Passionfruit Creative was born from a deep passion for digital story telling and a mission to make a difference in the world.

Founders Christine Willams and Jules Hatfield lead a team of passionate creatives that bring our projects to life, drawing on a unique set of skills from over a decade of professional content creation and experience within the non-profit sector.


Christine Williams Passionfruit Creative


Founder • Chief Creative Officer

Christine is the creative juice behind this team of passionfruits. Having grown up in the Bay Area, California, Christine has been immersed within the non-profit and tech industry from an early age. She developed an interest in social impact at UC Santa Barbara where she graduated with a Bachelor of Global Studies. In addition to her work for various non-profits in San Francisco, Christine's passion for giving back has taken her around the world with positions in organizations from Mexico to the Philippines. In 2018 she completed her MPA in International Development from the University of York, England.

Christine has spent the past 10 years helping notable travel brands tell their stories through copy and long form written content. She believes that words have the power to change the world. Her entrepreneurial and creative spirit keeps the fresh ideas flowing, but when she’s not working she enjoys down time with some yoga, a good book and a glass of wine.

Jules Hatfield at Passionfruit Creative


Founder • Senior Account Executive

Jules comes from the Land Down Under (Vegemite sandwich included). Jules has had a varied career path, from teaching high school in his hometown of Melbourne, Australia to working across the globe in grassroots non-profit organizations.

Jules first found his love of non-profit work while spending a year working at a disaster relief organization in Peru. He has since used that passion and experience to support many other organizations around the world, including Mexico, Colombia and the Philippines. With a Bachelor of International Studies, and a Graduate Diploma in Education, Jules completed his Master of International and Community Development from Deakin University, Australia in 2018.

For the past 10 years he has worked in the digital media space, creating photo and video content for travel brands, focusing on sustainability. When he’s not behind a camera or flying a drone he can be found surfing, on a road trip or up to some crazy adventure.

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