Who we are

The Green Edifice is created by a small but fiercely creative team of filmmakers, writers, and cultural changemakers with a shared purpose: to uncover the hidden architecture of our food system, and reveal why it matters now more than ever.

Between us, we bring over 17 years of film production experience, a decade of journalism, and thousands of hours of storytelling across every medium: cinema, documentary, editorial, podcasting, political filmmaking, and long-form narrative work. Our backgrounds span luxury brand campaigns, investigative reporting, environmental storytelling, and psychological research into how societies shape, and are shaped by, what they consume.

Director JC Ralls leads the project with more than a decade of experience filming across Europe and North America. His credits include Emission Impossible (Floating Harbour Films), international travel campaigns for The Review Magazine, and commercial work produced under Castle Frame Pictures. JC specialises in visually striking, emotionally intelligent films that challenge assumptions and invite deeper reflection.

Peter Robinson, Founder of Screaming Eagle Productions and editor at The Review Magazine, brings a wealth of cinematic and editorial expertise. His portfolio ranges from aerial shoots in the Swiss Alps to sustainability features in the Aegean, balancing luxury aesthetics with sharp, investigative storytelling. Peter supports The Green Edifice as Producer and Assistant Director.

Dr Melanie Joy, award-winning author, psychologist, and founder of Beyond Carnism, serves as the series narrator and story consultant. Her internationally recognised TEDx talks and best-selling books, including Why We Love Dogs, Eat Pigs, and Wear Cows, have reshaped global conversations about food, psychology, and systems of power. Her voice guides the series’ emotional and philosophical backbone, illuminating not just how we eat, but why we believe what we believe.

Together, this team is unearthing a story that has been buried beneath centuries of habit, culture, industry, and convenience, a story about truth, appetite, and the future we’re all building, one meal at a time.

  • Dr. Melanie Joy PhD

    Dr Melanie Joy (Narrator & Story Consultant) is an award-winning psychologist and one of the world’s foremost voices on food systems and cultural change. Her groundbreaking work on the psychology of eating and belief has shaped the heart of Vegolution, helping guide the film’s tone, message, and emotional core.
    more information here: https://www.melaniejoy.org/about

  • JC Ralls

    JC Ralls (Write/Director) is the driving force behind Vegolution, a filmmaker known for combining cinematic beauty with social urgency. His work has taken him across Europe and North America, producing films for The Review Magazine, The Green Party, and some of the world’s most exclusive destinations. JC’s vision blends immersive storytelling with bold visual metaphors, challenging audiences to rethink the world around them.
    More of his work here: www.castleframepictures.com

  • Peter J Robinson

    Peter Robinson (Producer) brings decades of experience in luxury and branded storytelling. As founder of Screaming Eagle Productions and long-time editor at The Review Magazine, Peter has helped shape narrative campaigns for global icons and crafted stories that seduce the senses, from superyachts to five-star hotels. With Vegolution, he brings that same attention to detail to something far more urgent.
    His work can be found here: https://screamingeagle.co.uk/ https://www.thereviewmag.co.uk/

Contact the team behind The Green Edifice

Media inquiries. Partnership proposals. Bold ideas.
If you’ve got something worth growing, start the conversation here.