Purpose of CRUX

Our co-founder Lea's perspective on what we are doing as CRUX, as published when she first announced the news.

We started something. It’s called CRUX Productions.

It’s a non-profit production company, and I founded it with the most brilliant people I could hope for. Gaja Đukanović Babič and Hanna Höijer, you are curious and unapologetically ambitious, and you inspire and impress me again and again with your sharp thinking and with a practical drive that is about just doing the things instead of talking about them.

This is what we believe in:

1. The power of stories

Stories told and shared become narratives, and they determine what we care about. What is on the agenda in politics, in media, and in our personal lives is determined by these stories. And there are stories about everything. The story of what a successful life looks like. The story of who deserves help and who doesn't. The story of what is possible and what isn't. Some stories save lives. A lot of stories are oversimplified, harmful. Some of them are dangerous.

So we want to tell stories, because we think it immensely matters who does and how they do.

2. NoT jUsT a MoViE

Awareness is overrated. The purpose of telling the stories we are passionate about is for them to inspire action, and we make a point out of that. Who do we want this film to reach, and what do they need to act? Organize an event and connect them to local organizations? A summit? A policy proposal?

3. Complexity

Not every story (in fact, few ones in my opinion) should be squeezed into 60-second formats!

We believe in storytelling that doesn’t simplify what shouldn’t be simplified. That means leaning into nuance, resisting tidy takeaways, and trusting our audience to sit with what’s unresolved.

Because the beauty of a story well told is that it honors the complexity of what it’s trying to capture, not flattens it.

And we believe that’s worth fighting for.

So that’s what we’re doing at CRUX. Telling the stories that need to be heard; with care, with courage, and with the people who believe storytelling is a form of action.

We’re just getting started.