Uncertainty Experts
Therapeutic entertainment
Uncertainty Experts is largest ever study into the impacts of uncertainty on behaviour, with over 30,000 participants. Developed with Netflix and UCL, it's an interactive learning documentary scientifically proven to increase resilience, decisiveness, creativity, and empathy, while reducing anxiety.
My role
Partner since the start, helping to shape story, vision, and strategy, providing business advisory through to sale to MediaZoo in 2025.
What is it?
Created by Sam Conniff (author Be More Pirate, co-founder Livity) and co-presented by science communicator extraordinaire, Katherine Templar-Lewis (co-founder of Kinda Studios), Uncertainty Experts blends documentary storytelling, counter-cultural teachers (ex-gang leaders, refugees, former prisoners), and evidence-based self-reflection rooted in psychology, neuroscience, and CBT.
Designed with scientists from UCL and beyond, it's become the world's largest real-world experiment in the impacts of uncertainty on behaviour, trusted by Apple, Google, Lego, Nike, Netflix, Nestlé, and the NHS.
Extensions
Podcasts, TED talks, a bonafide peer-reviewed scientific paper, and Sam & Katherine's book The Uncertainty Toolkit (Pan Macmillan, released January 2026) also feeding into the wider experiment. Oh, and of course a sale to the lovely crew at MediaZoo.
“We call him ‘Uncle Andy’ because of his wisdom, experience and advice. There’s also no one better at forming a unified meaningful story out of art, insight or ideas. Andy is coherence, with a wicked sense of humour.”
Sam Conniff