IMPACT's roundup of the year's ten standout ad film directors is a reminder that even in an industry racing to automate, the campaigns that move people still come from a human hand shaping emotion and trust. One entry stood out to us: Santosh Padhi's work for Chupps, built around a biodegradable shoe, using craft to sell sustainability rather than just claim it. We don't back ad agencies, but we watch this closely: every founder in our portfolio answers the question Padhi answers there: how do you make a stranger care about a greener product?
That's not a soft skill at the edges of building a company, it's core to it. Climate ventures live or die on whether people believe the story behind the product: a farmer trusting new irrigation, a shopper trusting a biodegradable sole. Craft like the Chupps film, AI-assisted not AI-authored, is the instinct we look for in founders we back.
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