Why I walked away from the old way of making film for companies
By Robin Danehav, Founder of Impact Docs
For a long time, I thought I was building a production company.
What I was actually starting to create was my legacy, as a filmmaker and as someone who wants to use storytelling to make a difference.
And the way to scale that impact is by helping deserving companies shine through what I call Impact Documentaries.
These are long-format, story-driven films that go deeper than ads or social content ever could. And therefore has a much bigger impact. They show who you are, what you believe in, and why it matters, not with buzzwords, but with real, emotional moments that people actually feel.
Interview under way in the Rwenzori Mountains in Uganda. The gear we were allowed to bring had a very strict weight limit to it. So we MacGyver’ed it.
The moment it clicked
Somewhere between hauling gear through snowstorms and watching beautifully shot footage fall flat in the edit, I realized something:
People don’t want perfect. They want real.
All the work I was most proud of, the ones that actually moved people, had one thing in common: truth. Not slickness. Not spin. Just raw, honest storytelling.
That’s when the shift started.
The slow change toward something better
I didn’t shut down Danehav Media that I’ve been running for about 15 years in different shapes. I just started doing things differently, and there came the rebrand of my own business.
I said no to projects that didn’t align. I focused more on the stories I wanted to tell. I leaned into the messy, meaningful, emotional kind of work that stayed with people long after the credits rolled.
And gradually, what I was doing evolved. It deserved a new name. A new energy. A clear mission.
That’s when Impact Docs was born.
Not a studio. Not an agency. A storytelling company for brands and people trying to make the world better.
After 20 years of making films, I know what works
I’ve worked with storytelling for over two decades. And during that time, I’ve spent just as much energy trying to explain why it matters as I have actually making the films.
That’s what clients often pay me for. Not just to hold a camera, and edit with feeling, but to be an expert in what makes a film work emotionally, strategically, and long-term.
Not everyone inside a company understands this. Sometimes, it’s hard to get through to all levels of leadership. But I know the recipe now. And I want to use it for brands that believe in something bigger than marketing. And I’m lucky that I get to choose to do this.
Because when the right story is told with care, it does more than perform. It connects. It inspires. And it usually puts you miles ahead of your competition.
Yes, I know “storytelling” is overused. That doesn’t make it less true.
Let’s be honest. The word “storytelling” gets thrown around a lot. It’s on every agency slide. It’s in every pitch deck.
But the basic principles haven’t changed. It’s still the story that counts.
We might edit it differently depending on where it will live. A film premiere, your website, or social media. But the core truth needs to be there. That’s what makes people feel something. That’s what sticks.
You’re surrounded by stories, you just can’t see them
For me, documentary work is about access. Bringing people to places they wouldn’t otherwise get to see.
The funny thing is, we all have access to places that are completely unavailable to others.
We just don’t realize it, because to us, it’s normal.
I’ve spoken to people in Indonesia, Uganda, Thailand, and Hawaii. They’ll say, “I’d love to see Sweden someday.” And I reply, “Come in the summer, the winters are horrible.”
But every time, they respond:
“I’ve never seen snow. That sounds amazing.”
That thing I’ve taken for granted, snow, silence, slush - is exotic to someone else.
It’s the same with your company.
You’re surrounded by stories, routines, and truths that would blow someone else’s mind. But you’re too close to see it. That’s what we call being “hemmablind” in Swedish, blind to your own world.
The chaos behind the scenes. The reason the company exists. The culture no one ever films.
These might not belong in ads. But they do make unforgettable documentaries.
A brand film done right is a treasure chest
Making a documentary-style film for your company is not a one-off. It’s a long-term asset. A story library. A treasure chest.
From one shoot, you can create things like:
A long-format film that builds emotional trust
Dozens of short clips for marketing, onboarding, recruiting
Blog posts and articles based on interviews
A foundation for keynote talks, newsletters, and brand campaigns
It’s efficient. It’s scalable. And it’s rooted in truth, which is the only thing people really connect with.
Why I walked away
I didn’t leave video production. I just stopped doing it the way everyone else does.
I believe in stories that mean something. I believe in emotional clarity over marketing fluff. And I believe that when a company is doing something that matters, the story deserves to be told right.
If that’s your company, I’d love to help you tell it.
Let’s make a film that feels like home to you, and unforgettable to everyone else. Book a call with me here.
/ Robin Danehav