Commonwild × Lebeer Studios
People Choose Stories.
Every day, billions of people choose stories over interruption.
The opportunity for brands isn't to create more content.
It's to create stories worth choosing.
The Landscape
Let's look at what's already happening.
The boundaries between advertising, entertainment and culture are disappearing. The opportunity is no longer to interrupt audiences, but to create something worth their time.
The brands that endure are not remembered for their campaigns. They are remembered for the stories people choose to follow.
02 The Problem
Attention has become the world's most competitive marketplace.
People remember the stories that move them. They return to the worlds they feel part of. Attention can be bought, belonging has to be earned, and it is belonging that brings people back.
03 The Opportunity
The future belongs to those who create, not simply communicate.
They build audiences, create communities, and develop stories people choose to follow. Entertainment has become one of the most powerful ways to build relevance, foster connection and create long-term value.
04 Our Solution
Entertainment-first storytelling.
- 01 Original formats
- 02 Documentary series
- 03 Branded entertainment
- 04 Cultural storytelling platforms
We don't start with the format. We start with the story.
05 What does this look like?
The format follows the ambition.
One story, many possible shapes. Every story lives differently.
Where stories live
In the press
A story the world is watching.
This Is Not A Murder Mystery
A surrealist whodunit set in 1936, where Magritte, Dali and Man Ray are trapped on an English estate and every killing restages one of their paintings. Sold into more than 20 territories, and featured by The Guardian as a lavish, art laced piece of Belgian cosy crime.
Original idea & co-direction by Matthias Lebeer
06 Proof
Stories that travelled.
This Is Not A Murder Mystery
Sold in 20+ countries. Reaching 200M+ viewers.
Concept development & direction by Matthias Lebeer
Watch ↗GT Academy
Cannes Golden Lion winner. International TV franchise, later adapted into Sony Pictures' Gran Turismo.
Concept development & direction by Matthias Lebeer
Watch ↗Atelier Nespresso
A global culinary storytelling platform featuring Michelin-starred chefs.
Concept development & direction by Matthias Lebeer
Watch ↗Rolex Perpetual Planet
Exploration, conservation, and purpose-driven storytelling.
Concept development & direction by Matthias Lebeer
Watch ↗The Balvenie
Storytelling built on craftsmanship and heritage.
Concept development & direction by Matthias Lebeer
Watch ↗Nikon
Stories built around photographers and creativity.
Concept development & direction by Matthias Lebeer
Watch ↗07 The Return
A story is an asset, not a cost.
A campaign ends when the budget does. A story keeps working, compounding audience, relevance, and value long after launch. That is the difference between spending on content and investing in it.
Partnerships & co-funding
Owned IP and platforms attract co-producers, broadcasters, and platforms who share the cost, and the risk.
Sponsorship & revenue
A returning format can carry sponsors, integrations, and licensing, turning content into a revenue line, not just a line item.
Commerce & conversion
Story builds the affinity and intent that sells, through placement, shoppable extensions, experiences, and merchandise.
Content extension
One story becomes many assets, a series, social cut-downs, shorts, audio, live, lowering cost-per-asset and stretching its life.
Equity & shelf life
Unlike a campaign that expires, a story platform compounds, audience, search, and cultural relevance built over years.
Audience ownership
Build a community and a first-party audience you own, reducing reliance on rented, paid media.
Whether for a company, a city or a nation, it's about creating relevance that lasts. Media that pays for itself. Stories that travel.
08 Why this works
The Storytelling Studio is born out of a shared passion for honest stories.
Nayla Chacra
Executive Creative Producer
Lebanese-Belgian, based in Dubai. A strategic and hands-on partner with two decades of experience across documentary and branded content. Transforming creative ideas into commercially viable projects, bringing together brands, partners, talent and distribution with a clear focus on strategic value.
Matthias Lebeer
Creative Brand Strategist
British, Belgian born, based in London. Storyteller, creative strategist and format creator bringing cinematic craft to every story. Working at the intersection of brand strategy and creative storytelling, he helps shape narratives that are as strategically meaningful as they are emotionally engaging.
We are a speedboat, not a tanker.
Let's find your story
Every brand has products. Not every brand has a story people want to follow.
Let's build yours.