INSIGHTS
There is a well-known saying: “The most beautiful thing is to sit in the shade of a tree you didn’t plant.” One of the interviewees in The Good Economy documentary series used it to describe a vision of an economic system that values not only profit, but also people and the planet.
The beginning of ESG Films
The Good Economy series came to life in 2022, when our team was operating primarily under Pipser, an award-winning film production company. As Pipser, we produced the series for Croatian National Television (HRT). Its first season explored examples of a good economy in practice across Croatia, focusing on tourism, waste management, energy, food, and construction. The currently running second season expands this perspective, turning its focus to the fashion industry, water management, digital technologies, mobility, and the future of food.
The series was built around interviews with social entrepreneurs, academics, decision-makers, and good-economy advocates. Its aim was to encourage reflection and inspire viewers to think about business in a more socially and environmentally responsible way. The response was overwhelmingly positive, earning strong support and praise. What we didn’t anticipate, however, was how deeply those conversations with the interviewees and the project would inspire us as well.
Meeting inspiring social entrepreneurs across Croatia led us to where we are today: to founding ESG Films, a production company dedicated to responsible commercial and non-profit video production. At ESG Films, we are guided by the values embodied in that opening saying. Our goal is to minimize the social and environmental impact of our work, something we address through two core approaches.
Our approach to the good economy
First, our production processes include an anti-greenwashing procedure based on shared responsibility between us and our clients. This procedure applies across the entire production process, with particular emphasis on the early stages, and is conducted in collaboration with external ESG experts.
Second, we are continuously working to make our production practices more responsible. In any comprehensive production process, countless decisions, both large and small, shape social and environmental impact. One of our core objectives at ESG Films is to get to know these opportunities well and utilize them in every production we undertake.
Evolving
Our approach to responsible production is evolving rather than fixed. Each project presents its own challenges and opportunities, and making responsible choices often requires thoughtful, early planning, something that doesn’t always align with the last-minute timelines common in our industry. A truly responsible production process also depends on commitment and openness from our clients.
However, we see the direction we are taking not only as a necessity of the time we live in, but also as an opportunity to apply our expertise and passion to lead by example and support our clients on their journey toward socially and environmentally responsible business practices. That is why every project becomes a chance for learning and collaboration—one in which we adapt, grow, and improve together.
We are grateful for The Good Economy series, which has shaped where we are today, and for the partners and clients we are meeting while growing as ESG Films – people who share our enthusiasm for the mission and see our services as a meaningful opportunity to minimize their business impact.
Photos: The Good Economy series
