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I was recently featured in Bold Journey Magazine, and reading the interview back reminded me why I've always believed press matters, especially when you're still building. A lot of people think publicity is something to worry about after you've "made it": you finish the movie, raise the money, open the building, win the award, and then you talk about it. I've never really agreed with that. There's value in telling the story while it's still happening. In the interview, I talked about how I keep my creativity alive, why persistence and resourcefulness have mattered so much in my career, my first feature film, R.O.G.E.R. & Me, and the work we're doing with 530 Mac in downtown Richmond. None of those things are finished, and that's what makes them interesting to me. I'm still raising money for the feature, I'm still developing 530 Mac, and Strike Five Films is still growing. There are plenty of unanswered questions, but the work is real, and so is the journey. There's something worth talking about before you reach the finish line. One thing I said in the interview was that I keep my creativity alive by paying attention to what most people overlook: strange conversations, interesting people, something funny that happens, or even something that goes completely wrong. Press works in a similar way. A good interview gives you a chance to stop and look at what you're actually building, which is easy to skip when you're in the middle of everything and thinking about the next email, the next meeting, the next grant, or the next person you need to call. Then somebody asks a simple question like "What are you working on?" and suddenly you have to step outside yourself and explain it. That has real value. Press also helps people see the bigger picture. On the surface, Strike Five Films, R.O.G.E.R. & Me, and 530 Mac might look like three unrelated things: a production company, a strange comedy about a Black coder carrying a GPS-tracked goldfish, and an old bank building we're trying to turn into a creative third space. But when I explained them in the interview, I was reminded of how connected they are. They're all about building something from what you have, staying with an idea long enough for it to become real, and making room for people and stories that can easily get overlooked. That's part of why getting your voice out there matters. If you don't explain what you're doing, people are left to figure it out on their own. Press lets you put some context around the work, and it gives that work a life beyond your own website and social media. Somebody might find the Bold Journey interview today, and somebody else might stumble on it a year from now while researching R.O.G.E.R. & Me, 530 Mac, or Strike Five Films. Maybe it leads somewhere, and maybe it doesn't. I've learned not to judge an article by whether someone calls the next morning with an opportunity. Sometimes the value is simply that the story exists. It becomes another breadcrumb, another piece of the record, another way for someone who has never met you to understand who you are and what you're trying to build. Those pieces add up. I've been fortunate to have conversations with publications, podcasts, television shows, and other media over the years, and I appreciate every one of them, because independent artists don't automatically get a microphone. Sometimes you have to go find one. Once you have it, say something: talk about what you're making, what you're learning, what isn't working, and the strange idea you can't stop thinking about. You don't have to wait for the story to have a perfect ending, because sometimes people need to hear the middle. That's where I am right now: still building, still figuring things out, still creating, and making sure the story gets told along the way. Read my full Bold Journey interview here: Meet Jayson Johnson — Bold Journey 
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 I've been thinking a lot about what makes a place matter. It's more than a building people walk into. It's somewhere people want to come back to, where you can meet somebody for coffee, see some art, catch a film, hear a band, work on an idea, or just be around people doing interesting things.
That's what I want 530 Mac to become. 530 Mac is the historic former First National Bank building at 530 Macdonald Avenue in downtown Richmond. It's an old building with a lot of character and a lot of history, and like a lot of things in Richmond, it has a lot of unrealized potential. When I first started looking at it, I wasn't thinking about branding or slogans. I was thinking about what the space could actually be: a home for film, art, music, small business, workshops, events, and community gatherings. I picture a place where somebody can walk in with an idea and walk out having met the person who helps them take it further. That matters to me because it's how I've spent most of my career. I've made films, started a production company, and kept creative projects moving without having all the resources lined up first. Mostly I've figured it out as I went, by finding the right people, making the right phone call, asking the right question, and sticking with something long enough for it to start becoming real. 530 Mac feels a lot like that. The building needs work. There are repairs, permits, funding, and planning, and a long list of things that have to happen before the full vision is there. But I don't think a place has to be perfect before it starts to mean something. That's why the idea of a "third space" stuck with me. Home is one place and work is another, and a third space is somewhere in between where people gather because they want to be there. Richmond needs more of that. Not everything has to be a formal event or have a program attached to it. Sometimes people just need a good place to be. That's where "Meet me at the Mac" came from. I wanted something that sounded natural, something people could actually say, and not something that sounded like a development project or a campaign. When it clicked, I knew we were getting closer to what this could become. The goal isn't just to restore an old bank building so we can say we saved it. The goal is to give it another life. I want people to connect 530 Mac with creativity, possibility, and community. I want local artists to see a place for themselves there, filmmakers to see opportunity, and entrepreneurs to find collaborators. I want someone walking downtown to feel like something is happening behind those doors. And I want it to feel like Richmond, not like something dropped in from somewhere else, and not so polished that the people who already live here don't recognize themselves in it. Richmond has always had creative people. It has history, culture, music, filmmakers, artists, small businesses, and people with ideas. Sometimes what's missing is a place where all of that can cross paths. That's what I'm building toward. There's still a lot to do, but the project is moving. The roof has been worked on, grants are starting to come together, and planning has begun. More people are stepping in with advice and support, and every meeting seems to lead to another conversation. That's how things grow. One person sees the vision, then another, then somebody asks how they can help, and eventually something that felt impossible starts to feel inevitable. That's where I want 530 Mac to go: a place people know, use, and feel connected to, until nobody has to explain what it is anymore. You'll just say, "Meet me at the Mac." Today I had the opportunity to present the 530 Macdonald project to the Richmond Rotary Club. I shared the vision for rehabilitating the historic former First National Bank and turning it into a film, arts and community space rooted in Richmond. The reception was strong, and I appreciated the questions, feedback and interest in where the project is headed. One thing I’ve learned through this process is that projects like this grow one conversation at a time. Every presentation is another chance to bring people into the vision, build relationships and move the project forward. I’m grateful for the opportunity to share what we’re building.  I recently received written analysis from the 2027 BlueCat Screenplay Competition for R.O.G.E.R. & Me.
The script is still under consideration, but every entrant receives feedback, and I was grateful to get notes that showed the reader really understood the story, the tone, and the world of the film. They responded to the comedy, the Richmond/East Bay energy, Luke as an underdog, the supporting characters, and the larger themes around tech, surveillance, class, opportunity, and second chances. That meant a lot to me. One of the most helpful notes was that the emotional connection between Luke and R.O.G.E.R. — the goldfish he is sentenced to carry around — can be deepened. That is a good note. The fish is not just a plot device. He is part of the title, part of the absurd premise, and part of the emotional engine of the story. So the next pass is clear: strengthen a few small moments between Luke and R.O.G.E.R. so that when the story reaches its emotional turn, it lands even harder. That is part of the process. You write the script. You rewrite it. You send it out. You get notes. You listen for the notes that make the work stronger. Then you keep going. R.O.G.E.R. & Me is still moving forward. The vision is still alive. And each round of feedback is helping the film get sharper. On to the next pass. I found out that R.O.G.E.R. & Me was not selected for the 2026 Film Independent Fiction Producing Lab. Of course, that’s disappointing. You put time into an application, you believe in the project, and you hope the door opens. This time, it didn’t. But I’m still grateful. All praise to my Lord and Savior Jesus Christ. I’m thankful for the project, thankful for the progress, thankful for every person who has helped me along the way, and thankful that I’m still able to keep going. For me, filmmaking has always been more than entertainment. It’s part of my ministry. My hope is that through this filmmaking journey, I can spread the gospel of Christ crucified and use the gifts God has given me to reach people in whatever way He allows. Rejection is part of this path. I’ve been through enough in this industry to know one “no” is not the end of the story. R.O.G.E.R. & Me is still moving forward. The vision is still alive. The work continues. On to the next door. 🙌🏽   The more I work on 530 Macdonald Avenue, the more I realize how similar rebuilding a historic building is to making an independent film.
Both start with a vision that other people can't fully see yet. With a film, you have a script, a deck, maybe some images and a plan. Then you have to get people to believe in it enough to come aboard. That’s exactly what I’m doing with 530 Macdonald. I can walk through the building and see film production, screenings, events, workshops, artists and people coming through the doors. The job now is getting the right people to see that vision too. The other similarity is timing. You don’t build an entire film crew before the money is there, and I’m not building a huge staff for this project before it makes sense. For now, I’m leading the project and the next person I need is someone who can help with grants, marketing and general administration. When larger grants start coming in, we bring in a project manager and start moving deeper into the rehabilitation. You build the team as the project grows. The money side is similar too. People see the finished movie, but they don’t always see what happened before the cameras rolled — meetings, fundraising, planning, budgets, calls, emails and putting the right people together. A building project is no different. Before construction starts, somebody has to raise the money, build partnerships, pursue grants, handle outreach, organize documents and keep everything moving. That work matters. I’d describe where 530 Macdonald is right now the same way I’d describe a film before production: We’re in development. And development can look quiet from the outside even when a lot is happening. Meetings are happening. Relationships are being built. Letters of support are coming in. Press is starting to move. Funding conversations are happening. The project is getting stronger. That process feels very familiar to me. You get one person involved, then another. One conversation leads to the next. Some opportunities move fast, others take time. That’s independent filmmaking too. The difference is what happens at the end. With a movie, people eventually sit in a theater and watch something that once existed only on a page. With 530 Macdonald, people will eventually walk through the doors of a building that sat underused for years and see it alive again. And when that happens, we’ll be making movies inside there too. That’s when everything comes full circle. I’m starting the 4th season of Strike Five Films merchandise with a small run of new hats. Each season has been another way to build the brand, support the work, and keep Strike Five moving forward independently. Proceeds will help support the next phase, including R.O.G.E.R. & Me, the 530 Macdonald project, and other Richmond-rooted creative work. More details coming soon. And remember, if you’re a fan of Strike Five, you’re really a fan of yourself. You don’t fold. You don’t quit when you could. That’s what this is about.  This video shares the vision for 530 Macdonald, the historic former First National Bank building in downtown Richmond. The project is focused on moving the space from vacant to vital by helping activate it as a future home for film, arts, events, local programming, small business activity, and community-driven creative work.
It’s about more than restoring a building. It’s about bringing new energy to downtown Richmond and creating a space where artists, residents, entrepreneurs, and community partners can gather, create, and build something lasting. This proof-of-concept trailer was created to help communicate the tone, world, and premise of R.O.G.E.R. & Me. The film is a Richmond-rooted comedy about a young Black coder who crashes into a tropical fish store and is sentenced to carry a live goldfish everywhere he goes for 30 days — kill the fish, go to jail.
The trailer is not the final film, but it gives a first look at the story’s mix of absurd comedy, romance, Bay Area tech culture, and second chances. A 90-Day Update from Strike Five Films. Over the past 90 days, I’ve been moving two connected visions forward: my first feature film, R.O.G.E.R. & Me, and the larger Richmond creative work I’m building through Strike Five Films and 530 Macdonald. One is a story for the screen. The other is about helping create space where more stories, artists, and community work can happen. Both are rooted in the same belief: Richmond has stories, talent, history, and creative energy worth investing in.  R.O.G.E.R. & Me 🐟R.O.G.E.R. & Me is my first feature film — a Richmond-rooted comedy about a young Black coding savant who crashes into a tropical fish store and is sentenced to carry a live goldfish everywhere he goes for 30 days. Kill the fish, go to jail. It’s funny and strange on the surface, but underneath that, it’s about class, opportunity, accountability, second chances, and who gets seen as valuable. Over the past few months, the project has continued to move forward in a real way. The feature script has been completed and revised, three table reads have helped test the tone and characters, the pitch deck has been refined, and the project now has a stronger visual direction as it moves deeper into pre-production. I also submitted R.O.G.E.R. & Me to the SFFILM FilmHouse residency, along with several screenplay opportunities. That step matters because the goal is not just to have a finished script — the goal is to build the right team, support, and path toward production. Another major step was adding cinematographer Shivashish Ahuja to the project materials. Shivashish brings a strong visual background across narrative, documentary, music, and commercial work, and his involvement helps support the next creative step: shooting a live-action proof of concept scene. That proof of concept is one of my biggest upcoming goals. The AI trailer helped people understand the tone and premise, but a live-action scene will show the film’s real-world potential with actors, locations, comedy, and Richmond texture. The next step is to raise and save enough money to shoot that scene properly. 530 Macdonald, Richmond, CAAlongside the film, I’ve also been working to move forward with the 530 Macdonald project in downtown Richmond. 530 Macdonald is the historic former First National Bank building. My long-term vision is to help activate it as a creative community space — a place for film, arts, events, local programming, small business activity, and eventually production use. This project is bigger than one building. It is about what kind of creative infrastructure Richmond deserves. Over the past 90 days, the project has gained more community and civic momentum. I’ve had conversations and given presentations with Richmond Main Street, the Iron Triangle Neighborhood Council, local arts and business leaders, the Macdonald Avenue Task Force, and other community stakeholders. The façade grant process has also moved forward, which is an important early step toward improving the building’s exterior and showing visible progress. There is still a lot of work ahead. Buildings move slowly. Ownership questions, inspection issues, costs, permitting, fundraising, partnerships, and long-term planning remain. But the project is no longer just an idea. It is being discussed, presented, and taken seriously as part of a larger conversation about downtown Richmond, arts, and community activation. Strike Five Films Strike Five Films is the home base for this work. The company started with short films, small crews, limited resources, and a lot of persistence. Over time, my films have screened at more than 90 festivals and earned multiple awards. That foundation matters because everything I’m building now comes from years of making work, learning by doing, and staying with it even when the path was not easy. Right now, Strike Five Films is moving into a bigger phase. The work is no longer just about making individual short films. It is about building a company, a feature film slate, a public audience, and a stronger creative presence in Richmond and the Bay Area. That includes R.O.G.E.R. & Me, the 530 Macdonald project, future film work, community partnerships, and new ways for people to support the work directly. Recently, I printed a small color brochure for R.O.G.E.R. & Me and handed it out at a Film SF mixer. The room was loud, but I was able to connect with people from SFFILM, Debbie Brubaker, and others in the Bay Area film community. The brochure gave people something physical to take with them — a simple snapshot of the project, the story, and the kind of support I’m looking for. I’m also preparing a small targeted mail campaign to send the brochure to select Bay Area production companies with verifiable business addresses. It’s not a mass mailing. It’s a focused outreach step to put the project in front of people who may understand independent film, Bay Area stories, and character-driven work. What I’m Building TowardThe next phase is about focus. For R.O.G.E.R. & Me, the goal is to build the right producing relationships, continue submitting the script and project to meaningful opportunities, and raise enough money to shoot a live-action proof-of-concept scene. For 530 Macdonald, the goal is to keep building the support coalition, move the façade grant process forward, continue community conversations, and identify the right partners for funding, planning, and activation. For Strike Five Films, the goal is to keep building the audience, the contact list, the support base, and the systems needed to make this work sustainable. None of this happens overnight. But it does happen step by step. How You Can HelpRight now, I’m looking for:
Producer connections for R.O.G.E.R. & Me Bay Area film contacts Potential supporters for the live-action proof of concept Richmond arts, business, and community partners People interested in the future of 530 Macdonald Supporters who want to follow, share, or contribute to the work The biggest help right now is connection. A producer, funder, local business, arts organization, community leader, or supporter can make a real difference by pointing this work toward the right room. This next chapter is about turning years of work into something more visible, organized, and lasting. Thanks for following the journey. |
Jayson JohnsonI’m Jayson Johnson, a Richmond-based filmmaker, writer, director, producer, and founder of Strike Five Films. My work focuses on original stories, overlooked characters, comedy, resilience, and the strange ways people find their way forward. Over the years, my short films have screened at more than 90 film festivals and earned multiple awards. I’ve also worked across film, television, and commercial production, including projects connected to ABC, Amazon, Netflix, Discovery, Sorry to Bother You, Blindspotting, and other Bay Area productions. Right now, I’m developing my first feature film, R.O.G.E.R. & Me, a Richmond-rooted comedy about a young Black coder, a live goldfish, and one very bad day. I’m also working to help activate 530 Macdonald in downtown Richmond as a future creative space for film, arts, events, and community work. This blog is where I’ll share updates on the films, the building, Strike Five Films, and the larger creative work I’m building in Richmond and the Bay Area. ArchivesCategories |
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