Drawing Content Straight from the Source: Q&A with The Yogi Foundation & Passion Point Collective
- Jordan Kelley
- 17 hours ago
- 4 min read
Jordan P. Kelley, Content Director, BrandStorytelling
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The Yogi Foundation's new storytelling arm, Straight From The Source Studios, has come out of the gate with an initial creative content offering that isn't just unique, artistic, and entertaining, but also signals that the studio and non-profit are refreshingly clear-eyed about what they want to achieve. The initiative reframes impact filmmaking as a practice of relationship rather than reach, inviting audiences to rediscover the origins of the brand’s ingredients and the communities that nurture them.
With its debut short film, The Theory of Spice, The Yogi Foundation illuminates how communication around purpose and uniquely creative content can coexist within brand entertainment when commerce takes a back seat to human connection. Its marriage of the two have earned it recognition, including becoming an Official Selection at BrandStorytelling 2026: A Sanctioned Event of Sundance Film Festival.
BrandStorytelling caught up with The Yogi Foundation and partner Passion Point Collective to discuss how this work was built, from concept and creative intent to partnership and purpose, and what it signals for the evolving language of brand-funded filmmaking:
What does the launch of Yogi's purpose-driven content initiative with Straight From The Source Studios hope to achieve?
The Yogi Foundation: Straight From The Source Studios is the impact storytelling arm of The Yogi Foundation, the nonprofit established by Yogi Tea.
The Foundation’s purpose is to inspire possibility. We believe there’s an opportunity to reimagine our relationship with the world, and to do so we need new stories. Stories invite us to see differently and remind us that our current experience is only one of many possible realities.
Storytelling is an integral part of our philanthropic approach: it shifts perspective, sparks curiosity, and creates meaningful change. Through Straight From The Source, we share the voices and stories of people and places across our global community in ways that honor them, invite wonder, and foster connection.
Lastly, Straight From The Source expresses Yogi’s values in a way that goes beyond traditional communications; free from commercial priorities, it allows us to dive deeply, and authentically, into the essence of what we want to stand for.
What is the core creative and messaging behind these short films?
TYF: The Theory of Spice brings the unseen worlds of our ingredients to life, illuminating the people, places, and traditions interconnected with them.
We know that for many people, seeing is believing. That’s why we support projects that offer unconventional insight and reframe challenges through a lens of possibility.
By unearthing these intimate stories, we hope to shift how we see our food systems: from crisis and disconnection to connection, reverence, and gratitude. These films honor grower communities and remind us that meaningful, sustainable change begins with how we perceive the world—and what we believe is possible.
How was the director’s vison executed in a way that was intentional and respectful to the subjects being captured?
TYF: We wanted to document the people and places in the films honestly, but also fancifully; to create a kind of charisma around the subject matter that would invite people to learn more, know more, and invest with their imaginations in the world of these spices. This meant finding stories and practices in each community that weren’t just about agriculture—or if so, reflected the most passionate and personal ways people connect to that work. This process was respectful because all of our research was firsthand, with the people we were filming.
When did the LA times get involved? What does the partnership with them look like?
Passion Point Collective: We started discussing the project with the LA Times a year before the film's launch. We've always admired their Short Docs platform and the spotlight they put on compelling content, and we thought these films would be a perfect fit. The partnership we executed is truly multifaceted and runs across numerous LA Times platforms including content and social placements. The Theory of Spice is the first film associated with a brand to have their spotlight on Short Docs.
What does the long tail of content distribution look like for the films?
PPC: In addition to our partnership with the LA Times, our distribution includes a Film Festival run already underway, and then a prime time premiere Dec 5th on Documentary+, a premium streaming channel reaching over 100 million homes.
What do you see as the most important factor in telling stories tied to nonprofit missions?
TYF: The most important factor in telling stories tied to nonprofit missions is integrity in relationship. We see storytelling as an act of service—grounded in deep listening and collaboration, not promotion or performance. Our goal isn’t simply to showcase impact, but to amplify voices, shift perspectives, and inspire curiosity.
It’s the strength and integrity of our relationships that is the foundation of our stories. Only through mutual respect, attentive co-creation, and trust can those stories be authentic and true, not extractive or exploitative.
What is your biggest takeaway for brand storytellers and their partners who also seek to communicate brand values tied to purpose and action?
TYF: One of the biggest takeaways is to have the courage for the brand to take the back seat and allow the story to lead. Stay anchored in the intention behind what you’re creating and let that guide the process. In other words, take “brand storytelling” and remove the “brand.” Lean fully into story stewardship. Honor the creative process, the co-creative relationships that make it possible, and stay humble.
People are becoming more attuned to what feels honest and equally when something feels self-serving. When brands are willing to step back and trust the story—without agenda or pretense—authentic emotional connection happens naturally. The most powerful stories aren’t made to impress; they’re made to express what’s real.
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