My Role

Strategic creative (and equity) partner since inception.

Story and creative development, positioning, and advisory through to acquisition by MediaZoo in 2025.

Entertainment Based Therapy

Nobody had made Entertainment Based Therapy before. There were documentaries, leadership & self-development programmes, scientific studies, but nobody had glued all of them together long enough to see what might happen, until Uncertainty Experts.

What Emerged

Created by Sam Conniff‍ ‍(author Be More Pirate), co-presented by cognitive scientist, Katherine Templar-Lewis (co-founder Kinda Studios), and developed by all of us. Uncertainty Experts blends documentary storytelling (developed with Netflix), 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, it’s become the world's largest real-world study into the impacts of uncertainty on behaviour, with over 35,000+ participants. It’s scientifically proven to increase resilience, decisiveness, creativity, and empathy while reducing anxiety.

Trusted by the NHS, government, police, and brands such as Apple, Google, Lego, Nike, Netflix.

What’s Grown From It

Podcasts, TED talks, bonafide peer-reviewed scientific papers, and Sam & Katherine's book The Uncertainty Toolkit (Pan Macmillan, 2026).

Oh, and of course a sale to the lovely crew at MediaZoo which validated what we’d built.