A curated group of directors and creator-directors selected for their ability to find authentic stories, build trust with real people, and make social-first work feel lived-in rather than produced.
It requires more than beautiful filmmaking. It requires finding compelling real people, earning their trust, guiding self-documentation without over-directing, recognizing the story as it develops, and turning many individual moments into a cohesive social series.
VERT combines documentary storytelling, social-native creative and a production system built to work across creators, households, cities and formats.
Michael brings documentary instinct, real-people trust and direct experience overseeing distributed, self-shot storytelling. For LG, he helped oversee eight influencers around the world as they filmed themselves across multiple markets, guiding individual voices into one cohesive body of work. That experience maps directly to Pure: set people up well, stay close to the story as it develops, and know which moments deserve to go deeper.
Shea understands this assignment from every side of the camera. As an actor, director and creator, she brings empathy, performance instinct and creator fluency to the delicate job of helping people reveal something real without making them feel directed. She also worked with our team on Meta’s We the Culture, so we know firsthand how she operates inside a creator-led, social-native storytelling system.
Alexsey moves naturally between filmmaking, photography and creator-led content. His work feels immediate, visually distinctive and culturally current, with the craft to live inside a branded system while still belonging in a social feed.
Edy comes at the assignment social first. His work understands the rhythm, intimacy and visual language of content people choose to watch on their phones, which matters when participant-shot footage can become part of the finished story.
Jose adds polished brand craft to the mix while retaining a human, energetic point of view. We are including selected work as another lens for consideration.
We establish the visual guardrails from day one, equip and coach participants, stay close enough to improve the storytelling as it develops, and use the daily material to identify the people, moments and questions worth pursuing in person.