Full Transcript for #34: Alexander Catedral On Finding Purpose, Meaningful Relationships & The Stories We Tell

appreciate you. 00:02:24.159 --> 00:02:25.039 And the snaps. 00:02:26.400 --> 00:02:27.120 Oh man. 00:02:27.199 --> 00:02:28.639 I don't um yeah. 00:02:28.800 --> 00:02:30.560 I'm thankful and I I don't know. 00:02:30.639 --> 00:02:34.080 I feel felt really emotional of you uh reading that. 00:02:34.400 --> 00:02:35.919 Um yeah. 00:02:36.319 --> 00:02:40.719 It's pretty wild to see that snapshot of your life thus far. 00:02:40.960 --> 00:02:43.680 And to know that there's so much more to come. 00:02:43.919 --> 00:02:52.719 But I could imagine like thinking how often do we get to like stop and really sit in what has got us here today? 00:02:53.039 --> 00:02:54.000 Not that often. 00:02:54.159 --> 00:02:56.560 So we're gonna sit in a lot of that today. 00:02:56.800 --> 00:02:57.039 Yeah. 00:02:57.199 --> 00:03:04.560 And thank you for making a space for that because uh yeah, rarely do I get the opportunity to do it and feel like a safe place to do it. 00:03:04.639 --> 00:03:06.479 So thanks for creating this. 00:03:06.800 --> 00:03:07.199 Yes. 00:03:07.439 --> 00:03:08.159 Really appreciate you. 00:03:08.400 --> 00:03:08.800 Yes. 00:03:08.960 --> 00:03:10.479 Well, we're so grateful you're here. 00:03:10.719 --> 00:03:12.400 Let's start off with some rapid fires. 00:03:13.120 --> 00:03:15.039 Just to get those vocal cords warmed up. 00:03:15.280 --> 00:03:17.680 We'll shake out the jitters a little bit. 00:03:18.159 --> 00:03:22.319 Okay, what was the first thing you ever made that you were really proud of? 00:03:22.560 --> 00:03:24.000 Oh, that was really proud of. 00:03:24.159 --> 00:03:24.800 Yeah. 00:03:25.840 --> 00:03:27.520 Uh, like video-wise, or just anything. 00:03:27.840 --> 00:03:30.000 Anything it can be it can be anything. 00:03:30.159 --> 00:03:56.080 So in fourth grade, uh, there was this my the teacher, Miss Mason, would always do like these duck contests where we would get to go to um I can't think of what the what it was, but um we wouldn't bird watching essentially, and then you would go back to class, and then you would have a um a certain amount of time where you could draw a picture of a duck. 00:03:56.240 --> 00:03:57.599 Yeah, um, any duck you wanted. 00:03:57.680 --> 00:04:00.240 So then they would teach you how to do it, X, Y, and Z. 00:04:00.319 --> 00:04:02.479 And so I drew I drew this duck. 00:04:02.560 --> 00:04:03.680 I can't remember what it was. 00:04:03.840 --> 00:04:07.759 Um, I still have it, it's still framed in my parents um in my old room. 00:04:08.560 --> 00:04:09.680 Oh my gosh, I love this. 00:04:09.919 --> 00:04:14.319 And of uh I I won best of show and I won first place. 00:04:14.639 --> 00:04:21.920 Um and I was like, this is like, and so till this day, even with my wife when I first met her, I was like, look, I drew this in the fourth grade. 00:04:22.000 --> 00:04:23.279 Like, isn't this amazing? 00:04:23.600 --> 00:04:26.160 Anyway, it's like something that I'm like super, super proud of. 00:04:26.399 --> 00:04:35.040 Uh and then there's this like little clay like deer thing that I um clay, I don't know, it's like a deer with three babies on it. 00:04:35.120 --> 00:04:35.360 Uh huh. 00:04:35.519 --> 00:04:40.720 And then like I won this like best of show, like storyteller like award. 00:04:40.800 --> 00:04:42.639 And I think that was in like in fourth grade too. 00:04:42.720 --> 00:04:43.120 Oh my god. 00:04:43.199 --> 00:04:46.480 And like those are like my two like main things that makes me remember. 00:04:46.720 --> 00:04:47.839 That's really, really awesome. 00:04:48.079 --> 00:04:55.199 I do feel like fourth grade is that pivotal time where you're like, oh yeah, I've got some accomplishments under my belt here, you know? 00:04:55.519 --> 00:04:55.839 Exactly. 00:04:56.079 --> 00:04:58.560 Yeah, and your kids will be there before you know it. 00:04:58.800 --> 00:04:59.759 So just wait. 00:05:00.639 --> 00:05:01.120 I know. 00:05:01.680 --> 00:05:05.040 Okay, what is something in your gear kit that you really cannot live without? 00:05:05.360 --> 00:05:06.079 Shoot. 00:05:06.319 --> 00:05:07.519 That I can't live without? 00:05:07.680 --> 00:05:08.079 Yeah. 00:05:09.439 --> 00:05:12.959 There's probably a lot, but like if you can think of one thing, what is that? 00:05:13.199 --> 00:05:13.839 I don't know. 00:05:14.079 --> 00:05:19.439 Um, probably I don't know, a camera. 00:05:19.680 --> 00:05:21.519 You're gonna, yeah, the camera itself. 00:05:21.839 --> 00:05:22.480 Go figure. 00:05:22.800 --> 00:05:24.319 Yeah, that's it. 00:05:24.480 --> 00:05:25.759 A period and stop. 00:05:26.079 --> 00:05:26.720 Um, okay. 00:05:26.800 --> 00:05:29.920 What's what is your favorite thing that you've ever captured? 00:05:30.079 --> 00:05:31.279 This is a big question. 00:05:31.439 --> 00:05:33.279 I know it's very large. 00:05:33.920 --> 00:05:34.560 Wow. 00:05:35.439 --> 00:05:36.079 Wow. 00:05:36.800 --> 00:05:38.480 Um, honestly. 00:05:39.839 --> 00:05:42.240 So I don't know if it was legal for me to do this. 00:05:42.399 --> 00:05:47.120 Um, but um I love how a sentence when a sentence starts with this. 00:05:47.279 --> 00:05:47.839 That's great. 00:05:48.079 --> 00:05:48.800 Yeah, exactly. 00:05:48.879 --> 00:05:52.319 And it's really not that intense, but well, sorry, anyways. 00:05:52.399 --> 00:06:06.000 Um, but but uh it was it was during COVID time period, and um I would like we weren't allowed to have cameras when um my wife gave birth. 00:06:06.319 --> 00:06:11.439 And so um I set up like my phone, a GoPro, and like all these different things. 00:06:11.519 --> 00:06:18.000 And honestly, like I was able to capture like the whole birth process, and honestly, I would say like that was like my favorite thing. 00:06:18.079 --> 00:06:25.279 Like I didn't, you know, I say fully, like I didn't capture it myself per se, but honestly, I would say that is like most my most meaningful thing. 00:06:25.360 --> 00:06:30.399 And then we did a

documentary on my family's love story, like my my dad and mom's love story. 00:06:30.639 --> 00:06:32.879 Oh I'd say that's probably like the two best. 00:06:33.519 --> 00:06:35.040 Yeah, yeah, rightfully so. 00:06:35.120 --> 00:06:36.160 That's so special. 00:06:36.399 --> 00:06:36.879 Awesome. 00:06:37.839 --> 00:06:40.800 Okay, where do you feel the most creative? 00:06:41.199 --> 00:06:44.639 Where are you when you're like in your creative zone? 00:06:45.279 --> 00:06:46.160 Oh, geez. 00:06:46.319 --> 00:07:02.959 I don't know if anything good comes up from it, like that like but um but I feel the most creative is um uh when I'm caught music blasting and I'm either freestyling and rapping or dancing. 00:07:03.279 --> 00:07:04.319 Yeah, yeah. 00:07:04.560 --> 00:07:05.040 Mm-hmm. 00:07:05.199 --> 00:07:07.040 Yeah, music is that medicine. 00:07:07.199 --> 00:07:08.480 Yes, I can relate to that. 00:07:08.800 --> 00:07:12.560 Okay, what is a trend in filmmaking that you're really excited about right now? 00:07:13.040 --> 00:07:13.680 Oh well, a trend. 00:07:13.920 --> 00:07:14.160 A trend. 00:07:14.319 --> 00:07:14.639 Oh shit. 00:07:14.879 --> 00:07:15.920 Like, what are you seeing? 00:07:17.759 --> 00:07:19.600 Oh, what a hard question. 00:07:20.079 --> 00:07:24.800 Um Or something that you're kind of like witnessing, recognizing in the industry. 00:07:24.959 --> 00:07:36.959 Yeah, you know, um I'm actually like really happy to hear more conversations around storytelling and authenticity. 00:07:37.279 --> 00:07:41.600 Um I know it's like overused in a lot of ways, but I'm happy that it's being used. 00:07:41.920 --> 00:07:42.879 Yeah, yeah, for sure. 00:07:42.959 --> 00:07:43.759 There's a reason for it. 00:07:44.000 --> 00:07:44.240 Exactly. 00:07:44.480 --> 00:07:45.279 Yeah, for sure. 00:07:45.439 --> 00:07:47.040 Yeah, I agree with you. 00:07:47.360 --> 00:07:53.920 Okay, what or who is someone that you would drop everything to collaborate with and why? 00:07:54.560 --> 00:07:57.439 Oh gosh, yeah, I wish I was better at the at the oh man. 00:07:57.519 --> 00:08:01.519 Oh when you think of like a vision for something. 00:08:02.399 --> 00:08:08.399 Who is someone that you would drop everything to collaborate with and why? 00:08:11.600 --> 00:08:15.279 Gosh, you know, um, I don't know why my heart's racing right now. 00:08:16.800 --> 00:08:17.360 What the fuck? 00:08:17.600 --> 00:08:20.879 It's a lot of pressure we're putting on you at the moment. 00:08:21.279 --> 00:08:23.360 Um we can come back to it too. 00:08:24.079 --> 00:08:24.639 Yeah, maybe. 00:08:24.800 --> 00:08:32.159 But honestly, like I like at least this is just the my first thought. 00:08:32.720 --> 00:08:33.840 Yes, I love it. 00:08:34.080 --> 00:08:36.799 Um, and I mean this genuinely, okay. 00:08:37.039 --> 00:08:40.879 Um, but honestly, like this right now. 00:08:41.440 --> 00:08:42.240 Let's go. 00:08:42.480 --> 00:08:44.159 I'm like really honored to be here with you, Carly. 00:08:45.200 --> 00:08:46.080 I'm like really honored. 00:08:46.159 --> 00:08:48.399 So I I I'm really thankful. 00:08:48.960 --> 00:08:49.519 Yeah. 00:08:49.919 --> 00:08:50.960 Oh my gosh. 00:08:51.440 --> 00:08:51.600 Yeah. 00:08:51.919 --> 00:08:52.399 Thank you. 00:08:52.639 --> 00:08:53.840 That's a great compliment. 00:08:54.159 --> 00:08:56.080 Yeah, no, um, yeah, he's a lot. 00:08:56.720 --> 00:09:00.960 Again, um, we didn't pay him to say that. 00:09:01.519 --> 00:09:01.840 Okay. 00:09:02.240 --> 00:09:03.759 Just want to have that on the record. 00:09:04.240 --> 00:09:04.559 Okay. 00:09:06.320 --> 00:09:08.639 Okay, last slide, and then we'll get into our combo. 00:09:08.960 --> 00:09:13.600 What is one thing about your creative process that people would be surprised to know? 00:09:14.320 --> 00:09:19.360 One thing about my creative process that surprised to know um that I have one. 00:09:20.159 --> 00:09:23.039 There's a process in the creative chaos. 00:09:23.360 --> 00:09:24.320 Yes, exactly. 00:09:24.559 --> 00:09:26.399 Yeah, I mean, it's so funny. 00:09:26.559 --> 00:09:33.840 My mom growing up, and even yeah, she'd be like, you know, oh, your room is such a mess, everything you do, everything's a mess. 00:09:34.000 --> 00:09:35.279 And then it's so funny. 00:09:35.519 --> 00:09:41.679 Um at the time, this name wasn't as polarizing, but um, and so I hesitate to use it. 00:09:41.840 --> 00:09:44.240 But um, she was like reading this article. 00:09:44.320 --> 00:09:48.639 Uh, I think this was like, I don't know, The Apprentice Days of Donald Trump, you know? 00:09:48.799 --> 00:09:49.039 Yeah. 00:09:49.279 --> 00:09:56.960 And she was like, I just read this article about how like everything he does is like it's so messy, but he knows where everything is. 00:09:57.200 --> 00:10:04.480 And like, you know, I know you've been in business for like a long time and stuff, and so now I understand, like, you're gonna be successful, Alex. 00:10:05.600 --> 00:10:07.919 I was like, I'm glad it clicked. 00:10:08.159 --> 00:10:09.840 Yeah, I'm glad you clocked that. 00:10:10.639 --> 00:10:12.720 So yeah, there's the process. 00:10:13.360 --> 00:10:13.919 Yeah. 00:10:14.639 --> 00:10:20.000 Many people might not really understand it or really, but it's there, yes, but it exists, it is there. 00:10:20.559 --> 00:10:27.200 Okay, so I want to talk about how you've really spent the last 15 years building this business. 00:10:27.440 --> 00:10:29.200 Take us back to the beginning. 00:10:29.440 --> 00:10:31.360 What did you set out to build? 00:10:31.679 --> 00:10:37.120 And how different is the business today from what you imagined when you kicked it off? 00:10:37.440 --> 00:10:38.480 Oh, wow. 00:10:39.120 --> 00:10:41.360 Wow, that is definitely a loaded question. 00:10:41.600 --> 00:10:44.000 Um and we can take it in steps, you know. 00:10:44.399 --> 00:10:44.559 Sure. 00:10:44.639 --> 00:10:45.440 Yeah, yeah, absolutely. 00:10:45.600 -->

00:10:45.919 Absolutely. 00:10:46.320 --> 00:10:47.679 Just take us back to the beginning. 00:10:47.919 --> 00:10:49.679 Why why did you want to start this? 00:10:50.000 --> 00:10:54.879 You know, uh originally it was um a community of artists. 00:10:55.039 --> 00:10:58.240 Yeah, it was um, so it was called Persevering Destiny. 00:10:58.639 --> 00:11:07.039 And I was 18 and what I was noticing at the time, it was so I'm a 90s baby. 00:11:07.120 --> 00:11:08.240 I was born in 1990. 00:11:08.320 --> 00:11:08.639 Yeah. 00:11:08.879 --> 00:11:16.480 Um, and so uh my age when I when I um like YouTube, so I was I don't know. 00:11:16.720 --> 00:11:20.000 When did YouTube come out like oh six or two thousand or something like that? 00:11:20.320 --> 00:11:20.720 I think so. 00:11:20.879 --> 00:11:23.759 Maybe when we were in like early high school, yeah, yeah, yeah. 00:11:24.720 --> 00:11:25.360 Yeah, yeah. 00:11:25.679 --> 00:11:48.080 So when that happened, I was like, uh I started seeing a lot more Filipinos and Asians like singing and they were going viral and stuff, um, but they were singing covers, you know, and a lot of my friends at the time, uh super talented, they all could sing, they all could play all the instruments, but because we're Filipino, we all had to be uh nurses or doctors, right? 00:11:48.159 --> 00:11:48.720 Right, right. 00:11:48.879 --> 00:12:11.519 And so I was like, wait, okay, well, let's figure this out where we can like have like the thing is is the reason why people are singing these covers is because they took the time to um write these songs, and um, I would rather have original songs start coming out from us, you know. 00:12:11.679 --> 00:12:25.200 Yeah, and at the time Arizona didn't really have a sound at all, and so I was kind of thinking about the broader like cultures of where hip hop or music came out of, and like you know, I think about LA, I think about Atlanta, I think about Chicago. 00:12:25.360 --> 00:12:26.879 Chicago's one of my favorites, yeah. 00:12:27.120 --> 00:12:38.240 And it's just a bunch of artists that consistently like battled each other, wrote together, like created together to be able to like create this sound. 00:12:38.399 --> 00:12:44.720 Um, and so I was like, look, I don't know what it's gonna look like, but let's get together and like let's just let's just make music. 00:12:44.879 --> 00:12:55.440 And so we had um singer-songwriter, we had like folk music, we did like hip hop, um, and we would record our own music, and then we ended up like filming our own music videos. 00:12:55.519 --> 00:13:00.879 Uh, we did like a Kickstarter when I first released, um, and did our own shows and things like that. 00:13:00.960 --> 00:13:12.080 And so um that's what I imagined it first was um uh someone once told me, like, so faith is like really big for me. 00:13:12.159 --> 00:13:26.480 Yeah, and um we went, we were in ASU and we performed our first song with me and my buddy that we wrote, and this guy randomly comes up to us and is like, Hey, um, you're like Jordan's and you're Alex, right? 00:13:26.639 --> 00:13:33.360 And we're like, Yeah, and um he was like, Yeah, um, can I can I give you a prophetic word? 00:13:33.519 --> 00:13:34.559 And I was like, What like what? 00:13:34.639 --> 00:13:38.559 Yeah, like oh, he's like, also, that's like that's not part of the prophetic word. 00:13:38.639 --> 00:13:39.679 Your brother told me your guys' his name. 00:13:39.759 --> 00:13:41.679 And I was like, okay, okay, because that's kind of weird. 00:13:42.000 --> 00:13:55.840 Um and so, anyways, he like kind of describes who we are as individuals, and then he was like, Um, you like you have a huge destiny in music, um, but you had to have your heartbeat be the same way his heartbeats for you. 00:13:55.919 --> 00:14:02.799 So the more you fall in love with him and the more you know his love for you, then the more that he'll reveal his destiny to you, you know? 00:14:02.960 --> 00:14:06.639 And so I was like, and so after that, I was like, wait, what is happening? 00:14:06.799 --> 00:14:09.919 Um, and so I was just like trying to read all these verses, then I started praying. 00:14:10.000 --> 00:14:11.759 I was like, all right, like what does this mean? 00:14:11.919 --> 00:14:16.399 Um, but really, like it's been really crazy to kind of kind of think about this overall theme in my life. 00:14:16.480 --> 00:14:26.879 It's like um anything that you know, like anything that I've been doing has always been a place of like never feeling like ready or good enough. 00:14:27.039 --> 00:14:27.279 Yeah. 00:14:27.759 --> 00:14:35.120 And so um there was this line of like, you know, God doesn't call those who are equipped, he equips those who he calls. 00:14:35.279 --> 00:14:38.879 And so at like 18, that was something like I really held on to. 00:14:39.120 --> 00:14:44.159 And um, but then also like this name of like persevering destiny, like, okay, what is that? 00:14:44.399 --> 00:14:51.679 And thinking about how oh, like this is not just a cool brand, it's not just a community, like this is a lifestyle. 00:14:52.080 --> 00:15:09.279 And if you truly want to like see things happen, this is what you have to be willing to walk through, and so I feel like that was like this beginning of setting this precedence of like, okay, like, are you willing to like persevere through the hard times? 00:15:09.440 --> 00:15:18.879 Yeah, to be able to see your destiny, but that that really like the core of that isn't because you get better, isn't it because like you do so much or you hustle and you grind? 00:15:19.039 --> 00:15:22.000 It's really like what pulls me back every single time. 00:15:22.159 --> 00:15:24.320 It's like, oh, are you willing to be still? 00:15:24.879 --> 00:15:29.200 Are you willing to like uh hear my voice and just be loved? 00:15:30.320 --> 00:15:33.200 And then like anything you create comes from that. 00:15:33.519 --> 00:15:49.039 And I think like you

know, later we can talk about it, but like biggest transformational pieces of my life is like when I tore one ACL, then I tore the next one, and then we almost lost everything, almost went bankrupt, and all those times forced me to be funny, like on my knees, you know. 00:15:49.200 --> 00:16:04.960 Um literally, yeah, truly um, and then forced me to have to like step back and then um know that my identity is not in all these things that are getting accomplished, but um, but like who God made me to be or like who I am, yeah. 00:16:05.360 --> 00:16:16.159 Um, so that was the original hope was like this creative like hub of artists to really empower them to create from who they are. 00:16:16.399 --> 00:16:23.279 Um, and so video just became this thing that my dad was like, dude, you're you're like super gifted. 00:16:23.360 --> 00:16:25.200 Yeah, um, so you should try to pursue this. 00:16:25.360 --> 00:16:29.679 And then my mentor was like, Let's you know, start a business. 00:16:29.840 --> 00:16:30.159 Yeah. 00:16:30.320 --> 00:16:33.440 And so um but I was pursuing music. 00:16:33.519 --> 00:16:36.240 I wanted to be a rapper, yeah, maybe on the stage. 00:16:36.399 --> 00:16:37.600 I got to do some of that stuff. 00:16:37.679 --> 00:16:53.200 It was really fun, but um, but I think like now it's become more so like okay, how do I bring those along with me um in this process of creating and how do I, at least for my community, those around me, you know, how do I show them that it's possible? 00:16:53.279 --> 00:17:04.720 Yeah, you know, and so um, you know, that's uh and yeah, so that's what it originally was, and now like like Paolo and I have been together for like seven years. 00:17:04.880 --> 00:17:08.720 The guy who helped me start this, um, he's on his own path right now. 00:17:08.960 --> 00:17:15.759 Um, but um he was part of PD, and so like we got to create and build things together. 00:17:15.920 --> 00:17:21.119 Um, and so you know that was a dream for me in itself, you know, it was like 12 years later. 00:17:21.359 --> 00:17:24.000 Wow, like where he we got to build it, you know. 00:17:24.319 --> 00:17:26.319 So that's so awesome. 00:17:26.559 --> 00:17:31.920 I I'm curious after 15 years of building, what keeps you creatively hungry? 00:17:32.160 --> 00:17:35.039 And what has made you consider doing things differently? 00:17:35.200 --> 00:17:40.000 Because it sounds like you've had quite a bit of evolution through the years. 00:17:40.480 --> 00:17:41.119 Yeah. 00:17:41.440 --> 00:17:46.160 Um, so the question was um what keeps you creatively hungry? 00:17:46.480 --> 00:17:48.559 Can you like like define that a little bit more? 00:17:49.119 --> 00:17:50.160 What keeps you inspired? 00:17:50.400 --> 00:17:53.759 You know, what keeps you okay yeah, yeah. 00:17:54.000 --> 00:17:54.640 Yeah. 00:17:55.599 --> 00:18:12.000 Right now, I would say that it's like really hard to describe what I feel, um, but I just really love people a lot. 00:18:12.319 --> 00:18:37.039 Um and I think like not feeling seen and heard when I was a kid really drives me to um help other people do that and and feel that and my uncle told me when I was a kid, uh when I was 10, he said, Alex, if you want to be successful and if you want to have good relationships, like learn to ask questions. 00:18:37.839 --> 00:18:39.359 And so I was like, okay. 00:18:40.079 --> 00:18:48.160 So from like 10 to like 36, and then realizing now that I basically built a business around questions and asking questions. 00:18:48.240 --> 00:18:49.519 I'm like, oh that's crazy. 00:18:49.599 --> 00:19:17.759 Yeah, um, I think this curiosity is what drives me of like every single time I sit down and hear another story, I learn so much from it, I grow so much from it, and like I like collect that and then like put that into my repertoire of stories, you know, and um and then I get to then use that to share with somebody else who always it's always funny, right? 00:19:17.839 --> 00:19:30.640 Like you talk to somebody who is like struggling with something, I learn from it, then I talk to this next person and they like are struggling with exact same things, but they're a little bit further along, and so I'm like, oh my goodness, I literally just talk to somebody and then like share that with them and then can connect them. 00:19:30.720 --> 00:19:41.759 And I think like um, I think that's what like really drives me is this like curiosity of like, okay, like how how do I grow more and then how do I help more people by just simply listening? 00:19:42.559 --> 00:19:44.400 Um I really like that. 00:19:44.640 --> 00:19:53.039 I can relate to that so much too, because I remember being a kid, we moved around so much when I was young, and I used to always think that was like a bad thing. 00:19:53.279 --> 00:19:59.359 Like I would be resentful to my parents, like, why did you have to move us so like make new friends and da-da-da-da? 00:19:59.680 --> 00:20:18.400 And then later on in my life, I realized, man, that was probably one of the biggest blessings that I had being able to be injected into different communities, like cultures, types of people, how they live, because I feel like that what is what gives you such a well-rounded perspective on like human beings and people. 00:20:18.880 --> 00:20:21.279 And I it is, I agree with you completely. 00:20:21.359 --> 00:20:48.400 Like, this is such a gift that we're we've built careers that do just that, you know, like when you're talking about these stories and like, you know, we're our own little data centers where it's like we do have the amazing privilege to be able to tap into so many different perspectives, and and that is such a beautiful gift, you know, because that's what makes you such a well-rounded uh not only storyteller and creative, but human being in itself. 00:20:48.559 --> 00:20:48.880 Yeah. 00:20:49.119 --> 00:20:50.799 So I love that I feel that. 00:20:51.119 --> 00:20:52.559 Yeah,

I appreciate that. 00:20:52.799 --> 00:20:56.559 And then it's like also like I think the access, right? 00:20:57.200 --> 00:21:13.839 Um, of like um, of people, like in who they are, and then like also just like, you know, it's uh, you know, more than me in a lot of ways, of like where this gift and this camera has taken you into places where no one else gets to be. 00:21:14.319 --> 00:21:14.799 Totally. 00:21:15.039 --> 00:21:22.480 And it's like and then and then like because of that, then you get a deeper relationship with these individuals. 00:21:22.640 --> 00:21:22.799 Yeah. 00:21:23.119 --> 00:21:30.480 And then you get to sit around a dinner table, you know, and where other moments you're like, oh, I should I need to get ready and and get this are my stuff ready, you know. 00:21:30.559 --> 00:21:40.400 You're like, oh well, actually, I'm gonna stay here for the next three or four hours to interact with everyone because like that is really why we're doing what we're doing, not the next day, you know. 00:21:40.640 --> 00:21:48.319 Um, and uh, and so yeah, I think like yeah, the relationships and then the access and the curiosity is what yes keeps me going. 00:21:48.640 --> 00:21:49.680 Yes, so so good. 00:21:49.920 --> 00:21:53.920 How is your definition of a good story changed over the last 15 years? 00:21:54.160 --> 00:21:58.160 Oh my god, it has changed dramatically up and down and all around. 00:21:58.240 --> 00:21:59.839 It's like, yeah, am I owned? 00:22:00.319 --> 00:22:02.240 New philosophies and methodologies. 00:22:02.319 --> 00:22:05.519 It's like um it's changed my life, honestly. 00:22:05.599 --> 00:22:05.680 Yeah. 00:22:05.759 --> 00:22:10.640 Um, when I finally like um uh started really thinking about it. 00:22:10.720 --> 00:22:13.759 Um, I'm sure you know uh Caleb Marsh. 00:22:14.480 --> 00:22:17.039 Um he we were talking randomly. 00:22:17.119 --> 00:22:24.720 I mean I've only had one conversation with him, um, but he asked me, he's like, Alex, like, how do you define story? 00:22:24.880 --> 00:22:32.319 And I was like, well, it's you know, and I went through different things and he was like, Is it though? 00:22:32.559 --> 00:22:43.759 Yeah, and it was like really fascinating, you know, and so it really challenged me because I was talking about story a lot and like really drawing out stories out of people, and so I was like, how does this, you know? 00:22:43.839 --> 00:22:48.319 So, anyways, it went I went to this deep dive, like really trying to think it through. 00:22:48.480 --> 00:22:51.599 Um, and so I arrived with a few things. 00:22:51.839 --> 00:22:59.440 Um one, uh, I believe that the way that I so I define it in two ways. 00:22:59.599 --> 00:23:04.480 One, I heard someone speak about it in a way where story is like transformation, yeah. 00:23:04.880 --> 00:23:11.839 And that trans, it's like the more layers of transformation it is, the more impactful that it is, right? 00:23:11.920 --> 00:23:13.920 The the the more

powerful the story. 00:23:14.160 --> 00:23:16.000 And I'm like, okay, that's really great. 00:23:16.160 --> 00:23:18.160 That seems like I really resonate with that. 00:23:18.319 --> 00:23:21.839 Um I was like, I think, but there's like uh there's something more, yeah. 00:23:22.160 --> 00:23:31.839 Um, and so uh I don't know if if uh yeah you can tell me, but um, I don't know if I want to use this necessarily, but yeah, yeah, yeah. 00:23:32.000 --> 00:23:43.920 Um, but um, so I started like a year ago, uh, started filming with the Peterson Academy, and so I got to like hit listen to like all these different professors, yeah. 00:23:44.240 --> 00:23:58.880 So like Jordan Peterson actually came in and did like his original like um uh I forgot it slips my mind, like but but what story is to him, just like what it means to be like human and like all these things, talks about this dragon and like all this stuff. 00:23:59.039 --> 00:23:59.920 And it's so interesting. 00:24:00.000 --> 00:24:06.160 Every single time I go and I shoot with them, my life is like changed because of like something speaking to me every single time. 00:24:06.400 --> 00:24:16.000 Um, but I found it really interesting because I I then started learning how to also how do I want to, if I was to teach something, like how would I want to do it? 00:24:17.200 --> 00:24:28.000 Um, and so um in this process, I've then evolved a lot of my thinking into like, okay, well, how do I see story and what does that look like? 00:24:28.079 --> 00:24:32.880 And so first it started with, well, everyone wants to talk about storytelling. 00:24:32.960 --> 00:24:34.240 I hear it all the time, yeah. 00:24:34.480 --> 00:24:37.759 But like, okay, if everyone's talking, then who's listening? 00:24:37.920 --> 00:24:38.160 You know? 00:24:38.319 --> 00:24:45.599 And so I was like, okay, well, all right, if there's if if we're storytelling, stories actually don't exist unless someone is listening to it. 00:24:45.839 --> 00:24:57.119 And so I'm like, well, like that's one way I really want to approach this is in order for me to actually tell a story, I have to have someone on the other side who's willing to listen to me. 00:24:57.200 --> 00:24:59.680 Yeah, and then um, and then vice versa. 00:24:59.839 --> 00:25:06.400 And so I was like, well, really, the only reason why story exists and why it's important is that we're willing to give it to each other. 00:25:06.640 --> 00:25:17.599 And so I define story now as generosity, and that the only way that um are we willing to on my end say, hey, do I need to know the best story methods? 00:25:17.759 --> 00:25:33.599 Do I need to know like this is this is the intro, then this is the climax, and then this is where you know, yeah, sure, like that already exists, you know, but I think most people have a hard time uh understanding story um and like how to do it. 00:25:33.680 --> 00:25:41.039 And so I'm trying to break it down so simply of like, look, all it really takes is

your willingness to share what's inside of you. 00:25:41.200 --> 00:25:50.240 And then when someone shares, is you be generous enough to listen to them and then give them a safe place to do that, and then you'll get better at stories because you're listening more. 00:25:51.200 --> 00:25:58.880 And um, there was a director, I can't think of his name, but he said, You want to get better at stories, read more, you know? 00:25:59.200 --> 00:26:03.119 And so my belief now is like if you want to get better at stories, listen more. 00:26:03.200 --> 00:26:03.440 Yeah. 00:26:03.920 --> 00:26:22.720 And um, and so really I created this course where I'm like, okay, if I can teach people these four C's, it's like if you can learn how to collect stories, which is like being observant to everything that's around you, listen more, um, write them down and figure out why does this, why do you care about this? 00:26:22.799 --> 00:26:24.720 You know, like why does this stick out to you? 00:26:24.880 --> 00:26:26.240 Then like create stories. 00:26:26.400 --> 00:26:40.240 So one of the things I like doing is if you don't know how to do storytelling and it's hard for you to listen, then go out and do something kind for somebody, generate and create a story for another person so that they have a story to tell when they go home. 00:26:40.400 --> 00:26:42.720 Then you have a story that you have to go home with. 00:26:42.799 --> 00:26:43.119 Yeah. 00:26:43.279 --> 00:26:46.079 Um, and then after that, it's communicate. 00:26:46.160 --> 00:26:51.359 And so after you've collected these stories, after you've created these stories, then go and communicate them, just share them. 00:26:51.440 --> 00:26:58.640 And I don't care, I don't care like the method, I don't care of like structure, just literally repeat what just happened, you know? 00:26:58.799 --> 00:27:06.880 Um, and then the reward and the hope after that is like I believe that if you told a story effectively, is that you've connected with another person. 00:27:07.039 --> 00:27:07.599 Yeah, right. 00:27:07.759 --> 00:27:12.480 And so it's like, okay, well, um it did you fumble through it? 00:27:12.640 --> 00:27:14.000 Did you mess up? 00:27:14.400 --> 00:27:14.960 Probably. 00:27:15.119 --> 00:27:15.440 Yeah. 00:27:15.680 --> 00:27:18.000 But at the end of it, did they feel seen by you? 00:27:18.160 --> 00:27:18.400 Yeah. 00:27:18.559 --> 00:27:21.039 Did you get their number and are you gonna hang out again? 00:27:21.279 --> 00:27:21.839 Yes. 00:27:22.160 --> 00:27:24.240 Then you then you told a good story. 00:27:24.480 --> 00:27:26.000 Yeah, yeah, for sure. 00:27:26.480 --> 00:27:27.440 Amazing. 00:27:27.759 --> 00:27:32.960 You have told so many different types of stories through your productions. 00:27:33.119 --> 00:27:45.119 And I I want to touch on this um this wedding that you produced that we talked about earlier, because you don't take on weddings, but you did take on this one with the Twitch founder. 00:27:45.680 --> 00:27:48.000 What made that one worth saying yes to? 00:27:48.319 --> 00:27:52.559 And can you talk a little, tell us a little story about about that too, about that event? 00:27:52.960 --> 00:27:53.599 Absolutely. 00:27:53.839 --> 00:27:59.440 Um so the reason why I wanted to talk about the story in general, I haven't actually ever talked about this. 00:27:59.839 --> 00:28:00.000 Okay. 00:28:00.480 --> 00:28:00.720 Yeah. 00:28:01.039 --> 00:28:02.559 You are hearing it here first. 00:28:02.799 --> 00:28:04.799 Yes, this is the first time you'll hear from me. 00:28:05.359 --> 00:28:09.039 Um yeah, so what was this? 00:28:09.279 --> 00:28:09.599 Okay. 00:28:09.759 --> 00:28:16.400 So in 2024, we nearly went bankrupt, almost lost the business. 00:28:16.480 --> 00:28:18.960 Um was this when you had your tour in ACL? 00:28:19.200 --> 00:28:24.400 When was so that was the that was um that was the first time I lost the business. 00:28:24.640 --> 00:28:24.960 Okay. 00:28:25.119 --> 00:28:27.759 Okay, we've got some we got a lot to unravel here. 00:28:28.160 --> 00:28:29.039 Yeah, yeah, yeah. 00:28:29.599 --> 00:28:35.519 Um, and then that's when I uh revived it and like uh rebranded and a whole different direction. 00:28:35.680 --> 00:28:36.480 Yes, that was the first time. 00:28:36.799 --> 00:28:37.519 Got it, got it, got it. 00:28:37.680 --> 00:28:39.200 That was like 19 uh 19. 00:28:39.599 --> 00:28:43.920 19 No, sorry, 2019. 00:28:44.480 --> 00:28:44.960 Yes, got it. 00:28:45.279 --> 00:28:45.519 Yeah, yeah. 00:28:45.599 --> 00:28:47.279 Well, 2017, then 2019. 00:28:47.359 --> 00:28:52.240 Um But no, this was in 2024, and I was working at a juice shop. 00:28:52.319 --> 00:28:53.359 Shout out to Westies. 00:28:53.759 --> 00:29:02.559 Um, and it was so funny, it was during that time where I had some past clients, they would come in and I was like making smoothies and doing juice and stuff, and I'd see them walk in. 00:29:02.720 --> 00:29:04.640 I'm like, oh um, I'm gonna go do the dishes real quick. 00:29:04.720 --> 00:29:08.400 And I just like I'm like checking the seats are gone. 00:29:08.480 --> 00:29:11.839 Yeah, and I saw some like old high school friends like, Oh, you work here? 00:29:12.000 --> 00:29:13.839 I'm like, Yeah, yeah, I work here, yeah. 00:29:13.920 --> 00:29:14.799 It's it's great, it's great. 00:29:14.880 --> 00:29:16.319 No, it's really I'm really thankful for it. 00:29:16.480 --> 00:29:16.880 Totally. 00:29:17.119 --> 00:29:26.559 Um, but the reason why I share that and why the story to me is really important is because um that whole season taught me like why I do what I do, totally. 00:29:26.960 --> 00:29:33.519 Um, that year, actually, the beginning of the year, I was like, because the year prior, we ended the year with like, I mean, it was epic. 00:29:33.599 --> 00:29:35.920 I was like, yo, we just got a new studio. 00:29:36.079 --> 00:29:41.680 We just got like we were building a podcast studio out, like we

had everything, and I was like, yo, we're about to blow up. 00:29:41.920 --> 00:29:43.680 Like this is a tipping point, yeah. 00:29:43.839 --> 00:29:44.880 I was like, we're gonna make a million. 00:29:45.119 --> 00:29:45.839 Yeah, yeah, yeah, yeah. 00:29:46.799 --> 00:30:00.720 Um, and uh that's when it was like, okay, if that's what you want and that's what you want to do, then let me break you down all the way to the bottom for you to realize like what it takes to carry and hold this, you know. 00:30:01.200 --> 00:30:11.279 Um, and it I realized how ego driven it was versus like that process made me realize, like, oh, I'm here to serve, and I'm like, I'm here to care for people. 00:30:11.440 --> 00:30:16.319 And so there were many moments that things that I wouldn't say yes to usually, yeah, you know. 00:30:16.480 --> 00:30:40.640 And so one of them was Westie's, the chew shop, and then one was like my uncle who does like these bog buy-in boxes, and we were there from like eight to like one, and he was just telling me about he's like every day, Alex, like I cry about my mom passing away, my dad's in the Philippines, I can't see him, he has cancer, my brother is about to pass away, and he's just like really, you know, like I'm just like, okay, I'm really okay, like I'm really fine. 00:30:40.799 --> 00:30:45.519 Um, but it gave me this opportunity to like surf in that moment. 00:30:45.599 --> 00:30:45.839 Yeah. 00:30:46.000 --> 00:30:52.880 That I, you know, I've I had a I think at the time I had a two, three, a two and a half year old, maybe three year old. 00:30:53.119 --> 00:30:56.000 And so, you know, I didn't want to be out late at night, yeah. 00:30:56.160 --> 00:30:56.960 And like be out. 00:30:57.119 --> 00:31:03.039 I mean, I was like, I just went to Westies and then now I'm working this and like trying to make amends me every single second, you know. 00:31:03.200 --> 00:31:07.680 You know, I was getting like I was like, oh they're like, hey, do you want the leftovers of the rotisserie chicken that we ripped off? 00:31:07.759 --> 00:31:08.720 I'm like, yes, please. 00:31:09.839 --> 00:31:11.279 He'll feed my family today. 00:31:11.680 --> 00:31:15.200 Yeah, um, but the other thing was the the wedding. 00:31:15.279 --> 00:31:15.519 Yeah. 00:31:15.759 --> 00:31:20.559 So um a friend of mine uh was like, hey, like are you are you willing to do this wedding? 00:31:20.720 --> 00:31:21.279 Like blah blah. 00:31:21.440 --> 00:31:22.400 I didn't know who it was or anything. 00:31:22.480 --> 00:31:22.640 Yeah. 00:31:23.680 --> 00:31:24.559 I was like, sure. 00:31:24.799 --> 00:31:26.400 Yeah, like let's let's go, let's do it. 00:31:26.559 --> 00:31:31.680 And it was like this uh really cool resort area out um towards Sedona-ish. 00:31:32.079 --> 00:31:56.319 Okay, and um we get there and they start talking and we're like filming the dinner like aspect, like it was like a four-day thing, but we were like there for like um the reception, and so we're there, we're just talking, and then the photographer, my friend, was like Alex, so just so you know, like right there, there's the CEO of Reddit. 00:31:56.480 --> 00:31:59.839 Um that's uh the founder of Fathom, yeah. 00:32:00.000 --> 00:32:01.359 Um I use that all the time. 00:32:01.519 --> 00:32:06.640 Yeah, then and then they're like, and then those are the four founders of Twitch. 00:32:06.799 --> 00:32:09.680 Um, and I'm like, what are we doing here? 00:32:09.839 --> 00:32:10.799 I'm like so confused. 00:32:11.119 --> 00:32:11.599 I'm like, what? 00:32:11.759 --> 00:32:27.759 And so I'm just like I start hearing all these stories of like how they started, and like the founder is really thinking him, and they're like, Man, like if it wasn't for you, like you know, you basically really help us create generational wealth that I can pass down, you know. 00:32:27.839 --> 00:32:31.680 Yeah, and I'm like, and it was like, what what is going on? 00:32:32.079 --> 00:32:49.200 Yeah, and then the lead singer of Third Eye Blind came up and he uh sang a song, acoustic song that's never been released about his daughter, so and he's just like singing to like them, uh like telling this crazy story. 00:32:49.359 --> 00:32:58.079 And um what it made me realize was like wow, you know, these are just like you know, they're just like us. 00:32:58.240 --> 00:33:00.000 I mean, we're just you know, yeah. 00:33:00.240 --> 00:33:07.279 Um, but also like how much they cared for each other and what it took to do something together, totally, you know, and really believe in each other and help each other out. 00:33:07.519 --> 00:33:14.000 So um yeah, that story to me is like like a crazy like moment. 00:33:14.240 --> 00:33:14.559 Yeah. 00:33:14.720 --> 00:33:29.599 Um, but I think that I what I care more about that story is that like um it was about how when you when you're brought low and you s and you don't like typically say yes to things, right? 00:33:29.920 --> 00:33:34.799 You know, it's like that I like to say like detours the way. 00:33:34.880 --> 00:33:37.039 And so like everything is like part of the process. 00:33:37.440 --> 00:33:44.160 And I think with everything kind of falling apart, it didn't discourage me of like I'll never reach there. 00:33:44.480 --> 00:33:55.759 It actually just showed me like what it takes to get there and like gave me hope that like okay, like even in my lowest point, like I get to be in these kind of rooms that I didn't even market for it, I didn't try for it. 00:33:55.920 --> 00:33:57.119 It was just like here you go. 00:33:57.359 --> 00:33:57.759 I've given. 00:33:58.000 --> 00:33:58.799 Yeah, yeah. 00:33:59.039 --> 00:34:09.440 Okay, I want to share a quick story too, that I can really relate to on that sense because pre-COVID, majority of our video production work was weddings and events. 00:34:09.760 --> 00:34:19.840 And after doing weddings for, you know, five, six plus years, I was totally tapped out working every

weekend, especially having like being a single mom to a little girl. 00:34:20.000 --> 00:34:22.159 I'm like, okay, I need my weekends back, you know? 00:34:22.239 --> 00:34:25.760 And I was starting to get like just toast, like burnt out. 00:34:26.159 --> 00:34:33.599 And then I think it was 2018, maybe 19, we did a wedding at a venue that we've were on their preferred list. 00:34:33.679 --> 00:34:40.239 So we would just get served these beautiful weddings of couples that we didn't know that a lot were like destination and whatnot. 00:34:40.559 --> 00:34:45.760 And I'm working this wedding and just vibing so well with the bride and groom. 00:34:45.840 --> 00:34:47.119 They're from New York, whatever. 00:34:47.199 --> 00:34:56.159 I don't know anything about what they do until after the wedding, when they had the most amazing experience through the process of like capturing their wedding film. 00:34:56.400 --> 00:35:06.639 Didn't realize she was the uh VP of marketing for all of Annaheiser Busch, which is like such a massive deal and has this huge like stand. 00:35:07.039 --> 00:35:08.880 And so I was like, oh shit. 00:35:09.039 --> 00:35:11.519 So she's like, Do you guys do any other kind of video? 00:35:11.760 --> 00:35:15.760 Well, fast forward, you know, COVID happens and the world shuts down. 00:35:16.000 --> 00:35:19.920 And that was a time frame where she was reaching out to us about brand work. 00:35:20.079 --> 00:35:27.039 So we were able to sign like a huge contract with Budweiser during COVID, you know, from that wedding referral. 00:35:27.280 --> 00:35:31.599 So it's like exactly what you were saying, where like opportunities are served for you. 00:35:31.760 --> 00:35:36.639 It's like sometimes in those moments or those things that you're doing where you're like, why am I doing this? 00:35:36.800 --> 00:35:38.960 It's like actually there's a bigger purpose there. 00:35:39.440 --> 00:35:40.320 That's epic. 00:35:40.480 --> 00:35:48.000 Yeah, it is so and and again, you have to like be grateful for like every journey of the creative process and what it serves you. 00:35:48.480 --> 00:35:49.360 It's all with reason. 00:35:49.599 --> 00:35:50.320 No, seriously. 00:35:50.480 --> 00:35:50.719 Yeah. 00:35:50.960 --> 00:36:08.960 And it's like those things where you would feel like, you know, you would either like, you know, in the past, I've been like, the reason why I stopped doing weddings, like, I don't know, I don't know, 10, 12 years ago is because I met with these like uh there were photographers and videographers that were there. 00:36:09.119 --> 00:36:11.280 And I was like, is this what you really want to do? 00:36:11.440 --> 00:36:11.599 Yeah. 00:36:12.079 --> 00:36:15.280 Like, oh no, like we are creative, like fine art photographers. 00:36:15.360 --> 00:36:17.280 And I was like, Oh, like, are you just doing this on the side? 00:36:17.360 --> 00:36:18.239 Like, how long have you been doing it? 00:36:18.320 --> 00:36:21.679 And they

were like, Oh yeah, you know, it's been like 15 years now. 00:36:21.920 --> 00:36:24.639 Um, I'll and they're like, We wish we could still do our own thing. 00:36:24.719 --> 00:36:25.760 And man, it like clicked, right? 00:36:25.920 --> 00:36:27.840 Yeah, you're like, okay, the time is now. 00:36:28.239 --> 00:36:31.199 I would imagine it's probably a lot like bartending, right? 00:36:31.360 --> 00:36:33.440 Where it's like, yeah, the money's good. 00:36:33.920 --> 00:36:49.440 You could stay stuck here, or not, and I shouldn't say stuck, because some some sometimes bartending is a great space for some people, but I think it's like that same type of element where it's like, yeah, it's pretty comfortable and it's good, but like, is that really what you're wanting to do? 00:36:49.519 --> 00:36:51.840 And you have to make those decisions in that moment. 00:36:52.079 --> 00:36:53.119 So that's cool. 00:36:53.280 --> 00:36:56.480 I want to hear about your heart and hunt membership. 00:36:56.719 --> 00:36:57.679 This is really, really cool. 00:36:57.840 --> 00:37:02.800 Can can you tell us about where the idea for Heart and Hunt came from? 00:37:03.039 --> 00:37:03.760 I appreciate that. 00:37:03.920 --> 00:37:04.719 Yeah, thanks. 00:37:04.960 --> 00:37:12.000 Um like the idea of like um just it as a whole or the name or just Yeah, all of it. 00:37:12.239 --> 00:37:12.480 All of it. 00:37:12.800 --> 00:37:13.519 Tell us what it is. 00:37:13.760 --> 00:37:14.400 Okay, yeah. 00:37:14.639 --> 00:37:22.320 Well, the the membership itself is uh our main thing the past six years of like, how do we tell founder stories? 00:37:22.400 --> 00:37:22.559 Yeah. 00:37:22.719 --> 00:37:24.639 And because we're documentary style, right? 00:37:24.880 --> 00:37:39.199 What we used to do, well, we still do it, but like our main thing at the time was we would go with a founder, we'd be there for five, six days, like 14-hour days, you know, we'd eat dinner with them, lunch, breakfast, you know, we'd do the whole thing, we'd be with their families. 00:37:39.280 --> 00:37:43.280 Um, and then afterwards, we'd do like a 15-minute to 30-minute film. 00:37:43.760 --> 00:37:46.159 Yeah, you know, and then we'd break it down to like pieces. 00:37:46.400 --> 00:37:55.119 Um, and but what we realized was is that you know, that price point, um, like not everyone can do that. 00:37:55.199 --> 00:37:55.519 Right. 00:37:55.679 --> 00:38:00.639 And not everyone can like so like the people that I actually really care about as well, like the small businesses, yeah. 00:38:00.800 --> 00:38:01.599 That's like impossible. 00:38:01.760 --> 00:38:02.000 Totally. 00:38:02.400 --> 00:38:03.199 Like no one could do that. 00:38:03.280 --> 00:38:08.239 Like, and so um, and I'm not actually helping the people I want to see become these people. 00:38:08.400 --> 00:38:08.800 Totally. 00:38:08.960 --> 00:38:16.480 So I was trying to figure out okay, what is a way to um what can I do to create and make stories more accessible? 00:38:16.800 --> 00:38:24.559 Um, and and then and then at the same time, how do I then scale and grow with them to a point to make these founder videos? 00:38:24.639 --> 00:38:33.199 Yeah, and so um that's what really helped me think through some of the story stuff, and then like how do you ask questions? 00:38:33.519 --> 00:38:43.599 And you know, only recently when things fell apart, that I really realized, like, oh, for the longest time, I thought that the best gear was a thing that why people hired us. 00:38:43.760 --> 00:38:44.559 Yeah, yeah. 00:38:45.280 --> 00:38:56.000 Especially when like, I don't know, like what 2014, 15, you know, it was like you gotta have like the best gear, you know, and so like spent so much money on things and like that's our value, you know. 00:38:56.079 --> 00:39:14.719 And so only like maybe the past two years where I was like, actually, um, I can do is like even if like that's why I'm moving and pivoting more towards like a creative storytelling agency because I wanted people to understand and know that our main focus is like how do we draw a story out of people? 00:39:15.119 --> 00:39:16.480 Like, how do we ask these questions? 00:39:16.559 --> 00:39:18.639 How then do we connect your story to your business? 00:39:18.800 --> 00:39:19.119 Yeah. 00:39:19.280 --> 00:39:26.719 Um, and so that's how Hart and Hunt was birthed, is like we reverse engineered what we did, and then how do we then bring people along on this journey? 00:39:26.800 --> 00:39:44.719 So essentially it's people come in for 45 minutes, yeah, and then uh we ask them questions uh based off of our um um our formula and what we think, like how we draw out stories, and then they be with us every month for six months, and then we give them five clips and then give them the full interview. 00:39:44.800 --> 00:39:45.039 Yeah. 00:39:45.199 --> 00:39:50.000 Um, because like you know, what I want to do is empower them with their footage, yeah. 00:39:50.239 --> 00:39:56.159 And so it's like, yeah, sure, we can edit it, yeah, you know, but like right now it's all about how quick can you get stuff out? 00:39:56.320 --> 00:39:56.480 Yeah. 00:39:56.639 --> 00:39:59.519 So like here's your story, we'll help you draw it out, we'll help connect it. 00:39:59.599 --> 00:40:04.559 But now take it, edit it, yeah, and like use however you want to use it, you know. 00:40:04.639 --> 00:40:08.000 Uh, because our gift and what we do is like to draw it out of you. 00:40:08.159 --> 00:40:15.360 So um that's like the that was that's the goal with Heart and Hunt is can we make it easier for people to create content? 00:40:15.679 --> 00:40:16.880 So cool and tell a story. 00:40:17.119 --> 00:40:17.599 I love that. 00:40:17.840 --> 00:40:19.280 So, so beautiful. 00:40:19.519 --> 00:40:26.800 Um, how do you help someone uncover a story when they don't even realize is it's worth telling? 00:40:31.920 --> 00:40:43.840 In a simple way, it's from what I've

experienced, is it's just creating space to listen. 00:40:45.039 --> 00:40:48.079 Um especially us as founders. 00:40:48.880 --> 00:41:14.320 Like why this is important to me and why I value this conversation is what I think is what I think is like powerful in what we do is because um the people that I'm sitting across with I understand losing and building and losing and building, yeah and I understand how lonely it is. 00:41:14.719 --> 00:41:21.360 Um and but then also how just how much how worth it it is. 00:41:21.760 --> 00:41:45.360 And so um why I value this conversation is because like I know that of you and so I feel like I can be able to share openly with you and feel like oh she has understanding and compassion for what I'm going through, and you can ask the questions to to help me unravel those kind of things, you know, and make space for that. 00:41:45.440 --> 00:41:50.880 And so most times when people come talk to us, you know, they ask us like how do you I want to get better asking questions. 00:41:50.960 --> 00:41:53.199 How do you how do you ask these questions, you know? 00:41:53.440 --> 00:41:58.800 And it's like you know, when you look back at our interviews and you listen to it, it's really simple. 00:41:59.119 --> 00:42:17.440 We're not doing anything, actually, we don't ask really these epic questions, it's really just like I ask why over and over and over again, and then I just ask you to define something that I don't understand because we use terms all the time that we all think we all know, but we all it all means something different for us, and so like what does that word mean to you? 00:42:17.599 --> 00:42:19.440 And then can you elaborate on that? 00:42:19.679 --> 00:42:29.679 And then sure, the curiosity comes down to like, oh well, you said this, so then and then trying to connecting some things to their business and their vision and mission. 00:42:29.840 --> 00:42:35.519 Um, but yeah, honestly, people just don't have the time and don't make the time for it. 00:42:35.599 --> 00:42:48.639 Yeah, and when they do, like then they realize, like, oh, you know, like I think the gift that we have is that we're able to see the connection between their life and their business, and we're able to bring them together. 00:42:48.800 --> 00:42:51.920 But then what I like to do is like, hey, show this to your friends, yeah. 00:42:52.079 --> 00:42:54.800 Show this to your friends now, show this, like post it. 00:42:55.280 --> 00:43:01.199 And then I trust me, you're gonna start getting you're starting to believe you'll start to believe that your value matters and your story matters. 00:43:01.280 --> 00:43:01.599 Yeah. 00:43:01.760 --> 00:43:08.400 Um, and then then they post it and they see the feedback and stuff, and it's like, oh so rewarding. 00:43:08.960 --> 00:43:17.920 Cause sometimes when you're so in it, like you do need that bird's eye, you do need that third perspective that can be that lens to help connect those dots. 00:43:18.000 --> 00:43:20.800 So that is the most rewarding feeling, I imagine. 00:43:21.039 --> 00:43:21.679 Oh my goodness. 00:43:22.079 --> 00:43:22.719 Everyone you work with. 00:43:22.880 --> 00:43:23.360 Oh, yeah. 00:43:23.440 --> 00:43:23.599 Yeah. 00:43:23.840 --> 00:43:34.400 Like there's one person, like she started like a uh like old doggy hotel business and was like at her house, and so they were there like all the time. 00:43:34.960 --> 00:43:36.880 And um, we're like, Why do you do this? 00:43:37.039 --> 00:43:37.840 You know what I mean? 00:43:38.159 --> 00:43:39.679 Um, like, why do you care so much? 00:43:40.000 --> 00:43:41.119 It doesn't make any sense. 00:43:41.280 --> 00:43:51.519 Um, and she told this story of when she was little, when things went bad with her family, like her parents, she would go to her um grandparents' house and they had a barn and they had a farm. 00:43:51.599 --> 00:43:51.760 Yeah. 00:43:51.920 --> 00:43:54.800 And so she'd go into the barn and the animals would take care of her. 00:43:54.880 --> 00:43:55.039 Yeah. 00:43:55.440 --> 00:43:56.719 She felt like that was a safe place. 00:43:57.039 --> 00:43:59.599 And so I was like, you know, do you think that's where? 00:44:00.239 --> 00:44:00.800 comes from. 00:44:00.960 --> 00:44:01.119 Yeah. 00:44:01.280 --> 00:44:02.639 And she was like, wait, what? 00:44:03.360 --> 00:44:06.000 And she's like, I've never put that, those two to two together. 00:44:06.480 --> 00:44:12.000 And it's like, yeah, well, how do you build trust with because they've only been around for like maybe a year. 00:44:12.079 --> 00:44:12.320 Yeah. 00:44:12.480 --> 00:44:23.280 And so the thing that I always try to show people is don't don't try to label like why, like, why you should be doing this just based off of your LLC. 00:44:23.440 --> 00:44:25.920 It should be based off of like where this actually came from. 00:44:26.159 --> 00:44:26.320 Yeah. 00:44:26.480 --> 00:44:29.199 And so for you, this was like when you were like five years old. 00:44:29.519 --> 00:44:33.280 You know and so you were cared for animals at five and now you're like 40. 00:44:33.440 --> 00:44:40.400 And so it's like now you have all this passion and love you be like for this for these animals and to give back to them in this kind of way. 00:44:40.559 --> 00:44:43.840 So um like those are the kind of connections that I'm oh for sure. 00:44:44.159 --> 00:44:47.199 It means so much you're like a therapist as well. 00:44:47.760 --> 00:44:50.400 You're uncovering all of life's answers here. 00:44:50.639 --> 00:44:54.800 What would what do you feel like changes for the founders who go through this process with you? 00:44:55.440 --> 00:44:55.760 Oh. 00:44:56.000 --> 00:45:00.000 Other than deep therapy self-realization work. 00:45:01.039 --> 00:45:02.159 Because that happens too. 00:45:02.400 --> 00:45:13.039 No, absolutely well, you know, I'm I'm sure you've I'm curious actually on too on this kind of conversation

but for the longest time people would say like you know well what's the ROI? 00:45:13.119 --> 00:45:13.760 What's the ROI? 00:45:13.840 --> 00:45:13.920 Yeah. 00:45:14.000 --> 00:45:15.760 You know and I'm like, oh my gosh, okay. 00:45:16.079 --> 00:45:20.559 So I went on this long search of trying to figure out what's the return on investment. 00:45:21.199 --> 00:45:28.960 But as we kept on diving deeper into it, I just realized like oh like the question for me really became like what are the return on intangibles? 00:45:29.360 --> 00:45:32.079 And like how are people's lives being changed in this process? 00:45:32.159 --> 00:45:37.679 And so we fell followed a founder um from like for four years. 00:45:38.159 --> 00:45:46.159 They started at like 500,000 and then at the end um we did an update like a year ago two years ago and they're like at four or five million. 00:45:47.199 --> 00:45:51.360 And when we first told the story we included their kids into it. 00:45:51.440 --> 00:45:51.599 Yeah. 00:45:51.760 --> 00:45:54.079 And their kids had no idea fully what they did. 00:45:54.159 --> 00:45:54.320 Yeah. 00:45:54.559 --> 00:46:03.760 And so when we asked them one was 18 one was like eight and six and the eight year old did some like small things like in the business to help him. 00:46:03.920 --> 00:46:04.239 Yeah. 00:46:04.480 --> 00:46:17.039 But the oldest one was going into the military and he was like I just remember the times where he'd come home and he was like always like stressed out and angry and we'd fight and I'd see my parents like kind of like try to figure things out. 00:46:17.280 --> 00:46:28.639 Um and after we did the whole process and then we showed them afterwards, you know, they're like crying and stuff and um they like finally realized like oh like I understand what you do now. 00:46:28.719 --> 00:46:28.880 Yeah. 00:46:29.360 --> 00:46:47.599 And so when we did the update video it was funny to see them like two, three years later like the youngest was like yeah I'm pretty much like the heir of the throne like I'm gonna get it next you know and then the other son was like yeah I'm gonna do all I can to make sure that I'm the right fit to take over the business and I want to take over the business. 00:46:47.760 --> 00:47:21.519 You know so as a as a founder if you're building something you know like that becomes a generational like business um and then some of the other things that happened were like for the founder he never realized fully like everything that he went through like he almost sold the business he almost like took his life you know and like all these things and so when he's reflecting after all this stuff and watching it back and seeing his life like in front of his eyes it's like oh oh my goodness like whatever I'm going through right now is actually not that bad compared to everything I overcame. 00:47:21.920 --> 00:47:27.280 And so one of the things that he shared with us was like man like I have a new fire in me like I'm super excited. 00:47:27.440 --> 00:47:45.039 And so it was really cool because we talked a year later and that video itself like he um he had this big client and was able to convert them from like um uh like$10,000 a month like$80,000 a month um and became their biggest clients. 00:47:45.119 --> 00:47:58.960 And so I don't know there's just like a lot of different things that like happen in the process that oh my God I like so well totally yeah this process is like it is so personal and you see so much growth and change and evolution with those that you work with as well. 00:47:59.440 --> 00:48:03.280 And that's so cool to be able to document that's amazing. 00:48:03.440 --> 00:48:03.679 Yeah. 00:48:04.239 --> 00:48:22.000 I want to talk about creating opportunities for other creatives because you've said some of your proudest accomplishment you said some of your proudest accomplishments are community focused like screening your crew's short films at the five year anniversary party. 00:48:22.239 --> 00:49:18.079 Why do those moments stand out to you more than some of the bigger commercial projects and things I think because my brother he's two and a half years older than me and he would take me along to everything and so I just followed him and um every new layer every new thing that I did he would just wait oh looks like come on like and with all his friends he would like invite me to come along um and so I got to see the world in a different type of light and I had someone always like come with me you know um and I think then my mentors in my life have done the same thing. 00:49:18.239 --> 00:50:07.039 Yeah and so I I think that now that I have the opportunity but I you know I think even when I was like younger though it was just always creatives just we just we're just you know it's so hard to live in this life that we're in you know um and there's such a joy of like helping people see that what they have like doesn't matter how big quote unquote it gets but that the fact that you just finished something and the fact that you just accomplished something and the fact that you had the resources and nothing was stopping you for doing that at least at least more resources than you would have had on your own. 00:50:07.199 --> 00:51:32.960 Totally you know and like what kind of opportunity that creates like you know like being in that room with all the different people there from all walks of life for a five year anniversary but then the next day they brought their own friends and family there to the watch theirs and then you know one of the the crews like mom came up to me and he was like you know him you know crawling in the sand like it was like seeing him like and and then he was up there speaking and stuff and he's like it was like it's really crazy to see him crawling through the sand like I it looked like him when he was like a kid he was just trying to figure this out like how do I do video how do I create films and then to

see him speaking and watching him films be created she was like she just started crying and she was like it's like a really amazing to see like what it took him to like be here you know and um and I think like you know because at the end of the day I I've been thinking about this a lot lately is you know like I got to do some POTUS work recently and uh and then like at the end of the day you know I got home and my three month old is like crying as soon as he's getting out of the car as soon as I get out like we would get there at the same time and like and then I had to then change diapers and then I have to like take the trash out and put the trash out and like still you know and so like you know like at the end this is where my life is season is you know and so like at the end of the day it's like you know they don't care if I did the work that I did. 00:51:33.119 --> 00:51:40.880 They're just like you know I got him like this little um Thai beanie baby stormtrooper and he's like oh my gosh why did you think of me? 00:51:40.960 --> 00:52:19.840 Like that really means a lot like tell me more about this you know and like they don't they don't care yeah you know um and so I think like and even being in that situation seeing the relationships that I was able to form around this table you know I just think about a lot of like you know people talk about um but like okay like don't ever give things for free you know like don't do things for free you gotta know your value like charge your value and yes there's a place for that of course um but a lot of everything and anything that like has been enormous in my life in in the world's eyes and society's why is like because are actually all from relationships of things that I did for free. 00:52:20.079 --> 00:52:31.360 And I almost would argue that you know more of your value when you do things for free because you're valuing the relationship and how you care more than you do of like the monetary value you can get from it. 00:52:31.519 --> 00:52:40.159 And like more times that I've served and given because I care about that relationship the more times it's given me like exponentially like financially. 00:52:40.400 --> 00:54:53.599 Yeah yeah that's an interesting perspective yeah I love that that's really really good so life has changed quite a bit for you the last few years becoming a dad and stepping into this world of fatherhood um and now having a five year old and a new baby at home how has your relationship with time ambition work how has all of that changed yeah uh completely I when my first son was born um it was 2021 and we were living in a small apartment um maybe one it was one bedroom and I told my wife I said look there's this coach and like it's like six thousand dollars like I need to I need to do this like do this and so she's like Alex like okay that's like we you know that's like literally all we have left like like yeah okay you know and like we like so on my first coaching call like I had my two week old um in my arms while I was doing the call you know and um we I was running ads and stuff and I didn't know like the next piece was like I had to spend money on ads and I was like how I got I mean so um we did these low performance um I mean performance based ads and um just to get better at sales and stuff and so uh I would just like have my son with me while I'm on these sales calls and stuff and like um for four years I would say um if yeah three or four years my office was in the kitchen and we didn't have a dining room table for like four years and then so um we had like um uh like you know those like like a fence you know so so she he he couldn't go into the gear and then so I would just like be on these sales calls and then I would just see my son and my wife over there just like he'd be like crawling around or like just oey gooey goggy you know and it was so hard because I was like I gotta get this done I gotta work but I just want to play with you. 00:54:53.760 --> 00:55:14.960 Yeah you know and so like that's kind of been what this past you know five years has been trying to figure out how do I how do I bring them along with me and so so for some shoots that I'll either just like volunteer for that I'll just do that either I'm it's meaningful to me or like I care about then I'm like I'll just bring my kiddo with me. 00:55:15.039 --> 00:55:25.280 You know and so I had like my hiking backpack and I would I would put him in my um in the backpack and I'd then I'd like be filming and then I'd give him my phone and he'd be doing BTS for me. 00:55:25.440 --> 00:55:25.920 You know what I mean? 00:55:26.320 --> 00:55:43.360 And then we'd like go and like shoot and stuff and then um I the five year anniversary I gave him my shirt I gave him a shirt specifically for him and so recently it's been fun because he's like he's like okay can we take a picture cathedral collective it's like so cute. 00:55:44.400 --> 00:56:54.719 He's like daddy can I go work with you you know like can I come with you um you know and those are like all like these like things that um have all been spurred from these moments where also though where like recently my bad my my son was like um daddy like or dada you don't you don't really like like I'm like oh sorry my mother in law came to visit and he was like I really like that she's here because I get to play with her you know and he was and then he was like well I was like oh yeah I'll play with you he was like no well dada like you don't play with me anymore like you're just work work work work work you're just always working and I'm like well today's family day yeah like that means we can play he's like really you know and so um my wife does the hard work she's you know a stay-at-home mom doing homeschooling with a five year old and a newborn you know um and so it's like really hard for me to go from like my mind's racing 247 and then learning to really be 100% with my family 100% with where I'm at and

not trying to split those things all the time of like okay I can just like do a little bit of work here and then try to go there. 00:56:54.800 --> 00:57:14.800 I just kind of like get my 100% there then when I'm home just be like put everything away and um lately at night my favorite thing is you know put the kiddo to bed and then um I'll um um my wife will pump and then I'll uh give the bottle to the to the baby and we just fall asleep together. 00:57:14.960 --> 00:57:35.599 Um and like those are like some of my favorite moments but um yeah I think this integration has been the thing I'm still always trying to figure out um but like these shoots I we're having I'm traveling for essentially I'm planning a run around basically I just need to be home for the first part of the day. 00:57:35.679 --> 00:57:39.599 Yeah then if I'm gone I sleep there the next day I better be home before they go to bed. 00:57:39.840 --> 00:57:47.360 You know and then if I'm gonna be gone I'll be gone for a full day but I better be back and you know what I mean like that's just kind of how I'm scheduling everything out. 00:57:47.519 --> 00:58:03.920 And um and what a blessing to be able to like have that flexibility to schedule it out as your life and the seasons change as your kids grow older and you know you you have the ability to make that a little flex which is such a blessing. 00:58:04.079 --> 00:58:05.199 Yeah that's really cool. 00:58:05.360 --> 00:58:05.599 Yeah. 00:58:06.000 --> 00:58:17.360 My gosh awesome well I know that we are coming to a close I have a million other questions I could ask you so we might have to um bring you back into another deep dive. 00:58:17.679 --> 00:58:35.440 I do have one last question that um I want to ask you but before we get into that do you want to share with our audience how they can see you stay in touch with you um see your work and maybe something upcoming that you want to share project or anything else that you feel like is worth sharing. 00:58:35.679 --> 00:59:16.239 Yeah absolutely um should look at yeah wherever there's 15 cameras for you to look at so just pick your poison yeah so uh you can follow me personally at Alexander Cathedral uh on Instagram um and LinkedIn honestly and then um for cathedral collective for the business you can look up uh cathedral underscore collective and then our website's cathedral collective dot com um and you can find all of uh what we do and see what we do there and then if you want to know more about heart and hunt you can go to heartandhunt.com uh to know more about uh how to tell story and make story easy for you and how we can help you in that. 00:59:16.480 --> 00:59:35.519 And I would say something that I'm really excited about right now is um we're actually going into we're partnering with a space called Flex etc for the next three months and so we're trying to see does an actual space like help further our mission and can bring community closer together. 00:59:35.679 --> 00:59:42.719 So um that's something I'm really excited about and I'm hoping I'm hoping that Carly and Nikki would be down to do something there. 00:59:42.880 --> 00:59:44.400 So that's my my next hope. 00:59:44.639 --> 00:59:50.960 Okay we'll be chatting a little bit more about that okay this is exciting. 00:59:51.119 --> 01:00:34.480 Okay beautiful I want to ask this one last question and this is a letter to our future makers if a young creative or filmmaker found this podcast 10 years from now what's one piece of advice you would want them to take from you there are a million things of course but the thing that just I've been thinking about lately is I was talking to a doctor and he was he asked me a question about something about oh do you want to meet this person they're kind of like a competitor or something like that. 01:00:34.719 --> 01:01:53.360 And I was like yeah I would love to but something that he asked me before that he said wait how long have you been doing this like how long have you been in business and I said oh it's been about 15 to you know 18 years and he was like he was like oh okay okay so you get it and I was like huh and he was like he was like I found that people who've been in business for 10 years like or more are more open and willing to collaborate and be able to see like um collaboration over competition you want to see like all boats like rise kind of belief and idea and it got me thinking and I was like oh like it's one it sucks that it takes 10 years for some people you know um but it makes a lot of sense because you have to go through this process but um I think it would be that to expedite the process for you if you can just learn that like everyone around you we're here to help each other and support each other and that you'll go further together than you will alone and it's like a simple concept but um but if it takes 10 if if there's data behind there taking people 10 plus years to do that um do that faster um and you'll build better relationships and probably be happier. 01:01:54.159 --> 01:01:55.199 And just keep going. 01:01:55.360 --> 01:01:58.639 Exactly just keep going I love that so much. 01:01:58.800 --> 01:02:05.039 Thank you for sharing thank you so much for being on the show and until next time more to come. 01:02:05.280 --> 01:02:06.079 It's good