{"id":5954,"date":"2026-05-14T12:09:02","date_gmt":"2026-05-14T10:09:02","guid":{"rendered":"https:\/\/mypr.co.za\/?p=183215"},"modified":"2026-05-14T12:09:02","modified_gmt":"2026-05-14T10:09:02","slug":"owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity","status":"publish","type":"post","link":"https:\/\/mypr.co.za\/mail\/owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity\/","title":{"rendered":"Owning the Story \u2013 How Adam Thal Rewrote the Economics of Creativity"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mypr.co.za\/mail\/owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity\/#Track_Your_Press_Release_HERE\" >Track Your Press Release HERE<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mypr.co.za\/mail\/owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity\/#Check_Online_Visibility\" >Check Online Visibility<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div><img decoding=\"async\" src=\"https:\/\/mypr.co.za\/wp-content\/uploads\/2020\/09\/General_Business_FQI-scaled.jpg\" class=\"ff-og-image-inserted\"><\/div>\n<p>Adam Thal is a South African leading film producer and entrepreneur, an Academy Award nominated producer whose work spans award-winning commercials, feature films, and global streaming platforms. But long before the red carpets and international recognition, his story began far more simply, and far more humbly. A family leaves Zimbabwe with little more than what can fit into a car and a trailer. They arrive in Johannesburg and begin again, quietly rebuilding a life and a business that would one day employ over 150 people. For Adam, growing up inside that reality, it never felt like struggle. It felt normal. And perhaps that\u2019s where everything began.<\/p>\n<p>At a recent ORT Jet In The Boardroom conversation with David Zidel, Adam didn\u2019t deliver a rehearsed success story. Instead, he unpacked the moments that don\u2019t usually make headlines, the uncertainty, the instinctive decisions, the losses, and the lessons that shaped his path from a curious kid with a camera into a globally recognised filmmaker and entrepreneur.<\/p>\n<p>His first spark came at Fairways Primary, when a bulky video camera was introduced to the class. It wasn\u2019t just the technology that drew him in, it was the power of storytelling. That you could capture something, shape it, and make people feel it. By the time he reached high school, he was all in \u2013 filming constantly, experimenting, and building his skills through a student-run TV initiative. What started as curiosity became something much deeper.<\/p>\n<p>Still, there was the familiar expectation to pursue something \u201csensible.\u201d Adam enrolled in electrical engineering, following a path that looked right on paper. But within months, it was clear \u2013 this wasn\u2019t it. The formulas didn\u2019t inspire him. Storytelling did. In a defining moment, his parents, entrepreneurs themselves, gave him permission to walk away and pursue his passion. It was a leap, but it was backed by belief.&nbsp; That decision changed everything.<\/p>\n<p>At film school, Adam and his future business partner, Ryan Poole, chose collaboration over competition. Instead of fighting for top student, they started a business together \u2013 taking on small projects, learning fast, and figuring things out in real time. They were still students, but already operating like entrepreneurs. In 2003, their company was born.<\/p>\n<p>Then came the moment no one plans for.<\/p>\n<p>In 2007, Ryan passed away in a tragic accident. For Adam, it wasn\u2019t just personal loss, it was a defining crossroad. Close the business, or carry on alone. He chose to continue, not because it was easy, but because it felt right. It became about purpose, legacy, and honouring what they had started together. That chapter reshaped how Adam approached business.<\/p>\n<p>At the time, the film industry, particularly long-form, wasn\u2019t a sustainable model locally. So he leaned into commercials, where the budgets were bigger and the pace relentless. It was here that one principle became everything: trust.<\/p>\n<p>In Adam\u2019s world, trust isn\u2019t a soft concept, it\u2019s the foundation of the business. When clients are investing millions into 30 or 60 seconds of storytelling, they need absolute confidence in the person delivering it. That trust is built project by project, often long before recognition comes.<\/p>\n<p>One breakthrough commercial changed everything. It challenged the norms of its category and over-delivered in every sense, creatively, strategically, and in value. That moment didn\u2019t just elevate Adam\u2019s work; it established credibility. And in that industry, credibility compounds fast.<\/p>\n<p>But success in commercials revealed a deeper truth: he didn\u2019t own anything. No matter how much work, creativity, or energy went into a project, it ultimately belonged to the client. It was a turning point \u2013 one that would redefine his entire approach to business. Mentorship played a critical role in that shift.<\/p>\n<p>Adam speaks about three key influences. The first is his father, whose lived example of resilience and entrepreneurship continues to guide him. The second is a distant but powerful role model in Hollywood producer Jerry Bruckheimer, whose journey showed what it means to build something enduring. And the third, arguably the most transformative, came through a chance encounter with producer Avi Lerner. It was Avi who changed the game.<\/p>\n<p>Through that relationship, Adam was introduced to a different way of thinking: don\u2019t just create \u2013 own. Build assets. Build a library. Build something that generates value long after the work is done. Until that point, Adam had spent years producing high-quality content without retaining any ownership. Avi\u2019s model, producing films, keeping equity, and licensing them over time, shifted everything. It wasn\u2019t just about storytelling anymore. It was about building a real business. The transition required patience and discipline. Profits from commercials were reinvested into a self-funded film model. Risk increased. But so did control and potential reward.<\/p>\n<p>Today, that strategy has paid off. Adam has built a growing catalogue of films and series distributed across global platforms like Netflix, Amazon Prime, Supersport and Showmax. He\u2019s earned international recognition, including an Academy Award nomination. But for him, those moments aren\u2019t the goal\u2014they\u2019re milestones.<\/p>\n<p>One of the most powerful realisations came at the Oscars itself. Standing among the biggest names in the industry, Adam recognised something unexpected: they weren\u2019t doing anything fundamentally different. The same tools. The same processes. The same storytelling principles.<\/p>\n<p>The difference? Scale and access. And that insight shifted his ambition.<\/p>\n<p>Instead of chasing Hollywood, Adam chose to build from South Africa \u2013 telling local stories with global relevance. In a country rich with diversity and untapped narratives, he saw opportunity. Not to imitate, but to create something authentic.<\/p>\n<p>Of course, not every project works. Adam is open about the films that don\u2019t land \u2013 the ones rejected, overlooked, or still searching for a home. But he doesn\u2019t see them as failures. He sees them as part of the process. In his world, persistence often matters more than immediate success.<\/p>\n<p>At its core, Adam\u2019s story isn\u2019t just about film. It\u2019s about business.<\/p>\n<p>It\u2019s about backing yourself when the path isn\u2019t obvious. Building trust before recognition. Learning constantly. And most importantly, shifting from short-term wins to long-term value.<\/p>\n<p>Because in the end, it\u2019s not just about telling stories. It\u2019s about owning them.<\/p>\n<p>His message to other budding entrepreneurs is a simple one by non other than Walt Disney, \u201cIf you can dream it, you can do it!\u201d<\/p>\n<p>For more information about ORT SA, please go to:&nbsp;https:\/\/www.ortsa.org.za\/<\/p>\n<p><a href=\"https:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<p><strong>Author<\/strong>: Tracey Catania from <strong>Angelfish Pr and Events<strong> on behalf of <strong>ORT South Africa<\/strong>.<\/strong><\/strong><\/p>\n<p><strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Track_Your_Press_Release_HERE\"><\/span>Track Your Press Release HERE:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><\/strong><\/p>\n<div class=\"mypr-visibility-box\" readability=\"4.2608695652174\">\n<h4><span class=\"ez-toc-section\" id=\"Check_Online_Visibility\"><\/span>Check Online Visibility<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Verify where this release is currently indexed:<\/p>\n<\/div>\n<p><\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\" aria-current=\"page\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\/owning-the-story-how-adam-thal-rewrote-the-economics-of-creativity\/\" target=\"_blank\">CLICK HERE to Read the Original Press Release on MyPR<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adam Thal is a South African leading film producer and entrepreneur, an Academy Award nominated producer whose work spans award-winning commercials, feature films, and global streaming platforms. But long before the red carpets and international recognition, his story began far more simply, and far more humbly. A family leaves Zimbabwe with little more than what &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","autoblue_enabled":true,"autoblue_custom_message":"","autoblue_shares":[{"did":"did:plc:revymtt5qssww7e7avbruzic","date":"2026-05-14T15:34:59+00:00","uri":"at:\/\/did:plc:revymtt5qssww7e7avbruzic\/app.bsky.feed.post\/3mlt5fgt7al2s","response":"{\"uri\":\"at:\/\/did:plc:revymtt5qssww7e7avbruzic\/app.bsky.feed.post\/3mlt5fgt7al2s\",\"cid\":\"bafyreibutxjwypmx3ypqcwrav7nsfbec2y7hwpfnoareboehekv64oqt5a\",\"commit\":{\"cid\":\"bafyreiddboy4tk4fzymcjvlxmhrwatdnro2hytvhwc6qw3h6wu3sxx637e\",\"rev\":\"3mlt5fgtjyd2s\"},\"validationStatus\":\"valid\"}"}],"autoblue_post_url":"","autoblue_publish_document":false,"republication-tracker-tool-hide-widget":false,"footnotes":""},"categories":[3],"tags":[29],"class_list":["type-post","category-news","tag-mypr-africa","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/posts\/5954","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/comments?post=5954"}],"version-history":[{"count":0,"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/posts\/5954\/revisions"}],"wp:attachment":[{"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/media?parent=5954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/categories?post=5954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mypr.co.za\/mail\/wp-json\/wp\/v2\/tags?post=5954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}