The Crux · The North Face × National Geographic
Cole Sax
01 / 05
Content has never been cheaper, and attention has never been harder to earn. I’ve spent more than fifteen years on that gap: building studios at Stept, Red Bull, Think Less and Salesforce, growing franchises at Boardwalk Pictures, and turning brand stories into entertainment people choose to watch. Work for Fortune 100 brands like Ford and Google, seen on National Geographic, YouTube, Hulu and Disney+. Inside Salesforce, helping run a 70-person team and building the AI workflows behind 100+ films, live events and global campaigns, with turnaround a quarter faster. A premiere at Tribeca X. And a series that helped spark India’s first winter Olympic training facility.
The full story
Brands are done renting attention in someone else’s feed. They’re bringing it in-house, the way they did with social. But a camera crew isn’t a studio. It takes stories people want to watch, a team that’s great from production to finishing, and a plan for where it all lives. I’ve built that four times, including inside one of the biggest tech companies in the world.
On AI, everyone’s focused on generating images. I’m more interested in the thousands of decisions behind a production. With Dispatch, we’re pulling them into one searchable place, so crews spend their time on the work, not chasing answers.
Every place the work has taken me, from a home base in Salt Lake City. Spin the globe, or pick a place.