attentive hush. The SBS presenters delivered a series of engaging and informative speeches over a shared lunch. They spoke passionately about the network’s vision for 2025, highlighting key programs, partnerships, and initiatives that continue to place SBS at the forefront of Australian storytelling. The energy in the room was palpable, as attendees nodded along or broke into applause at particularly poignant moments.

Lewis captured it all: the animated gestures of the speakers, the way sunlight illuminated the space, and the engaged expressions of the audience. Each shot painted a picture of an event that was as inspiring as it was enlightening.

Beyond the speeches, the Penfolds Magill Estate Kitchen ensured the experience was as much about the senses as it was about ideas. The catering was nothing short of extraordinary. Guests were treated to an array of delicately crafted appetisers and through to a large lunch, each showcasing South Australia’s finest produce. From bite-sized tartlets bursting with seasonal flavours to elegant platters of charcuterie and cheeses, every bite was a celebration of local craftsmanship. Paired with Penfolds’ world-renowned wines, the culinary experience was a highlight in its own right, leaving guests both impressed and satiated.

The décor played an equally important role in creating the atmosphere. The soft tones of the floral arrangements complemented the natural hues of the venue’s surroundings, while understated lighting added a warm, inviting glow as the afternoon progressed. The photographer ensured these details weren’t overlooked, capturing the interplay between design, food, and the unique character of the space.

As the event drew to a close, the mood shifted from structured formality to relaxed reflection. Guests lingered, some continuing conversations over the last sips of wine, others taking a moment to enjoy the scenic views from the estate. For many, it was more than an event; it was a reminder of the power of storytelling and the importance of human connection in a rapidly evolving media landscape.

It is clear that SBS Upfront 2025 was more than just a presentation of the network’s plans for the coming year. It was a celebration of creativity, community, and the vision that drives one of Australia’s most cherished broadcasters.

When every moment matters and every detail tells a story it’s essential to have a photographer who can capture not just the images but the essence of the occasion. That’s where we come in. Based in Adelaide, Frankie The Creative specialises in event photography that is as unique and dynamic as the events themselves. From intimate gatherings to large-scale productions, we ensure your event’s story is told with authenticity and artistry.

Planning an event? Let Frankie The Creative help you capture it in style. Reach out today to create memories that last a lifetime.