EPISODE · Jul 17, 2025 · 37 MIN
Graeme Watt: Creating Hope in a Crisis — and a New Creative Future
from ADAPT or die
When COVID shut down every client contract and wiped out his production pipeline, Graeme Watt—Principal and Lead Strategist of the award-winning agency Anthem Creative—faced an unthinkable leadership moment. On this episode of Adapt or Die: Transformative Leadership Conversations, host Andreas Pettersson unpacks how Graeme chose purpose over panic and commissioned a self-funded storytelling project that became a viral beacon of hope.From launching grassroots nonprofits to helping organizations like World Vision and The Chosen raise over $50 million, Graeme’s career has centered on human flourishing. But when the pandemic struck, his team’s future was at risk—until a 7-year-old narrator, a bold script, and a bet on creativity changed everything.Challenge → In March 2020, COVID-19 brought Anthem’s entire film production slate to a standstill. Within 48 hours, client work vanished, and the team had no projects, no revenue, and no certainty.Adaptation → Rather than lay off staff, Graeme and his brother lit their cash reserves on fire and doubled down on purpose. They wrote and produced Dear COVID-19—a no-budget, heart-first anthem of resilience voiced by Graeme’s 7-year-old niece, stitched together from archived client footage and crafted in lockdown.Success → The film won multiple global film festival awards, reached people across the world in lockdown, and brought in a wave of new clients—helping to reignite Anthem’s momentum and pivot the business toward long-form, original storytelling. Today, the agency is producing docu-series for platforms like Prime and pitching seven-figure projects to Netflix.🔥 60-Second Hot Seat: Graeme shares why “empathetic imagination” drives his leadership style, why ruthless prioritization is the real definition of strategy, and how asking what will be more human in an AI-powered world is the key to future-proofing any business.When the world hit pause, Graeme hit record—and proved that storytelling isn’t just branding, it’s survival. Visit www.leadersadapt.com/adaptordie for show notes, free resources, and coaching programs.
What this episode covers
When COVID shut down every client contract and wiped out his production pipeline, Graeme Watt—Principal and Lead Strategist of the award-winning agency Anthem Creative—faced an unthinkable leadership moment. On this episode of Adapt or Die: Transformative Leadership Conversations, host Andreas Pettersson unpacks how Graeme chose purpose over panic and commissioned a self-funded storytelling project that became a viral beacon of hope. From launching grassroots nonprofits to helping organizations like World Vision and The Chosen raise over $50 million, Graeme’s career has centered on human flourishing. But when the pandemic struck, his team’s future was at risk—until a 7-year-old narrator, a bold script, and a bet on creativity changed everything. Challenge → In March 2020, COVID-19 brought Anthem’s entire film production slate to a standstill. Within 48 hours, client work vanished, and the team had no projects, no revenue, and no certainty. Adaptation → Rather than lay off staff, Graeme and his brother lit their cash reserves on fire and doubled down on purpose. They wrote and produced Dear COVID-19—a no-budget, heart-first anthem of resilience voiced by Graeme’s 7-year-old niece, stitched together from archived client footage and crafted in lockdown. Success → The film won multiple global film festival awards, reached people across the world in lockdown, and brought in a wave of new clients—helping to reignite Anthem’s momentum and pivot the business toward long-form, original storytelling. Today, the agency is producing docu-series for platforms like Prime and pitching seven-figure projects to Netflix. 🔥 60-Second Hot Seat: Graeme shares why “empathetic imagination” drives his leadership style, why ruthless prioritization is the real definition of strategy, and how asking what will be more human in an AI-powered world is the key to future-proofing any business. When the world hit pause, Graeme hit record—and proved that storytelling isn’t just branding, it’s survival. Visit www.leadersadapt.com/adaptordie for show notes, free resources, and coaching programs.
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Graeme Watt: Creating Hope in a Crisis — and a New Creative Future
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