Owning the Story - How Adam Thal Rewrote the Economics of Creativity

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’s where everything began.

At a recent ORT Jet In The Boardroom conversation with David Zidel, Adam didn’t deliver a rehearsed success story. Instead, he unpacked the moments that don’t 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.

The Beginning Of A Creative Journey

His first spark came at Fairways Primary, when a bulky video camera was introduced to the class. It wasn’t 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 - filming constantly, experimenting, and building his skills through a student-run TV initiative. What started as curiosity became something much deeper.

Still, there was the familiar expectation to pursue something “sensible.” Adam enrolled in electrical engineering, following a path that looked right on paper. But within months, it was clear - this wasn’t it. The formulas didn’t 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.

Building A Business Through Collaboration

That decision changed everything.

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 - 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.

Then came the moment no one plans for. In 2007, Ryan passed away in a tragic accident. For Adam, it wasn’t 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.

Trust As The Foundation Of Success

That chapter reshaped how Adam approached business.

At the time, the film industry, particularly long-form, wasn’t 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.

In Adam’s world, trust isn’t a soft concept, it’s 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.

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’t just elevate Adam’s work; it established credibility. And in that industry, credibility compounds fast.

The Shift From Creating To Owning

But success in commercials revealed a deeper truth: he didn’t 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 - one that would redefine his entire approach to business.

Mentorship played a critical role in that shift. 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.

Through that relationship, Adam was introduced to a different way of thinking: don’t just create - 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’s model, producing films, keeping equity, and licensing them over time, shifted everything. It wasn’t just about storytelling anymore. It was about building a real business.

Building Global Reach From South Africa

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.

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’s earned international recognition, including an Academy Award nomination. But for him, those moments aren’t the goal—they’re milestones.

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’t doing anything fundamentally different. The same tools. The same processes. The same storytelling principles.

The difference? Scale and access.

And that insight shifted his ambition.

Instead of chasing Hollywood, Adam chose to build from South Africa - 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.

Persistence And Long-Term Thinking

Of course, not every project works.

Adam is open about the films that don’t land - the ones rejected, overlooked, or still searching for a home.

But he doesn’t see them as failures. He sees them as part of the process.

In his world, persistence often matters more than immediate success.

At its core, Adam’s story isn’t just about film. It’s about business.

It’s about backing yourself when the path isn’t obvious. Building trust before recognition. Learning constantly. And most importantly, shifting from short-term wins to long-term value.

Because in the end, it’s not just about telling stories. It’s about owning them.

His message to other budding entrepreneurs is a simple one by non other than Walt Disney, “If you can dream it, you can do it!”

For more information about ORT SA, please go to: https://www.ortsa.org.za/