Who we are

Vegolution is led by a small but fiercely creative team of filmmakers, writers, and cultural changemakers with a shared obsession: uncovering the truth behind what we eat — and why it matters.

Between us, we’ve spent over 17 years in film production, a decade in journalism, and countless hours storytelling across every medium: from cinema to podcast, from long-form essays to TEDx stages, from broadcast documentaries to magazine editorials. We’ve crafted visual campaigns for global luxury brands, produced political films for the UK’s Green Party, and investigated the hidden costs of food in both fiction and fact.

Our director, JC Ralls, brings over a decade of experience filming across Europe and North America, with credits including Emission Impossible (Floating Harbour Films), travel campaigns for The Review Magazine, and commercial projects under Castle Frame Pictures. He specialises in striking, emotionally intelligent films that provoke reflection and stir the senses.

Peter Robinson, Founder of Screaming Eagle Productions and editor at The Review Magazine, has delivered high-end editorial and branded content for some of the world’s most exclusive names. From helicopters in the Swiss Alps to sustainability shoots in the Aegean, Peter’s work balances elegance with edge.

Dr Melanie Joy is an award-winning author, psychologist, and the founder of Beyond Carnism. Her internationally acclaimed TEDx talks and best-selling books — including Why We Love Dogs, Eat Pigs, and Wear Cows — have transformed the global conversation around food, psychology, and power. As our narrator and story consultant, she helps Vegolution explore not just how we eat — but how we think.

Together, we’re telling a story that’s been buried for centuries — a story about truth, appetite, and the future of food..

  • 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 Vegolution

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