Showreel


Everything you see here was planned, filmed, directed edited/animated by Ric Toone

This was the widest reaching project we worked on, picked up across every broadcaster and media outlet you can think of. It was shot and edited nicely but in truth, this campaign was so successful because of the niche concept and the amazing people involved. Huge respect to Macmillan and all the contributors.


Macmillan’s Just Say the Word Campaign shines a light on an important subject- men are more likely to get cancer but less likely to reach out for help. We chose a more minimal and raw setting for this to create a stark atmosphere to really focus on the feelings and experiences of these men.

This was a fantastic day, filming 2 Macmillan Cancer support professionals, explaining how they care for their patients. M&S fundraising supports these roles and this video was shared across all M&S and Macmillan digital channels.

This was a chance for me to do our own thing- a personal project covering a fantastic, creative initiative from a local art collaborative- Wood Street Walls. We are very lucky to live in a town where walls are as colourful as the community.

Pracedo are a really nice bunch of talented people and this really comes across in their 'about us video'.

Again- what a pleasure to work with Macmillan on this project. It's always quite difficult to get something like this just right. It's an emotional subject, it's also very uplifting to see the impact that Macmillan have. The response has been great and we just love working with Macmillan.

AMAL commissioned acclaimed artist Zarah Hussain with Wood St Walls to produce this fantastic Mural in Walthamstow. We documented progress and talked to contributors.

These time-lapse scenes were shot over 3 days in 4K raw and we gained permission to use a really nice track featuring Damon Albarn- a local legend supporting our bid to become London's first Borough of culture.





We filmed some children creating placards to support Waltham Forest's bid to become London's first Borough of culture.

This was just a fun thing we made in after effects to celebrate our birthday last year.

We shot this in a Wimbledon school to promote the great work that stem4 do for students. Amongst many other brilliant initiatives, they run student conferences to promote positive mental health.

We made this video for Dansac, who brought a revolutionary new product to market. A nice, personal, authentic story. A really strong example of why authenticity is so important.

This is a new video we created for stem4 who have recently redesigned their award winning calm harm app. We recreated all of the elements in Adobe illustrator and imported them to After effects for animation. Using vector graphics like this we can keep everything sharp as a virtual camera smoothly navigated the interface.