Creative Proposal
GROUNDBREAK
COALITION
Culture + Capacity
Content Series
7 Impact Stories2 Convenings$48,000 All-In
Cultural Direction — Houston White
Production — Tale Agency
February 2026
COVER — Hero image
01 — The Situation
$5.4 BILLION
in capital.
ONE MANDATE.

GroundBreak Coalition is a Minneapolis-based initiative closing Minnesota's racial wealth gap — deploying $5.4 billion over 10 years through homeownership, entrepreneurship, and commercial development.

Their tools are powerful: grants, patient capital, loans, down payment assistance. The kind of infrastructure that changes generational trajectories.

01-SITUATION — Community / North Side neighborhood
01-SITUATION — GroundBreak convening or event
Houston White's Role

Cultural architect and creative director for the GroundBreak partnership. Using the Culture + Capacity framework to bridge financial tools with cultural communities — making complex financial concepts accessible, resonant, and human.

02 — The Problem
THEY CAN TALK TO
bankers.
NOT THE BLOCK.

GroundBreak communicates well with institutions and banks. But they lack a meaningful way to speak to the people who actually benefit — the homeowner, the entrepreneur, the developer.

01
Corporate messaging doesn't resonate with cultural audiences
02
Social rollouts have been inconsistent and described as "clunky"
03
No content pipeline that humanizes the impact they're actually making
02-PROBLEM — Current corporate communications
03 — The Opportunity
CULTURE +
Capacity
= THE BRIDGE.

When unique cultural voices are proven and resourced, they can 10× investment. Houston White's C+C framework bridges GroundBreak's financial tools with the communities they serve.

The Capacity Side

$5.4B in capital · Grants · Patient capital · Loans · Down payment assistance · Entrepreneurship programs · Commercial development tools

The Culture Side

Houston White's creative direction · Culturally resonant storytelling · Community trust · Authentic voice · Cinematic production by Tale Agency

"Through the creative direction of Houston White, GroundBreak Coalition shows how change is built Block Buy Block."
— GroundBreak × Houston White Brand Guide
03-OPPORTUNITY — Houston White portrait
04 — Why Tale
WE'VE ALREADY
built this together.

This isn't a cold pitch. Tale Agency and Houston White have an established creative partnership — years of collaborative work that produced the very framework being deployed here.

CULTURE + CAPACITY
3-Part Documentary Series

A three-episode docuseries exploring Houston White's C+C model across real estate, business & entrepreneurship, and fashion.

Video: C+C Series Trailer
04-WHYTALE-CC — Still: Houston interview
04-WHYTALE-CC — Still: B-roll / environment
BE THE CHANGE
Documentary Series
Video: Be The Change Trailer
PRODUCTION ARCHIVE
04-WHYTALE-ARCHIVE — Studio portrait Houston
04-WHYTALE-ARCHIVE — Product photography
04-WHYTALE-ARCHIVE — Lifestyle / environment
Emmy Awards
50+
Brand Partners
21
Day Turnaround
TargetLululemonNCAAAtlantic RecordsMizunoDisneyShriners
REFERENCE WORK
Relevant production samples
Shy Products
Video: Shy Products Hero Film
04-WHYTALE-REF — Still: Shy Products
Target — Careers Content
Video: Target Careers Segment 1
Video: Target Careers Segment 2
Additional Production
04-WHYTALE-REF — Production still 1
04-WHYTALE-REF — Production still 2
04-WHYTALE-REF — Production still 3
04-WHYTALE-REF — Production still 4
Two-time Emmy winner. Lean team. Fast turnaround. Already know Houston, the C+C framework, and the cultural lens this project demands.
05 — What We're Building
SEVEN STORIES.
Two convenings.
ONE SYSTEM.

A cinematic content series capturing the real impact GroundBreak is making — told through the people living it.

IMPACT STORIES
7 documentary short films
~3 minutes each · ~3 homeowners · 3–4 entrepreneurs · 1–2 developers · Subjects vetted with Houston
CONVENINGS
Spring + Fall event coverage
~3.5–4 minutes each · 100+ attendees · Panels, presentations, leadership · May + September 2026
Creative References
05-SCOPE — Reference: Parts Unknown
PARTS UNKNOWN
05-SCOPE — Reference: The Defiant Ones
THE DEFIANT ONES
05-SCOPE — Reference: C+C Documentary
CULTURE + CAPACITY
06 — How We Shoot It
KITCHEN TABLES.
Front porches.
REAL LIFE.

Not corporate talking-head testimonials. Intimate, documentary-style storytelling in real environments.

06-HOW — Documentary b-roll
06-HOW — Sit-down interview
01
Pre-Production
Subjects vetted with Houston. Pre-interviews establish rapport and narrative arc.
02
Day-Stacking
2–3 stories batched per shoot day. Hop in, hop out with sit-down interview component.
03
On-Site Production
Sit-down interview + observational footage. Cinematic approach, natural environments.
04
Post-Production
ASAP turnaround. No heavy graphics — aesthetic relies on cinematography and the GroundBreak brand toolkit.
Tone: Authentic. Intimate. Heritage-rich. Not corporate. Not performative. Real people, real environments, real impact.
07 — What You Get
PER STORY.
Per convening.

Every story and convening delivers a complete content package — built for multi-channel deployment from day one.

Hero Film
~3 min for stories, ~3.5–4 min for convenings
Short Form Cutdowns
Snackable segments optimized for social
15×
Editorial Images
Real, editorial photography — not stock
Graphics Carousel
Branded carousel with quotes, drag-and-drop ready
Multi-Channel Cut Pack
Vertical (9:16), square (1:1), and horizontal (16:9)
Total across 9 deliveries:
9 hero films · 27 short form videos · 135 editorial images · 9 carousels · 9 cut packs
08 — Investment
ALL-IN.
$48,000
Impact Story
$5,000 × 7
$35,000
Convening Coverage
$3,500 × 2
$7,000
Travel (per trip)
$1,500 × 4
$6,000
TOTAL
$48,000

Firm, all-inclusive budget · Payment from GroundBreak Coalition directly · Deposit upon approval to initiate Phase 1 · Houston White serves as executive producer

09 — Timeline
MARCH TO
September 2026
Phase 1March 4–7
Minneapolis — First Shoot
Arrive, pre-pro with Houston
Film hero video + first 2–3 impact stories
Overflow day + ASAP turnaround
Phase 2May 2026
Spring Convening
100+ attendee event coverage
Panels, leadership moments
Convening hero film + cutdowns
Phase 3Summer 2026
Remaining Stories
Complete remaining impact stories
Second production trip
Phase 4September 2026
Fall Convening + Wrap
Fall convening coverage
Final stories + project completion
10 — Next Steps
LET'S
build this.
01
Houston reviews and approves this brief
02
Tale delivers formal proposal on letterhead
03
GroundBreak signs off and issues deposit
04
Subject selection and pre-interviews begin
05
Zach arrives Minneapolis March 4
06
Film March 5–7
07
ASAP post-production and delivery
TALE AGENCY
Zach Roy · Producer · February 2026
taleagency.co