Hello Raindance readers,
Pre-production can feel like the toughest stretch of filmmaking—scripts that won’t cooperate, funding that feels out of reach, a day job that won’t let go, and that nagging voice asking if you’re truly cut out for a feature. I’m Jayson Johnson, a filmmaker based in Richmond, California, and founder of Strike Five Films. After years of shorts (9 films screened at over 90 festivals, 6 awards including Best Romantic Short at the 2021 Las Vegas Film Festival for T.H.O.T.), a mentorship with Francis Ford Coppola, and freelance production for Netflix, Amazon, and Hulu, I’m now in pre-production on my debut feature R.O.G.E.R. & Me.
The film is a rom-com with an unusual heart: a young Black coder from Richmond crashes into a pet store and is sentenced to carry a live goldfish named R.O.G.E.R. (complete with GPS tracker) for 30 days. What starts as absurd punishment becomes a path through grief, growth, and unexpected community—essentially a love letter to Richmond, the city that’s become my home and creative anchor.
This piece is my honest account of navigating pre-production as a first-timer: the quiet struggles, the small breakthroughs, and the mindset shifts that keep the project moving forward.
Igniting the Project: A Personal Loss That Sparked a Story
My filmmaking began in Chicago—studying at Eastern Illinois University, early set work acting in an indie feature, then the Bay Area shift in 2008. Working with Coppola (marketing, props, festival support) showed me the industry from the inside. But freelance life grew unstable after 2020, leading me to Richmond for steadier work. During a period of deep self-doubt, I adopted a goldfish named Roger. He became my silent companion on the desk while I wrote—steady, present, no judgment. His passing hit hard, echoing the isolation many filmmakers feel when chasing big goals without constant encouragement.
That grief inspired R.O.G.E.R. & Me. The story isn’t autobiographical in plot, but the themes of perseverance, reframing setbacks, and human connection are deeply rooted in that experience. Setting the film in Richmond is deliberate—the city is evolving, rich in culture and people, and I want to contribute positive, authentic stories that reflect its strength.
The Everyday Realities of Pre-Production
Pre-production promises creativity—refining scripts, dreaming of cast, scouting locations—but it’s built on persistence through obstacles.
Differentiating on a Limited Budget
Shorts success gave me festival traction, but features require standing out. A proof-of-concept trailer helped convey tone and attract collaborators. The true differentiator, though, is authenticity. Your work must stem from your unique perspective and life—no one else can tell your story the same way. In a market crowded with trend-following projects, genuine originality creates real attraction from producers, crew, and investors. My film’s goldfish premise grew from personal loss and local life; no trend could manufacture that. Trust what only you can bring.
Forming a Team Outside Major Centers
Richmond lacks the resources of LA or Atlanta, so team-building takes intention. Local events made the difference: Cinemama happy hours for connection, Bay Area Film Mixer gatherings for inspiration, SFFILM programmer mixers for broader ties.
The key insight: approach networking with generosity. Volunteer on others’ sets, offer feedback, share resources, attend screenings. When you give without expecting immediate return, trust develops. People remember who supported them, and support flows back when your project needs it.
Managing Stability and Creative Drive
A full-time city maintenance job meant writing in pockets of time. To prevent burnout, I established simple habits: minimum daily pages, recognizing progress (a solid scout, a helpful email). The focus is steady movement, not perfection.
Navigating Self-Doubt
Imposter feelings peaked after Roger’s passing—the loss amplified the scale of a feature. But accepting that no filmmaker has it all figured out helped. Progress comes from action, not certainty. One small step daily—drafting a scene, reaching out, refining—creates forward motion. Anchor yourself in your purpose (for me, Roger’s memory and Richmond’s stories) and continue. Doubt is expected; pausing isn’t.
Practical Lessons from My Path
● Draw from real experiences—authenticity resonates.
● Embrace originality—your unique angle attracts the right support.
● Create early visuals (trailers), but let your voice lead.
● Use your location—local depth adds richness.
● Give first in networking—value returned builds strong teams.
● Commit to daily progress—small consistency creates big results.
Looking Ahead
R.O.G.E.R. & Me moves forward in pre-production—scouting, table reads, team growth—with production nearing. Daily actions have brought real progress: a seasoned producer guiding us, distributor conversations, and Silicon Valley VC interest in heartfelt, local-rooted stories. The journey shows resilience comes from showing up, giving generously, and staying true to your voice.
To every indie filmmaker—whether in shorts, development, or dreaming big—perseverance, genuine connection, and small steps forward make the difference. Maybe with an unexpected companion to remind you why you began.
What’s one pre-production challenge you’ve faced, or a time staying true to your voice paid off? Share in the comments—we’re all in this together.
Jayson Johnson is an indie filmmaker and the founder of Strike Five Films, based in Richmond, California. He writes, directs, and produces character-driven short films that have screened at over 90 film festivals worldwide, earning six awards.
Through Strike Five Films, he merges storytelling with streetwear and community impact—mentoring emerging creators and elevating underrepresented voices in the Bay Area. He is now developing his debut feature, R.O.G.E.R & Me—a quirky, heartfelt film about a young Black coding savant from Richmond who, after crashing into a tropical fish store, is sentenced to carry a live goldfish named R.O.G.E.R. for 30 days. Under the offbeat surface is a touching story of healing, growth, and unexpected human connection.
Jayson started with a $35 camera from eBay and has worked toward this milestone, proving that vision, grit, and authenticity can turn independent dreams into reality. He’s passionate about collaborating with producers, distributors, and partners who share a commitment to meaningful, community-rooted stories. Open to discussions on co-production, distribution, or investment—reach out directly via the contact form at strikefivefilms.com, or connect on LinkedIn (linkedin.com/in/jaysonjohnson1). Let’s create something that moves people.
