I've been making videos since I was twelve — me and my mates, a camera, and a wakeboard. I got hooked then: the shoot, the edit, the VFX, the moment a clip finally lands. I never stopped.

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Earlier in my career I'd been a marketing manager, and that's where it clicked. Meta was the cheapest platform out there with the biggest reach on the planet — but I kept hitting the same wall: budget and red tape. I could see exactly what was possible and never got to fully go for it. What made it worse was watching agencies charge brands a fortune and then ask those same brands to film themselves on a cellphone. I knew we could do it better, faster, and for the people who actually needed it.

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Later I moved into managing a different department altogether — but the pull back never left me. I missed creating. I missed the shoot, the edit, the feeling of making something land. Eventually I stopped ignoring it.

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So I left. It was the hardest decision I've ever made — I'd just bought a property, and I risked everything to get this right. Some days I still don't know if it's "working". But I know we get better every single week, I learn something new every day, and I love it. That's the honest version.

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Urban Poetry is built on two things I can't switch off: an addiction to making great content, and an addiction to improvement. After every shoot I'm already thinking how to do it better — and then I go and buy the kit to do exactly that. We've gone deep into AI, and the way Meta is moving fits us like a glove, because we like throwing the old playbook out and trying what's next.

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Here's what I believe: the industry is screaming for volume — more, cheaper, faster, UGC, whatever. But the clients worth having still value precision, craft and detail. That's who we're for. My goal has never changed: give smaller companies the production big budgets buy, without stitching together five freelancers for one concept that's dead before it launches. I want to grow companies — to be part of the journey, learn from the people I work with, and genuinely watch them win.

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— James Bradnick, Founder