Todd Sampson Explores the Human Condition in New ABC Series 'Why'
In a gusty afternoon in Sydney's Chinatown, Todd Sampson strolls lightly, carrying no bag, as he reminisces about a dumpling restaurant that once hosted his first date with his wife, Neomie. The ad man turned television personality, known for shows like Gruen and The Project, is now delving deeper into human extremes with his new ABC series, Why. Over grapefruit and mango drinks in a small Japanese tea shop, Sampson reveals the driving forces behind his work: curiosity, worthiness, and a childhood marked by trauma.
From Advertising to Adventurous Television
Sampson, a Canadian-born resident of Sydney for over two decades, has built a career that spans advertising and immersive science series like Redesign My Brain and Life on the Line. In Why, he steps further into the unknown, meeting individuals at society's fringes. "I choose to talk to people at the edges," he says. "The idea is to drop viewers into these worlds and show how normal 'strange' people are. Under every extreme group, there's a human need, often for belonging."
His approach involves embedding with doomsday preppers armed with guns, praying in a UFO-worshipping church, and connecting with a serial sperm donor fathering over 150 children. Sampson notes that these encounters often lead to emotional moments, stating, "I've cried with more people on camera than off, probably more than with my own family."
Personal History and Motivations
Sampson's work is deeply influenced by his tough upbringing. He comes from a family with a history of addiction and limited education, sharing that his mother was an addict and suicidal, which he believes drives his quest for worthiness. "Trauma early in life, being close to that 'fire', can send you chasing things," he explains. "I think a lot of the people I film are chasing, too: love, belonging, worth."
This background sets him apart from peers like British documentary maker Louis Theroux, whom he is often compared to. "I don't come into these communities looking down on people. If anything, I'm looking straight ahead or slightly up," Sampson reflects. His family, including his wife and children, do not watch his shows, with Neomie once telling him she has "better things to do than watch me play out my childhood fantasies on TV."
Exploring Extreme Worlds
In Why, Sampson delves into the psychology of his subjects. With doomsday preppers, he observes a shared human need for control in an uncontrollable world. "I argue that we're all preppers to some degree: if you carry an umbrella because you thought it might rain, you're a prepper," he says. "The real question is: when does preparation become paranoia?"
His encounter with UFO worshippers revealed a community of "incredibly loving, gentle people" whose practices involve praying into a box of crystals and magnets. Sampson, who is not religious, found the experience oddly comforting, though it raised questions about faith and meaning. "I don't believe in any of it, but I found it no less believable than many mainstream faith practices," he notes.
Adventures and Future Pursuits
Sampson's career has involved high-risk adventures, from climbing Mount Everest alone to walking high-wires between skyscrapers. Despite this, he denies being an adrenaline junkie. "I don't chase a thrill. I think I'm driven more by curiosity and, deeper than that, worthiness," he says. After summiting Everest, he felt only a desire to descend safely, highlighting a fear of heights and an "extreme optimism bias" that shapes his life.
As he wanders through Paddy's Markets, bemused by the trinkets and crowds, Sampson remains ready for new adventures. "I'm ready for another adventure straight away if it came up," he asserts. "It's not about risk, it's curiosity, and that deep-seated insecurity from my upbringing. Those two forces drive my work."
Why premieres on ABC and iView on February 24, offering viewers a glimpse into the human stories behind extreme lifestyles.
