Content has never been cheaper, and attention has never been harder to earn. AI will only widen that gap. What still earns attention is what always has: a true story, told well, with a system built to get it seen. I build the system, and I make the film.
At 18, I won a Clio for editing. Last year, a film I made premiered at Tribeca X. In between, YouTube put $2 million behind a skateboarding film I pitched, and I built studios at Stept, Red Bull, Think Less and Salesforce.
At Salesforce, I help run the 70-person team behind 100+ films, and the AI workflows we built cut turnaround by a quarter. Now I’m using AI to build Dispatch, software for running productions. I’ve directed, creative directed and executive produced in 30 countries, including film workshops for U.S. Embassies from Bahrain to Barbados. One series helped India build its first winter Olympic training facility.
Content will keep getting cheaper. A story worth watching never will.
Brands are done renting attention in someone else’s feed. They’re bringing it in-house, the way they did with social. But a camera crew isn’t a studio. It takes stories people want to watch, a team that’s great from production to finishing, and a plan for where it all lives. I’ve built that four times, including inside one of the biggest tech companies in the world.
On AI, everyone’s focused on generating images. I’m more interested in the thousands of decisions behind a production. With Dispatch, we’re pulling them into one searchable place, so crews spend their time on the work, not chasing answers.
Every place the work has taken me, from a home base in Salt Lake City. Spin the globe, or pick a place.
