“Jerry and Shay bring a different kind of energy to the room...a more soulful and purposeful energy...they not only want to achieve the "normal" marketing and storytelling goals that every company NEEDS, they want to know why and how, and are able to connect and share real stories in a beautiful honest way that I've never seen before. They are kind, and professional, and honestly care about the clients they choose to work with. “

- Victor Lytvinenko, Co-founder and designer, Raleigh workshop

JERRY has worked in the creative industry (without being captured by it) for his whole adult life. A writer by discipline and a filmmaker by origin, Jerry Stifelman works with brands and nonprofits as a copywriter, creative director and strategist.

He co-created Hendrick’s Gin, developing its tone of voice, personality and brand purpose, and continues to work on the brand today. He spearheaded the strategy to transform Guinness from a marketing storyteller into a storied brewer, led the development of the Guinness Open Gate Brewery brand and served as creative director for Guinness USA from 2015 to 2022. He conceived, creative-directed and executive-produced all four seasons of Quest for Craft, the web series collaboration between Questlove and The Balvenie. The series won the Webby Award for best branded entertainment two years in a row. He had led the development of brand purpose and foundations for Miller High Life, Pilsner Urquell, Budweiser Budvar, Heinz, Grey Poupon and Primestream.

Jerry’s work as half of the directing team Nomad was selected for the New Directors’ Showcase at Cannes, leading to his signing with Ed Zwick’s Bedford Falls production company. He has directed commercial and brand films for Seiko, Guinness, Mortal Kombat and Venezio Pastello.

As a freelance creative, he has written campaigns for Elle Magazine, Banana Republic, Chanel, Progressive Insurance, MTV, The Comedy Channel, Jeep, Chrysler, Sun Microsystems, Puma, Reebok, Zeal, Tyr and FILA.

He founded The Change, a design agency working exclusively with organizations that make the world fairer, greener or truer. As its creative director, he led work for Green America, EcoAmerica, the Sierra Club, Burt’s Bees and Larry’s Coffee.

Seeking to spend more time with his son, Shay, then 14, Jerry gave The Change to its employees and started CreatoDestructo Imagery with him, initially focusing on music videos. As their work expanded into documentaries for businesses, CreatoDestructo became Fight Bullshit Create Truth (FBCT) in 2017.

Through FBCT, Jerry and Shay worked to transition Raleigh Denim to a direct-to-consumer company and create the “cannabinoid porn” visual platform for Open Book Extracts. They also developed brand foundations for leading cannabis brands: Rythm Cannabis, Dogwalkers, Good Green, Beboe, The Incredibles, Anthem and Select.

FBCT has also created content for multiple divisions of Ross Video, a leader in live broadcast technology. Its pro bono work includes projects for the NC Green Party and No Fallen Heroes, an organization devoted to lowering the suicide rate among veterans and first responders.

As Fight Bullshit Create Truth has taken on more work, Jerry and Shay are now supported by a tight circle of collaborators.

SHAY has been in the creative industry since he was a teenager. A strategic thinker and an accomplished photographer and filmmaker, he came of age as the technologies of photography and filmmaking were converging. In addition to his work with Fight Bullshit Create Truth, Shay has created films and photographs for PF Flyers, Wrangler, Daimler Trucks, Sun Magazine, Psychic Hotline Records, Yonder and several Gita-Disney Studios collaborations. He has also contributed to a number of Hendrick’s projects, including the launch of Another Hendrick’s Gin.

He has directed dozens of music videos and is a certified mindfulness meditation teacher.

“Fight Bullshit Create Truth are master listeners. They take the time to really get to know your business and audience, and they use that knowledge to create highly authentic content.They have a deep understanding of what it takes to create content that not only engages but also converts. They bring fresh ideas to the table and are always looking for ways to innovate and improve.Throughout the entire process, the FBCT team is communicative, responsive, and unbelievably professional. They kept me informed every step of the way and were always available to answer any questions or concerns that I had. Their attention to detail and commitment to excellence is truly impressive.”

- Robert Lisman, Creative Director, Ross

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“After 10+ years of working in the creative industry, I have partnered and worked alongside a countless number of creative teams. I can confidently say that Jerry+Shay rank a the very top when it comes to quality, character and meaningful creativity. They truly care not just about their work, but about the person/business they are trying to help. Bullshit? Fluff? Nope. None. Zero. Just thoughtful advice, excellent feedback, inspiring concepts and detailed/remarkable work. I don’t recommend people or businesses often because I have a very high bar that must be met - Jerry+Shay easily leap over this bar! Hire them. Learn from them. Be inspired by them.”

- Jeremy Amos, Creative director, Open Book Extracts

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Jerry and Shay, like most people, did not know anything about malting, but when we were done, I know more about how and why we are malting at Epiphany. It shows in the voice that we found that Jerry and Shay listened and wanted to understand us. This allowed them to uncover our concept and turn it into words, images, and videos that reflect the core of who we are as a team and as maltsters. Far beyond typical messaging, catchy lines, and candid shots, they 'left us' with a deeper appreciation of how we work, who we are, and what our company brings to our customers.”

- Sebastian Wolfrum, founder and director of malting and roasting operations, Epiphany Craft Malt

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“Jerry and Shay are adept at quickly understanding the soul of a company. The final product hits the mark with purpose and punch. “

- Dave Neundorfer, Co-founder and CEO, Open Book Extracts

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