What makes someone choose one creative business over another? In this episode of Yours for the Making, Robin Johnson sits down with filmmakers Sam Christmas and Agatha Appleton-Sas, founders of True Story, to explore the power of personal storytelling, brand films, creative identity and human connection.

Sam and Agatha share how True Story was born during Covid from a desire to tell meaningful human stories rather than help large companies sell products. Together they discuss the process behind creating Johnson Bespoke’s new brand film, the importance of discovering what makes a business unique, and why personal stories create trust in ways traditional marketing cannot.

The conversation explores creative entrepreneurship, filmmaking, branding, authenticity, client relationships, the impact of AI on creative industries and why human stories are becoming increasingly valuable. Sam and Agatha also share advice for young creatives, lessons from their own careers and their belief that human connection will remain the foundation of successful creative businesses.

Key Topics Covered

• How True Story was created during Covid
• Why storytelling matters more than traditional marketing
• The discovery process behind a powerful brand film
• How personal stories attract better clients
• Building trust through authenticity and transparency
• Why creative businesses should lead with people, not services
• The role of filmmaking in branding and business growth
• Human connection in an AI driven world
• Creativity, confidence and overcoming fear of failure
• Advice for creatives building their own business

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Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.

Whether you’re a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.

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Key Moments:

00:00 Why Sam started True Story during Covid

03:15 Meeting Agatha and building a creative partnership

08:09 Robin’s experience creating a brand film

17:19 Why personal storytelling creates trust

21:58 The power of human centred filmmaking

25:01 How the film changed Robin’s confidence in his business

27:27 Why people buy into people before products

31:15 Storytelling versus competing on price

38:27 The process behind creating a brand film

43:27 Why editing takes far longer than people realise

51:15 AI, creativity and the future of human storytelling

58:30 Human connection in a technology driven world

01:04:35 Advice for young creatives

01:09:02 Where to find True Story