About us

Proper Good Films was born from a belief that real, human stories connect more than traditional advertising.

For over a decade, we’ve helped brands, agencies and organisations use the power of storytelling to connect, inspire and perform.


We started in the world of documentaries — and what we learned there shaped how we work with brands today: truth matters, emotion moves people, and authenticity drives results.

Meet the team

Ben Mann

Managing Director

Ben is a filmmaker with over a decade of experience creating films for the BBC and Channel 4 including work on BAFTA and Grierson winning series such as The Parkinson’s Drug Trial and Murder Case, as well as acclaimed series such as Panorama, Fish Town and Murder Island.

Commercially Ben has directed campaigns for Stand Up To Cancer on Channel 4, Comic Relief and Children in Need on the BBC.

Ben is a filmmaker with over a decade of experience creating films for the BBC and Channel 4 including work on BAFTA and Grierson winning series such as The Parkinson’s Drug Trial and Murder Case, as well as acclaimed series such as Panorama, Fish Town and Murder Island.

Commercially Ben has directed campaigns for Stand Up To Cancer on Channel 4, Comic Relief and Children in Need on the BBC.

Katherine Needles

Operations Director

Katherine is a content producer with over 10 years experience in the field and has had her work published in National Geographic, The New York Times and The Guardian. 

Katherine has produced campaigns for Stand Up To Cancer & Shelter among others.

Katherine is a content producer with over 10 years experience in the field and has had her work published in National Geographic, The New York Times and The Guardian. 

Katherine has produced campaigns for Stand Up To Cancer & Shelter among others.

Matt Cole

Creative Directior

Matt is a Creative Director and Strategist with more than 2 decades of experience creating brand defining communications for some of the biggest brands in the world.

Matt believes insight, relevance, empathy and emotional intelligence are the cornerstones of any great story and has proven his theory correct with award winning work including campaigns for Macmillan Cancer Research, The British Heart Foundation and a Cannes award winning film for Age UK.

Matt is a Creative Director and Strategist with more than 2 decades of experience creating brand defining communications for some of the biggest brands in the world.

Matt believes insight, relevance, empathy and emotional intelligence are the cornerstones of any great story and has proven his theory correct with award winning work including campaigns for Macmillan Cancer Research, The British Heart Foundation and a Cannes award winning film for Age UK.

Daniella Bohne

Head of Strategy

Daniella is a senior Creative Strategist from Mexico City with over 8 years of experience in brand, campaign, communications, and media strategy. She has collaborated with brands such as IKEA, Apple, Netflix, Sanofi and Oxfam, among others, while working at agencies like Ogilvy and MediaMonks.

With a strong background in social sciences, Dani brings a holistic perspective to brand strategy, combining analytical depth with creative insight to drive meaningful and impactful campaigns.

Daniella is a senior Creative Strategist from Mexico City with over 8 years of experience in brand, campaign, communications, and media strategy. She has collaborated with brands such as IKEA, Apple, Netflix, Sanofi and Oxfam, among others, while working at agencies like Ogilvy and MediaMonks.

With a strong background in social sciences, Dani brings a holistic perspective to brand strategy, combining analytical depth with creative insight to drive meaningful and impactful campaigns.

Rachel McClelland

Executive Producer

Rachel McClelland is an executive producer, writer and director with 20+ years’ experience crafting bold, cinematic stories across film, music and brand worlds.

She began her career in feature films, working on Michael Winterbottom’s 24 Hour Party People before going on to serve as Head of Production at Head Gear Films, overseeing a slate of internationally financed movies and supporting emerging and established filmmakers.

Her work spans music videos for global artists including Jay-Z, Daniel Merriweather and Calvin Harris, and high-impact brand stories for purpose-driven companies such as Quorn Foods, The Body Shop and Forest Holidays.

A lifelong advocate for animals, especially dogs and wolves, Rachel’s activism and love for the natural world run through her stories, championing voices and values that often go unheard. Her work is driven by a belief in the transformative power of story to shift culture, spark connection and create real-world impact.

Rachel McClelland is an executive producer, writer and director with 20+ years’ experience crafting bold, cinematic stories across film, music and brand worlds.

She began her career in feature films, working on Michael Winterbottom’s 24 Hour Party People before going on to serve as Head of Production at Head Gear Films, overseeing a slate of internationally financed movies and supporting emerging and established filmmakers.

Her work spans music videos for global artists including Jay-Z, Daniel Merriweather and Calvin Harris, and high-impact brand stories for purpose-driven companies such as Quorn Foods, The Body Shop and Forest Holidays.

A lifelong advocate for animals, especially dogs and wolves, Rachel’s activism and love for the natural world run through her stories, championing voices and values that often go unheard. Her work is driven by a belief in the transformative power of story to shift culture, spark connection and create real-world impact.

Our values

01

Humanity

We tell stories about people, for people.
Understanding audiences — what moves them, what matters to them — is at the heart of everything we do.
Humanity keeps our work honest, emotional and real. It’s how our stories connect.

02

Collaboration

We believe the best work happens when ideas collide.
Our process is built on openness, trust and shared ambition — with our partners, our team and our audiences.

03

Creativity

Ah that nebulous word everyone uses but few understand. Creativity is the bedrock of what we do. We strive to find the most original way to tell a story, but with integrity not gimmick. We don’t do flash we do authentic, emotionally driven & strategically led.

04

Integrity

We believe in honesty — in story, in process, in partnership.
We tell it like it is, and we only make work we’re proud of.