Creative Production Workshop TO CRY signed an agreement to represent Director Mwita Chacha, an entrepreneur, humanitarian and filmmaker who brings extraordinary passion to his work. CRY will represent Chacha’s North American directing work.
CRY, founded in 2007, works with agencies and brands that “have a soul”. Its mission statement: to be curious, generous, vulnerable and fun helps create a deeply human experience that leads to a deeply human end product.
“Mwita fully embodies the values of CRY, in particular he is generous,” said CRY director and co-founder Justin Rossbacher. “He doesn’t have an ego that gets in the way of his collaborations, nor does he hold back from sharing what he finds valuable. Second, he has a unique voice and his work differs from all the other works and people on our list.
Chacha turns to realism to elevate history and present the beauty, struggles and daily life of often overlooked cultures. He draws inspiration from multiple cultures in his past and new ones he experiences during his travels. His raw, docu-style approach makes the authenticity of the commercials and films he creates shine. He sees storytelling as an opportunity to bring people together, inspire them to think differently, and advance the impact of humanitarianism.
His portfolio includes work that has been featured on VOX, PBS and Vimeo Staff selections. His films have helped raise millions of dollars for nonprofits, empowered orphaned children around the world (with the Horizon Initiative), raised awareness of the impact of climate change on Alaska Natives (“After the Ice”) and inspired people to create change through other visionary causes.
Chacha’s latest job is for Zoetis, a company that brought to market breakthrough technology that vaccinates chickens against deadly diseases while they’re still in the egg. The short documentary explores the extraordinary people who have gone above and beyond to help the poultry industry feed the world more safely and efficiently.
“His work inspires us,” added Rossbacher. “We believe in the power of his storytelling because it touched us and we’re excited to connect people to him so he can tell them his style of stories.”
Chacha is a first generation Tanzanian immigrant born in Virginia and currently lives in Washington DC with his wife, 3 year old son and 6 month old daughter.
“I’ve always admired CRY’s work – we share a passion for stories that speak to the heart,” he said. “Stories that change or challenge people by speaking to their humanity. Too often we focus on stats and specs instead of creating sentiment. A connection through shared human experiences.
“Also,” he continued, “I used to think that the kinds of films I wanted to make could only be done through documentaries and that non-fiction was the only way. Justin showed me how this could be done in a storytelling way and supported my journey to use this form of storytelling as an additional tool.