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

Jonny , looking forward to hearing all of your stories today. Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?

I’ve been fortunate enough to make a full-time living doing what I love most: telling stories through the camera. But it’s been far from a straightforward journey.

I started in a small town in the Midwest, a place where Hollywood seemed about as reachable as the moon. The leap to Los Angeles was fraught with fears and doubts. I remember the countless nights spent wondering if I was making the biggest mistake of my life, whether I was cut out for this, whether I should just pack up and head back home. Even 10yrs later, I still have those doubts from time to time.

A turning point was co-founding my own commercial production company. It was daunting to take on the business side of creativity and have a team of full time employees counting on me to deliver, but it gave me both the freedom and the resources to bring my own visions to life. Having that control was both liberating and an immense responsibility, but it taught me so much about what it takes to actualize an idea from start to finish. It also helped hone my problem solving skills because when you understand the financial implications for creative decisions, it helps you make decisions with a more wholistic approach.

Another significant milestone came when Executive Producer, Tim Frazier and I were brought on by film company, Tapestry Films (Point Break, Wedding Crashers, Pay It Forward) to build an entire division dedicated to digital and branded content. It was an incredible learning experience, working hands-on in an industry I’d only dreamt of breaking into. I learned so much, made connections that felt way out of my league, and started to see the real inner workings of a film studio.

It’s cutthroat, to say the least. I wish I had realized earlier the paramount importance of networking, not just for career opportunities but for personal growth and collaborative potential. Trust me, your network can be your net worth in this business. So if there’s another piece of advice I can offer, it’s to start building those meaningful relationships as early as you can. I have a long way to go until I feel like “I’ve made it,” but I’m happy to be on the journey and can’t wait to see what comes next. It won’t be easy, but the trials only make the victories sweeter.

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?

As a Director, I get to tell stories of all shapes and sizes. Lately, I got to the conclusion that there must be a better term for what I actually do. I’ve grown to like “Storyverse Architect.” The backbone of my creative inspiration is rooted in multi-platform/transmedia storytelling as a way to create a new style of content that engages audiences in a more robust “story world.”

I work with many different companies and producers as a primarily independent creative. When I have the chance to come in and really sink my teeth into a large multi-platform campaign, I work with the talented (and crazy in the best way) Executive Producers at Champagne & Gyoza, Chris Garrison and Tim Frazier.

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We offer not just storytelling but an evolved form of audience engagement that is as strategically effective as it is creatively compelling.

Muli-platform/ 360 storytelling, a multi-faceted approach to content creation that extends well beyond traditional media channels. Rather than simply adapting your existing content for social media or out-of-home experiences, we focus on developing an integrated narrative that spans various media formats. Our work is designed to create immersive story worlds where each piece of content—be it video, social media, Web3 applications, or even NFTs—interacts synergistically to promote engagement and convey a cohesive core message.

We love to collaborate with innovators, whether you’re a brand, a film studio, or even an athlete or musician looking to level up your game. We also have a knack for turning wild, “are-you-kidding-me” ideas into reality. Want to close down the Vegas strip for a car race or slap your logo on a fighter jet that goes stratospheric?

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Over the years, I’ve been lucky enough to build a network filled with incredibly talented actors, musicians, and influencers, which certainly makes any project a collaborative adventure. My past experiences, like running and eventually selling a media company and working with some of the world’s biggest brands, have given me a unique vantage point on how culture and content intersect. I’m humbled that some of this work has been recognized at major Ad Awards, nods at top film festivals for our short film, SCARS. And being the 2nd Unit Director on DEADLY ILLUSIONS, which became the #1 film globally on Netflix, was a team effort that I’m incredibly proud to have been part of.

One of the most enriching aspects of this journey has been the opportunity to travel and meet incredible people from all walks of life. Each culture has its own unique story, its own unique way of influencing my creative process. And the people— From fellow filmmakers to local artisans, every individual has added a layer of complexity and beauty to my understanding of storytelling.

Have any books or other resources had a big impact on you?

Think And Grow Rich: You don’t need anything more than to know what you want and the determination to chase that desire until you get it. All achievement, no matter what may be its nature, or its purpose, must begin with an intense, burning desire for something definite.

Rich Dad, Poor Dad
Acquire assets — not liabilities. Most people buy liabilities that they think are assets.

The E-Myth
Think deeper than, “The customer is always right.” Their values, needs, wants, and desires are what’s right. Put yourself in their shoes and then provide a valuable product from that perspective.

As an entrepreneur, the business will require you to wear many hats…at first. However, the end goal is to be working on the vision and direction of the business, not the daily tasks the business requires.

Freakonomics
“Incentives are the cornerstone of modern life.” There are three basic types of incentives – economic, social and moral. Decisions large and small are made based on the perceived incentive to do so.

We’d love to hear your thoughts on NFTs. (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

Still in their adolescence, these non-fungible tokens offer an unprecedented canvas for artists to mint their creativity, capturing not just pixels but a piece of their soul in immutable code. Yet, let’s be honest—the current landscape feels more like a high-stakes game of digital Monopoly than an art renaissance. The NFT world right now is kind of like the Wild West—lots of excitement but also a bit chaotic. People are spending insane amounts of money on digital assets that sometimes feel more like fads than lasting value. It’s juvenile, in a way, like we’re all just figuring out the rules of this new game.

That’s why the real magic lies in their untapped potential, particularly in storytelling and brand building.

Picture this: you’re a huge fan of a blockbuster sci-fi movie series. The studio decides to release a limited set of NFTs that are essentially “keys” to undisclosed locations within the movie’s story universe. Owning one of these NFTs could unlock an exclusive webisode, a short story, or even a secret ending to the latest film installment. It adds layers to the characters and worlds you already love, making the whole experience more interactive and immersive. The studio connects with its audience on an emotional level and has a rich data driven resource because they’re able to track for track each audience members utilization of their NFT. They could even allow fans to vote on potential plot twists or new characters, all verified through the ownership of these NFTs.

Now, let’s switch gears and talk about a global brand—say, a luxury fashion house like Gucci. They’ve always had a loyalty program, but now they’re taking it to the next level with NFTs. For every purchase, you get not just points, but also a unique digital collectible—like a beautifully designed virtual accessory that’s an NFT. Gather enough of these, and you can trade them in for special experiences: maybe a virtual front-row seat at their next fashion show, or an online styling session with a top designer. The customer isn’t just a passive consumer anymore; they’re an active participant.

I think we’re just scratching the surface of what NFTs can do. The technology has a ton of room to grow, and the ways we can use it are pretty much only limited by our creativity.

Contact Info:

• Website: https://www.jonnyzeller.com
• Instagram: https://www.instagram.com/jonnyzeller/
• Linkedin: https://www.linkedin.com/in/jonnyzeller/

Image Credits
Chris garrison Fiorella Occhipinti