Stories in Sustainability: Filming Richard Ashton for the V&A
As summer 2021 was winding down, I was commissioned by the V&A to create a series of 3 short films focusing on emerging designers working in the field of sustainability. The project focused on a new generation of creatives rethinking design; not just in terms of materials, but mindset. It was the kind of commission that lets you slow down, ask meaningful questions, and shine a light on the people doing real work behind the scenes.
The first film in the series featured Richard Ashton, founder of Adapt (@adapt_____). We spent the day filming Richard as he walked us through his career journey, his creative approach, and the ethos behind Adapt; a studio that focuses on making systems-based design knowledge more accessible and actionable for wider audiences.
A Thoughtful, Process-Led Designer
From the outset, Richard’s approach stood out. He doesn’t just talk about sustainable design he’s thinking about how to structure it, teach it, and share it in a way that avoids gatekeeping and jargon. At Adapt, design is viewed as a tool for learning and communication, not just aesthetic output.
This made for an interesting shoot. Rather than simply document a studio process, the film needed to capture a way of thinking; the systems, influences, and values that inform how Adapt operates. Richard was incredibly generous with his time and insight, and it came through clearly in both the interviews and the way he moved through his space.
Collaborating on the Edit
One of the biggest differences with this project was that I didn’t edit the film myself which is quite unusual. I normally cut everything I shoot, so handing over the edit and focusing purely on directing and shooting was a different approach for me.
The edit was handled by @liamallenfilm, who brought a really clean, intentional rhythm to the piece. Liam has a great sense for structure; knowing where to let things breathe, where to tighten, and how to shape something that feels thoughtful without being overworked.
Letting go of the cut gave me a chance to step back and look at the film more objectively; as a collaboration, not just a personal imprint. It also let me lean more fully into directing on set, focusing on how to make the shoot feel calm, conversational, and open. That shift gave the film its tone: measured, reflective, and grounded which mirrors both Richard’s process and the broader message behind Adapt.
Part of a Larger Story
This film is the first of three in the V&A series, each one profiling a different designer working in and around sustainability. What ties them together is a sense of quiet ambition with designers who are challenging systems not with big gestures, but through consistent, thoughtful work.
Getting to document that feels like a privilege, especially when the camera becomes a way to show how design intersects with education, climate, equity, and the future of making.
If you're a museum, gallery, or organisation looking to tell deeper stories about design, sustainability, or process — I’d love to hear more.
