ABOUT

Curiosity led me here.

I didn't go to film school or study journalism. I was simply drawn to documentaries—to the way they could make me think, feel, and see the world differently.

Groundmaking is a Southern California documentary film studio specializing in stories for nonprofits and mission-driven organizations. We partner with organizations to uncover honest, human stories that build trust, inspire generosity, and move people to action.

Before filmmaking, I worked in architecture, design, and technology. Starting over every few years was frustrating. Each new career meant learning unfamiliar tools, earning trust, and finding my footing all over again. Eventually, I realized that learning itself had become one of my greatest strengths.

For the past decade, I've worked almost exclusively with nonprofits. Along the way, I've developed the technical skills to produce documentary films, but more importantly, I've gained a perspective shaped by hundreds of conversations with nonprofit leaders, fundraisers, volunteers, and the people whose lives have been changed by their work.

Over time, I came to understand that meaningful storytelling isn't about manufacturing emotion. It begins with paying attention.

Curiosity. Observation. Story. Impact.

Curiosity leads us to ask better questions. Observation helps us discover what's true. Story gives people a reason to care. Impact is what happens when those stories inspire people to act.

Who is the audience? What are they meant to feel, understand, or do? Who is the hero? What truth is already there? And why is this story worth telling in the first place?

Those questions guide every documentary storytelling project we take on—from fundraising films and impact stories to workshops that help organizations discover their own stories.

If you'd like to start a conversation, I'd love to hear your story.

—Reuben