How this started

A marketer and a videographer
walk into a factory.

There isn't a punchline. There's a business that came out of it, built on purpose by two people who each already run one.

Her problem

She knew exactly what a client's business needed. She could see the story, the buyers, the gap. She just couldn't make the thing.

His problem

His clients kept asking for video. Then, when he asked what they wanted it to do, nobody could tell him.

Eight years of working on projects together, hitting the same wall from opposite sides. Storyfuel is what happened when they stopped working around it and built the thing that fixes it.

Mel also runs Abovo Marketing Management

Marketing strategy and management for B2B businesses. Twenty-plus years of it.

Pablo also runs Take Five

His own video production company. He has been behind a camera for a living a long time.

Storyfuel isn't a side project or a hobby between jobs. It's the thing neither of them could build alone, and it gets run like the businesses they already run. Which is also why there's a team behind it: editors, producers and specialists doing the work that never makes it onto a website, so delivery never comes down to two calendars.

Here's how they each got started.

How Mel started

Mel

The marketer

Twenty-plus years across sales and marketing, which is a polite way of saying she's watched a lot of bad marketing get justified by people who never had to sell anything. Her job is pulling the thinking out of people who didn't know they had it in them.

How Pablo started

Pablo

The videographer

Runs his own video production business, and his eye sets the standard for the camera work. He's the one who makes you feel unwatched while three cameras are pointed at you, so what lands on screen is you thinking, not performing.

Who does what

No account managers, and no handover to someone you've never met.

Mel

  • The free conversation, and the honest no
  • The Starting Line, start to finish
  • Your buyers, your channels, the 12-month plan
  • Finding who in your business should be on camera

Pablo

  • The filming day, and everything around it
  • Pre-production, so nobody turns up cold
  • Making people forget the camera is there
  • Post: the edit, the cuts, the versions

And a team behind them doing the grunt work. You just won't have to manage any of it.

Two businesses. One team.

Each of them runs their own firm, and Storyfuel is what they built together. A production team sits behind them, so the work gets delivered properly. The two you'll deal with are still Mel and Pablo.

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