Campaign films & launch pieces
Broadcast spots, issue films and launch videos built around a clear strategic argument.
Issue-led creative and human development studio
We enter the issue.Find what is alive.Give it form.
Films, formats, campaigns and creative systems for ideas with consequence.
Not content for content’s sake. The internet has enough of it.
00 / THE PREMISE
We do not stand beside the issue and film it. We enter it.
We go beneath the message to the conviction, tension, humour or lived experience that gives it life. Then we give it a form people can feel from the inside.
01 / POLITICAL CAMPAIGNS
Candidates · movements · mobilisation
Good campaigns compress an argument about reality.Then they expand the movement around a future people can picture themselves inside.
Candidate character, lived stakes, collective voice and somewhere for attention to go.
Give it a target, a rhythm and somewhere to land.
2024 European Parliament election · RomaniaTelevision campaign spots · digital campaign films and cutdownsCreative strategy · concept · production · direction · cinematography · editing
Make values visible in how someone moves through the world.
2024 local elections · Brașov County, RomaniaCandidate for President of the Brașov County Council · television spots and platform-specific digital cutdownsCreative strategy · concept · production · direction · cinematography · editing
Organising gives it a target, a collective voice and somewhere to go.
2024 local elections · Sector 3, BucharestCouncil candidate film · part of Lucian Judele’s mayoral and council campaign seriesCreative strategy · concept · production · direction · cinematography · editing
Sometimes people have spent years hearing it in somebody else’s language.
2020 Romanian parliamentary election · RomaniaGOTV and voter-mobilisation film · commissioned by Nicu Ștefănuță MEPConcept · production · direction · cinematography · editing
Selected work
Public stakes. Private stakes. Actual people.
We begin where the problem enters somebody’s Tuesday, then follow it back to the system, story or habit that put it there. The dropdown survived.
Băbiciu: La nimeni pe nimic
Small enough to miss on the map. Large enough to contain a whole world.
A film about origin, belonging and the strange pride of people who know exactly where they are from.
Inimă de Pașaport
Some borders are drawn on maps. Others turn up in a person’s papers.
A public crisis becomes intimate long before it becomes policy.
Home care
Some people enter politics to be seen.
Others enter because they have seen what needs doing. A camera can reveal character. It cannot manufacture it.
Romanian seafarers during COVID-19
Policy becomes real when you board the ship.
And ask who has been left there.
PEOPLE · BELONGING · ACTION
A campaign should let people see where they might stand.
The policy may be abstract. The queue, the rent, the classroom or the dangerous crossing is not. A target audience is usually a group of people trying to get through the day, not a demographic container awaiting content.
A wedding
The future is also built in private.
Two whole people choosing a we that makes neither of them smaller.
07 / DIALOGUE & CAPACITY
The opposite of polarisation is not agreement.
It is the willingness to meet someone and remain open to leaving slightly changed.
European Youth Summit
The future is not waiting politely outside the room.
It is already here, writing the manifesto.
Conference on the Future of Europe
The future of Europe was not ours to announce.
It had to be opened so other people could enter it.
10 · A room, eventually
We began with black holes and ended with a room deciding what comes next.
History brought us here. Courage decides what we do with it.11 / FLASH, WHERE USEFUL
We can make things flashy.
We simply prefer the flash to illuminate something.
The algorithm is a landlord with terrible taste. We still have to get through the door.Audacity with receipts.
Expose the contradiction, make someone feel seen or open a door.
Depth at speed. Not brain rot with subtitles.
The internet has volume. We are aiming for weight.
Volume is easy. Weight takes judgement.
12 / THE WORK BENEATH THE WORK
A few good clips are not a strategy.
Sometimes we make the work. Sometimes we work inside the team and build the voices, formats and systems that let it continue. The strongest engagements usually involve both.
One film. A campaign package. Or an embedded collaboration that leaves your team stronger.What we can make with you
Candidate portraits & human stories
Character-led films that show how values appear in a person, not merely on a slogan sheet.
Mobilisation & social series
Short-form formats, cutdowns and recurring episodes designed for repetition without sameness.
Narrative, research & message development
Grounded research, strategic framing, scripts and message architecture for how people actually think and organise.
Workshops & creative capacity
Training and facilitation that help internal voices become confident, useful creators.
Embedded campaign support
Formats, workflows and coordination when one excellent film is not enough.
Enter the issue
Research, immersion and difficult questions. The brief is sometimes the false problem everyone has agreed to circle.
Make the work
Film direction, strategy, writing, comedy, performance, music and editing. Several ways of seeing, thinking together.
Build the capacity
Workshops, formats and internal systems. Good systems carry the repetition so people can carry the meaning.
13 / THE CREATIVE LEAD
Film Director & Creative Lead
Lead contrarian, where required.
Dorian Negrilă
Most people become slightly less themselves when a camera appears. Dorian’s job is to reverse the damage.
A film director, actor and stand-up comedian, he notices rhythm, hesitation, contradiction and the detail everyone else politely edited out.
His documentary Băbiciu won the Victor Iliu Prize for Documentary at CineMAiubit.
He also asks whether the approved idea is any good. Meetings have survived.
14 / PEOPLE WITH INCONVENIENTLY OVERLAPPING SKILLS
A director can see a great deal. Not everything.
Strategy, production, coaching, organisational psychology, visual design and music help the work survive beyond the edit.
Our disciplines overlap on purpose. Silos are excellent for grain.
Producer, Strategist & Integrator
Ioan Ioniță
Ioan is the scanner in the room. He ranges across political theory, movement-building, behavioural science and communication strategy, looking for what survives contact with reality. He turns research into usable choices, connects strategy to execution and takes on the stubborn gaps no job description has claimed.
Leadership Coach, Group Facilitator & Learning Designer
Ilinca Petrescu
Ilinca works where private fear meets public life. She helps people and groups speak honestly, build trust and recover the courage to act together. Drawing on coaching, group facilitation and Dare to Lead, she designs learning experiences that make braver rooms.
Organisational Psychologist, Therapist & Graphic Designer
Diana Pătrașcu
Diana reads people and systems: the pressures, defences and contradictions beneath the org chart. She brings a therapist’s attention and a graphic designer’s eye to what has been pushed underground, and to how complex ideas become visible without being flattened.
Music Producer, Curator, Drummer & Lyricist
Cristi Nicoară
Cristi listens for the pulse before anyone calls it a soundtrack. He shapes rhythm, tension and emotional temperature, finding the sound that belongs to the work. Sometimes the edit needs a score. Sometimes it needs one beat exactly where the argument turns.FILM DIRECTION · STRATEGY · WRITING · COMEDY · PERFORMANCE · POLITICAL PSYCHOLOGY · RESEARCH · COACHING · FACILITATION · MUSIC PRODUCTION · CURATION · EDITING · CAPACITY BUILDING ·
Start somewhere
Bring us the difficult one.
The issue, project or half-formed idea that refuses to become ordinary content. The easy, flashy one has already found an agency.
ioan.ionita@abouttime.mediaWe take on fewer projects because caring properly keeps interfering with scale.