Lasting change happens when everyone sees themselves in the solution.
The Philosophy
Every problem you're solving already has a story—the collective narrative we tell ourselves about why it exists, who's responsible, and what's possible. Too often, these shared stories keep us comfortable with the status quo.
I challenge both sides of that equation: the stories we tell ourselves about problems and our shared responsibility to change them.
This isn't about making you look good. It's about making your work impossible to ignore.
Some Perspective
You've probably experienced this: your last video looked beautiful, got great feedback, maybe even won awards. But when you looked beyond vanity metrics and focused on the actual results - donations, volunteers, behaviour change - the numbers were disappointing. The gap between what seemed successful and what actually worked was too big.
After 20 years and hundreds of films and campaigns, I've learned that the difference between content that inspires and content that activates comes down to three things: which story you choose to tell, how you make viewers see themselves in it, and what you make easiest for them to do next.
I start every project by understanding what happened with your last campaign, what would motivate your audience to act, and how we'll know this story succeeded. Then I make sure every creative decision serves those goals.
Our Promise
Every story grounded in lived experience.
Every frame serving the mission.
Every project measured by the action it creates.
My Story
That’s me. All 5’9” on a good day me. Standing in a studio. Maybe trying to look stoic? Busted. Yes, that’s well-earned grey in my beard which comes from a well-lived last decade as a father of three. I can’t stand food waste but I really get a kick out of being a coach for my kid’s teams. That’s the easy story.
The real story was that I was adopted at birth, lost my dad suddenly to a heart attack the day before I got married, held my mom’s hand as we lost her to cancer, and lost my brother to distance. But, I also found an amazing wife who is the absolute love of my life, seven extremely close friends I’ve known since elementary school, and I recently found my birth mom. Turns out those DNA swabs really can do amazing things. But those are all stories I’ll share with you on another day.
Until then, know that I ‘ve been a creative producer and director for a long time now. I’ve also taken on the roles of executive producer and creative director along the way. I’ve always enjoyed telling stories through filmmaking, but over the last five years I’ve especially loved telling the ones that are for the betterment of people and the planet.
I believe the human truths that anchor every story we tell are needed today more than ever. When working with real people on camera, which I do all the time, the experience of making the film is just as important to me as the final product. They go hand in hand. That’s why everyone I bring to a project for you believes the same. We all want to do great things for you because we know that we are an extension of you and the story you need to tell.
Rich Murray