Tanner Shinnick was raised on 64 acres at the foothills of the Appalachian mountains by a family of catfish-farming, llama-ranching Mormons in a town of 500.

That upbringing taught him something most directors spend a career trying to learn: the most compelling story is almost always already there. It just has to be found.

For 15 years, he's brought that instinct to some of the world's most recognized brands — Apple, Google, HBO, American Express, Toyota, the PGA — and to nonprofits whose stories need to do more than inform but move their audience. His work has helped organizations raise over $3B.

He calls it finding the core. His clients call it finally understanding their story.