Justin Robert Lees | Creative Producer

THE BRIEF

Through the media company I founded and lead, ENTIDAL media partnered with Eureka Recycling to create a Virtual Tour of their Material Recycling Facility, designed to educate the public, city partners, and Twin Cities residents on how recycling actually works, from curbside pickup through sorting, processing, and resale, while reinforcing Eureka’s mission as a zero-waste, community-driven organization. Out of 50 proposals for the project, ENTIDAL’s was selected for its creative concepting, credibility of past work, and vision for the project.

The challenge was to translate a complex, industrial process and a deeply mission-based story into clear, engaging video content that could live across multiple surfaces, including a long-form virtual facility tour, educational modules, and short-form social and PSA spots. As Executive Story Producer and Editor through ENTIDAL, I led the narrative development, on-site production approach, and post-production pipeline, working closely with Eureka’s leadership, operations, and advocacy teams. The goal was to create a cinematic, accessible walkthrough of the facility that could scale into modular social cut-downs and platform-specific assets, extending the story to digital audiences and supporting Eureka’s education and outreach strategy.

THE BRIEF

Through the media company I founded and lead, ENTIDAL media partnered with Eureka Recycling to create a Virtual Tour of their Material Recycling Facility, designed to educate the public, city partners, and Twin Cities residents on how recycling actually works, from curbside pickup through sorting, processing, and resale, while reinforcing Eureka’s mission as a zero-waste, community-driven organization. Out of 50 proposals for the project, ENTIDAL’s was selected for its creative concepting, credibility of past work, and vision for the project.

The challenge was to translate a complex, industrial process and a deeply mission-based story into clear, engaging video content that could live across multiple surfaces, including a long-form virtual facility tour, educational modules, and short-form social and PSA spots. As Executive Story Producer and Editor through ENTIDAL, I led the narrative development, on-site production approach, and post-production pipeline, working closely with Eureka’s leadership, operations, and advocacy teams. The goal was to create a cinematic, accessible walkthrough of the facility that could scale into modular social cut-downs and platform-specific assets, extending the story to digital audiences and supporting Eureka’s education and outreach strategy.

THE BRIEF

Through the media company I founded and lead, ENTIDAL media partnered with Eureka Recycling to create a Virtual Tour of their Material Recycling Facility, designed to educate the public, city partners, and Twin Cities residents on how recycling actually works, from curbside pickup through sorting, processing, and resale, while reinforcing Eureka’s mission as a zero-waste, community-driven organization. Out of 50 proposals for the project, ENTIDAL’s was selected for its creative concepting, credibility of past work, and vision for the project.

The challenge was to translate a complex, industrial process and a deeply mission-based story into clear, engaging video content that could live across multiple surfaces, including a long-form virtual facility tour, educational modules, and short-form social and PSA spots. As Executive Story Producer and Editor through ENTIDAL, I led the narrative development, on-site production approach, and post-production pipeline, working closely with Eureka’s leadership, operations, and advocacy teams. The goal was to create a cinematic, accessible walkthrough of the facility that could scale into modular social cut-downs and platform-specific assets, extending the story to digital audiences and supporting Eureka’s education and outreach strategy.

THE Results

The project delivered an 11 minute Virtual MRF Tour anchored by interviews with operators, leadership, and advocacy voices, alongside a suite of short-form social videos and PSAs designed for web and social distribution, including 15 to 30 second platform-native edits and educational spots promoting correct recycling behavior and the Eureka Recycling app.

Beyond the flagship film, the workflow we built enabled the content to be repurposed into community advocacy pieces, city-partner versions, and social-first edits, ensuring the story could reach audiences at different depths and attention spans. The final deliverables supported Eureka’s digital education, policy advocacy, and public awareness efforts, providing a reusable storytelling system that translated on-site industrial processes into clear, human-centered media for web, social, and community outreach at scale.

THE Results

The project delivered an 11 minute Virtual MRF Tour anchored by interviews with operators, leadership, and advocacy voices, alongside a suite of short-form social videos and PSAs designed for web and social distribution, including 15 to 30 second platform-native edits and educational spots promoting correct recycling behavior and the Eureka Recycling app.

Beyond the flagship film, the workflow we built enabled the content to be repurposed into community advocacy pieces, city-partner versions, and social-first edits, ensuring the story could reach audiences at different depths and attention spans. The final deliverables supported Eureka’s digital education, policy advocacy, and public awareness efforts, providing a reusable storytelling system that translated on-site industrial processes into clear, human-centered media for web, social, and community outreach at scale.

THE Results

The project delivered an 11 minute Virtual MRF Tour anchored by interviews with operators, leadership, and advocacy voices, alongside a suite of short-form social videos and PSAs designed for web and social distribution, including 15 to 30 second platform-native edits and educational spots promoting correct recycling behavior and the Eureka Recycling app.

Beyond the flagship film, the workflow we built enabled the content to be repurposed into community advocacy pieces, city-partner versions, and social-first edits, ensuring the story could reach audiences at different depths and attention spans. The final deliverables supported Eureka’s digital education, policy advocacy, and public awareness efforts, providing a reusable storytelling system that translated on-site industrial processes into clear, human-centered media for web, social, and community outreach at scale.