We caught up with the brilliant and insightful Geff Zamor a few weeks ago and have shared our conversation below.

Geff, appreciate you joining us today. Who is your hero and why? What lessons have you learned from them and how have they influenced your journey?

Spike Lee is my hero, not just for his incredible storytelling but for his unapologetic approach to his craft. He doesn’t shy away from tough topics, and the way he challenges conventions is something I admire deeply. His films, from *Do the Right Thing* to *BlacKkKlansman*, have this rawness and energy that feel as much like a call to action as they are entertainment.

What stands out to me is how Lee never compromises his vision. He’s always stayed true to himself, whether dealing with studio pushback or navigating Hollywood’s narrow expectations. That kind of conviction has influenced how I approach my own work—I want to tell the stories that matter to me, without worrying about what’s “safe” or “marketable.” It’s about making a statement with every project, just as Spike does in every film.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’ve been in the filmmaking world for over 25 years, starting my career on the sets of major motion pictures like Seabiscuit (2003) and Spider-Man (2002) in Los Angeles. Growing up, movies were a huge part of my life, and I knew early on that I wanted to be part of their creation.

However, breaking into the industry came with challenges. As a young Black man in Hollywood, I entered a space that lacked diversity, dominated by white men. Early in my career, I often felt like an outsider. I faced skepticism from the old guard, who doubted my skills and competency. That environment pushed me to work harder, make fewer mistakes, and refine my craft to stand out—not because of my race, but because of the quality of my work.

After nearly a decade working under the umbrella of other people’s agencies, I decided it was time to chart my own path. I moved to Portland, OR, and launched my own company, GMS Media. In the beginning, it was a solo operation, supported by local contractors. But as I connected with the city’s creative community and local industry, GMS Media grew into a full-fledged production company with a dedicated team and a brick-and-mortar studio.

Today, GMS Media is one of the most recognized video production companies in the area for commercial work. While I’m proud of what we’ve built, I’ve always kept an eye on the dream that first took shape back in LA: to create original narrative content. Each project we take on brings us closer to realizing that vision.

What sets us apart is our commitment to storytelling and our ability to connect with clients to bring their unique visions to life. At GMS Media, we pride ourselves on quality, creativity, and making every voice heard. Whether it’s commercial content or the original stories we’re beginning to shape, we focus on crafting work that resonates and leaves an impact.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

It all started with people. By bringing together local contractors, I didn’t just build a production company—I helped create a film community in Portland where none existed before. Those collaborations became the backbone of GMS Media, proving that the best work comes from lifting others up along the way.

The same goes for our clients. We don’t just tell stories; we connect organizations with their audiences in ways that build trust and spark engagement. Relationships aren’t just part of the business—they *are* the business, and they’ve been key to our growth from day one.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

The most significant influence on my management and entrepreneurial philosophy isn’t a book or essay—it’s Mad Men. Watching Don Draper lead (and often stumble) at Sterling Cooper taught me a lot about the dynamics of creativity and business. Draper’s ability to pitch a concept, connect emotionally with an audience, and deliver a vision that transforms a brand is nothing short of masterful. It’s a reminder of how important storytelling is, not just in marketing but in leadership itself.

That said, Don’s faults are just as instructive. His inability to foster genuine relationships or create a supportive environment for his team showed me what *not* to do as a leader. While his creative brilliance was undeniable, the dysfunction in his personal and professional life underscored the value of empathy, collaboration, and balance—qualities that I’ve worked to build into my own leadership style.

Contact Info:

• Website: https://www.gmsmediaco.com/
• Instagram: https://www.instagram.com/gmsmediapdx/
• Facebook: https://www.facebook.com/gmsmediacopdx/
• Linkedin: https://www.linkedin.com/in/geffzamor/