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Collaborative Storytelling in Filmmaking: Why Josh Emerick Rejects High-Volume Content

July 28, 2025
the art of story telling with josh emerick

In this episode of CLIPPED, I sit down with Josh Emerick—founder of JECP (Josh Emerick Creative Partners)—to talk about collaborative storytelling in filmmaking, why depth beats output, and how he pushes back against the pressure to create soulless, high-volume content.

Josh’s approach is all about depth, collaboration, and crafting meaningful work with people who actually give a damn.

From his roots in skateboarding and punk culture to running a full-fledged video production company out of Ohio, Josh is the kind of creative who leads with honesty and clarity.

He calls himself a “story sculptor”—and after this conversation, you’ll see why.

Rebellion Isn’t Just a Phase—It’s a Creative Advantage

Josh doesn’t see being a “rebel” as a gimmick or an attitude—it’s about being unapologetically yourself in your work.

That means turning down projects that don’t align with your values, pushing back on clients chasing vanity metrics, and helping people get real about their story.

He built JECP around this idea: that connection, vulnerability, and collaborative storytelling in filmmaking lead to better outcomes for both creatives and clients.

His process is hands-on and relationship-driven. Regardless of the project, Josh wants fingerprints from both sides on the final product.

As he put it, “Making pretty videos is the bare minimum. If we’re not helping you transform how you show up or think about your story, what’s the point?”

From Skating to Storytelling

Josh’s journey into video started like a lot of ours—with a camera and a dream.

As a skateboarder, he filmed demos to try to go pro, fell in love with editing, and eventually started making skits and music videos.

The process felt nostalgic and expressive, and it laid the foundation for the kind of collaborative storytelling in filmmaking he does today.

He didn’t go to film school or come up through traditional pipelines. In fact, he didn’t have access to the internet until he was 19. Can you imagine???

That lack of early influence might have been a blessing—it forced him to find his own visual language instead of copying others.

His early work was gritty and raw. Over time, it evolved into polished brand films and narrative projects—but that DIY spirit never left.

That’s still what sets JECP apart.

Corporate Work Doesn’t Have to Be Boring

We talked a lot about the tension between meaningful creative work and big-budget corporate gigs. Josh doesn’t shy away from the reality: yes, corporate projects can bring in money—but at what cost?

“A $10K project with trust, speed, and creative freedom is often more profitable—and way more fulfilling—than a $100K project filled with red tape.”

Josh explained that the real key isn’t the industry—it’s the people. He niches by personality, not sector. If values align, the work flows. If they don’t, it’s going to be a grind.

And this is where collaborative storytelling in filmmaking becomes essential. Josh isn’t just filming—he’s co-creating.

The best work happens when clients are willing to show up fully, contribute creatively, and trust the process.

He also shared how education and expectation-setting can head off a lot of client drama. Most creative conflicts, he says, come down to a lack of clarity and communication.

Educate the client, set clear boundaries, and approach each project as a collaboration—not a transaction.

How to Tell Better Stories

Josh’s #1 storytelling tip? Be willing to suck at first.

Whether you’re shooting video, podcasting, or writing blog content, you’ve gotta put in reps. Josh emphasized that creating thought leadership content—especially when it’s raw, vulnerable, and honest—has driven the most growth for his business.

One video he posted, with only 300 views, helped bring in $175,000 over two years because it clearly communicated his values. He uses storytelling not as a sales tactic, but as a way to build trust and attract aligned clients.

A few quick takeaways from Josh’s storytelling approach:

  • Don’t try to cram six messages into one video. Create a content system instead.

  • Talk about what breaks your heart. That’s where the emotion lives.

  • Use storytelling to create emotional buy-in—logic comes later.

  • You don’t need to be perfect. You just need to start.

Josh’s Thoughts on AI and Tools

Josh isn’t anti-AI, but he’s wary of overuse. “It’s great for speed, but terrible for depth.” He’s used ChatGPT to clean up transcripts, brainstorm scripts, and even create fictional languages for music videos.

But he believes the heart of a project still has to come from a human.

AI can help with efficiency—like summarizing interviews or writing SEO tags—but it can’t replace the soul of the work.

Especially not in collaborative storytelling in filmmaking, where relationships and emotion drive the final product.

On Family, Burnout, and Showing Up Fully

Josh is also a dad of two. And like a lot of us, he’s had to recalibrate his hustle to stay present at home.

He shared some real insights on seasons of sprint vs. seasons of rest, how to stop lowering the bar for uninspiring work, and how family forced him to shift his priorities—for the better.

“I’d rather go out of business doing what I love than slowly burn out doing safe, boring stuff that makes me miserable.”

That line hit hard.

Where to Find Josh Emerick

Check out Josh’s work at jecp.co and grab his free resource, “Storytelling That Sticks,”

Follow him on Instagram: @jmemrick

Josh’s Podcast Recommendation:

What You Don’t Hear by Ross Tyson (Josh’s business partner) — real stories from creatives, entrepreneurs, and artists pushing past doubt and building meaningful work.

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