SUMMARY BY GUY TURNER
What does it really mean to be human? It’s messy, complicated, emotional. And the best brands? They don’t just sell us products; they make us feel seen. They remind us that we matter, that our struggles and triumphs are part of something bigger.
At SXSW 2025, Cheryl Miller Houser delivered a talk that cut right to the heart of this. She laid out a storytelling framework that helps brands move past the noise and into something deeper: real connection. The kind of storytelling that makes us stop, feel, and maybe even cry. And yes, that happened multiple times watching the campaigns she shared.
For us at Turner & Co, this is everything. We craft stories that don’t just market, but move people. We mix science with wordcraft, blending psychology and emotion to create marketing that sticks. Because when a brand story resonates, people don’t just buy – they believe.
Being Human is Hard. But It’s Also Magic.
Last night, Cheryl told us she was nervous about her talk. Her friends and family gave her the classic advice: “Just be yourself.” And isn’t that the hardest thing to do? Being human is hard.
But that’s also why it’s powerful. The brands that get this – that tell stories with honesty, emotion, and vulnerability – are the ones that make us care. They don’t just sell to us, they connect with us.
And connection is everything. In a world that feels overwhelming – where we’re drowning in tech, politics, climate disasters, wars, loneliness, mental health crises – we crave stories that remind us of our shared humanity.
That’s what Cheryl’s talk was all about: a human-centred storytelling framework that brands, leaders, and individuals can use to tell stories that truly matter. And she proved it with some of the most gut-punchingly emotional brand campaigns we’ve ever seen.
1. Listen With an Open Heart
The first rule of great storytelling? Shut up and listen.
Cheryl shared a story that hit deep. Christine Beyer, New Jersey’s Commissioner for Children and Families, took office knowing the foster care system was broken. But instead of jumping in to fix it, she did something radical: she listened.
She went on a statewide listening tour, hearing from families torn apart by the system – especially communities of colour. And what she learned changed everything. Instead of focusing on removing kids from homes, her agency started working to keep families together.
The most powerful part? She invited people who had grown up in foster care to help redesign the system. Cheryl was hired to create a film about this transformation. And in that film, we meet three incredible people who lived through the system and are now working to make sure others don’t have to.
And this is the point: stories move people to action. Christine Beyer’s challenge isn’t just fixing a system – it’s changing 6,600 employees’ attitudes and the public’s perception of child welfare. And that starts with storytelling.
At Turner & Co, this is exactly how we work with brands. We listen. Deeply. We uncover the real, human stories that make brands more than just logos and taglines. Because people don’t connect with businesses – they connect with stories.
2. Struggle & Triumph: The Stories That Stick
We don’t connect with perfection. We connect with struggle.
Simone Biles is the most decorated gymnast in history. But when she pulled out of the Tokyo Olympics, some called her a quitter. Others called her a hero.
And one brand, Powerade, did something incredible. Instead of backing away like so many sponsors do when an athlete struggles, they leaned all the way in. They embraced her humanity, launching the Pause is Power campaign – a message that flipped sports culture on its head.
🔥 This is one of the most moving ads ever.
👉 Simone Biles | Pause is Power – Powerade
The message? Athletes aren’t just machines. And neither are we. Taking a pause isn’t weakness – it’s strength.
This is what great brand storytelling does. It doesn’t just sell – it shifts culture. And this is something we’re obsessed with at Turner & Co. We help brands tap into real human experiences, showing the raw, messy, inspiring reality that makes us all connect.
Then there’s Jeremy Renner – a man who knows a thing or two about struggle.
On New Year’s Day 2023, Renner was crushed by a snowplough in a near-fatal accident. His injuries were devastating – 38 broken bones, a punctured lung, and a lacerated liver. Doctors told him he might never walk again.
But Renner had other plans.
During his recovery, he started posting small victories on social media. One of those posts? A video of him walking again – wearing Brooks running shoes.
Brooks saw this and leaned into the story. Instead of hiring an elite athlete, they chose Renner to front their first global ad campaign in 25 years. Because who better to tell a story about resilience than a man who had to learn to walk all over again?
🔥 Watch the campaign here – it’s powerful.
👉https://www.youtube.com/watch?v=BI1U440jgsY
The ad isn’t about speed or winning. It’s about grit. About getting back up when life knocks you down.
💡 Turner & Co Insight:
People don’t just buy products – they buy stories. They buy into brands that make them feel something real. Renner’s story wasn’t manufactured – it was authentic, and Brooks knew that was far more powerful than any scripted campaign.
3. The Power of Imagination: Making the Impossible Real
This one blew our minds.
Imagine you lost a parent when you were little. Now imagine getting to sing a duet with them decades later. Sounds impossible, right?
Volkswagen made it happen.
To celebrate its 70th anniversary in Brazil, VW used AI to bring together Elis Regina, a legendary Brazilian singer who passed away in 1982, and her daughter, Maria Rita. The result? A jaw-dropping, heartbreaking and beautiful duet between a mother and daughter who never got to perform together.
🚗 Prepare to cry.
👉 Volkswagen AI Duet | Elis Regina & Maria Rita
The SXSW Brazilian audience reaction was overwhelming. There were tears, standing ovations, and an outpouring of love on social media. The ad wasn’t just a hit – it became a national moment, with fans calling it “the most beautiful ad Brazil has ever seen.”
And VW listened. They doubled their investment in Brazil, announcing $1.8 billion in expansion over the next five years. That’s the power of a single story.
This is where imagination meets storytelling. Technology alone doesn’t create great stories – humans do. And when we use tech to bring real human emotions to life? That’s when magic happens.
At Turner & Co, we’re not about jumping on trends for the sake of it. We use technology intentionally – to enhance storytelling, not replace it. Because the best stories are, and always will be, human.
Some ads sell a product. Others sell a dream.
The NFL’s “Born to Play” Super Bowl spot did something truly special – it took a little boy in Ghana, with nothing but a dream, and made him the centre of a story about possibility.
It starts with him running barefoot through the streets, dodging obstacles, football in hand. As he runs, NFL superstars begin appearing beside him – conjured by his imagination. They train with him, push him, inspire him.
And then, the final moment – he stops, looks up… and there’s his hero, Osi Umenyiora, standing right in front of him. Only this time, he’s not a vision. He’s real.
🏈 This ad gave us chills. Watch it here.
👉 NFL Super Bowl 2024 | “Born to Play”
It’s not just a feel-good story. It’s a statement.
- It says football belongs to the world, not just America.
- It says dreams can come true, no matter where you start.
- It shows that the next generation of NFL legends could come from anywhere.
The result? One of the most beloved Super Bowl ads of the year. It ranked #1 in emotional impact, scoring highest in inspiration, admiration, hope, and warmth.
💡 Turner & Co Insight:
This is storytelling at its best. It’s aspirational, emotional, and universal. It doesn’t just market the NFL – it markets belief.
At Turner & Co, we help brands tell stories that ignite imagination. The best brands don’t just sell products – they sell a vision of what’s possible. And when they do it right? It moves people, builds movements, and creates cultural moments that last.
Final Thoughts: Why This Matters
Cheryl’s commitment to storytelling as a force for good is evident in her diverse body of work, which includes directing, producing, consulting, and public speaking. Her ability to capture genuine human experiences and present them in a relatable and impactful manner has made her a respected figure in the industry.
The best brand stories aren’t about products. They’re about people. They make us feel. They make us believe. They stay with us.
Cheryl’s talk was a masterclass in emotional storytelling, and it reinforced exactly what we stand for at Turner & Co.
✨ Listen with an open heart.
✨ Tell stories of struggle & triumph.
✨ Use imagination to make magic.
✨ Inspire change.
And most of all? Be human. Because that’s what people connect with.
This is the work we do. And if you’re ready to craft stories that move people, we’d love to help. Let’s chat.
Cheryl Miller Houser is an award-winning director, writer, and producer renowned for her emotionally engaging storytelling that drives action and inspires change. She is the founder of Creative Breed, a full-service production company and creative agency that harnesses empathy and storytelling to craft relatable, human-centered narratives across various platforms.
One of her notable works is the feature documentary “Generation Startup,” which follows six young entrepreneurs over 17 months as they build startups in Detroit, capturing the challenges and triumphs of launching a business in America. She also produced David O. Russell’s debut film, “Spanking the Monkey,” which won the Sundance Audience Award, and the Academy Award-nominated documentary “Children of Darkness,” focusing on children with mental illness.
Beyond filmmaking, Cheryl is a sought-after speaker and workshop facilitator, sharing her expertise on the science and craft of storytelling to drive connection and culture. She has been a featured speaker at events such as SXSW and has collaborated with brands and nonprofits to help them tell emotionally compelling stories that spur connection and change.
