Tom Ratcliffe’s Creative Journey Founding Slanted Group
Tom Ratcliffe, founder of Slanted Group, launched the agency after noticing a clear gap in the market during his time at university. While studying Media Film Production at Staffordshire University, he realised that while many creatives were passionate about their craft, few were focused on how their work could actually drive business growth. With a background in short films, feature films, luxury wedding and event cinematography, and TV production, he brings a cinematic, story-first mindset to brand content. Slanted Group was built to rethink what a creative agency can be. Premium, strategic, and performance-driven.
“There were lots of amazing creatives doing fantastic work with video production,” Tom says, “but a lot of it was focused purely on the craft. I saw a gap for something different, a high-end, premium agency that not only delivered great creative work, but also truly understood business.” That idea became the foundation for what Tom does today. His approach has always been about combining strong storytelling and visuals with real business impact. “We want to be good at what we do creatively, of course,” he says, “but we also want to help businesses grow through what we do.”
When it comes to working with clients, the process stays fairly consistent, but the approach adapts based on who the client is. “If we’re working with a global brand, the strategy has to be broader and there’s usually a lot more regulation to consider.”
In contrast, working with smaller businesses or solo founders allows more flexibility. “We can move quicker, try more unconventional tactics, and sometimes take a few more creative risks. It’s all about understanding the space they’re in and what’s possible.”
When Tom first started the business, he admits he had no real idea how business actually worked. At the time, he figured having a name and some business cards was enough. It didn’t take long before he realised there was a lot more to it, especially when it came to understanding the business side of creative work. Once that clicked, things started to fall into place.
One of the biggest early challenges was cash flow and capacity. Like many young agencies, they said yes to everything to bring in revenue. But over time, that approach created more problems than it solved. Not every client is the right fit, and Tom learned how important it was to work with people who were aligned, in values, expectations, and vision. Another major shift came from educating clients about the value of strategy. It wasn’t just about delivering something that looked great, it had to actually perform. The team spent time helping clients understand why the thinking behind the content was just as important as the visuals.
In the early days, building trust without a portfolio was a challenge. Convincing clients to believe in the vision with little work to show wasn’t easy. But now, with a strong body of work behind them, that part speaks for itself. The hard lessons shaped a business that’s not just creative, but commercially sharp too.
A major turning point came with a project for a client developing a 1950s thriller. The brief was to create a short film trailer to pitch for feature film funding. “That project really opened our eyes,” Tom says. “It showed us what we were actually capable of when it came to scale, production value and attention to detail.” The team hired out an entire village with a period-correct look, sourced authentic props and vehicles, and brought the world to life. “It made us realise we don’t just have the creative ideas, we’ve got the capacity to pull off something that cinematic.”
Around the same time, the team began landing more TV ad work, high-end, creative campaigns for established brands. These projects brought a new level of ambition and complexity, but also confirmed the kind of work Slanted wanted to be known for. “This is the space we want to be in: bold, intentional campaigns for global brands,” Tom says. “We’ve now got the experience and processes in place to handle that.”
Reflecting on where it started, Tom says, “When we began, we were filming for the local charity shop down the road. We still care about those kinds of organisations, but our work, and what clients expect from us, has definitely outgrown that stage.”
One of the most important lessons Tom and the team have learned is the value of being easy to work with. “You could deliver the best creative work possible, but if the experience isn’t smooth, the client probably won’t come back.” Some of Slanted’s most loyal clients return not just because of the output, but because the process is collaborative, clear, and stress-free. Punctuality plays a big role in that. “It sounds obvious,” Tom says, “but being on time, or early, makes a big difference. It shows you’re reliable and that you respect their time.” Doing what you say you’ll do, consistently, is another habit that builds trust and long-term relationships.
Looking ahead, Tom sees major shifts happening in how people engage with content. “Raw is better than perfect” is a mindset that’s driving content performance today. Platforms like TikTok and Instagram Reels have shown that unpolished, authentic content often performs better than highly produced visuals. “We’ve had videos that don’t look great but feel real, and those are the ones that connect.”
The rise of AI is also reshaping the creative space. “AI is starting to handle a lot of the mundane stuff, editing, basic scriptwriting, blog content, admin; which frees us up to focus on the creative thinking,” Tom says. Rather than seeing it as a threat, he sees it as a way to double down on storytelling, strategy and human ideas.
As the business has grown, Tom has also rethought the agency’s future. Slanted started as a video agency, but in 2026, it will relaunch as a full creative agency, a group of specialised sub-brands under one umbrella. The goal is to create a full creative ecosystem, where clients can come in through any service. Video, social marketing, strategy and still receive the same level of quality and creativity across the board.
“Clients don’t just want a one-off video anymore. They want a partner who understands their brand and can work with them across all creative touchpoints,” Tom explains.
The journey so far has come with its fair share of lessons. “Fail often and fail early. Mistakes give you the springboard to grow”, he says. Tom also encourages surrounding yourself with people who’ve done what you want to do. “They’ve already made the mistakes and can help you avoid them.” And finally, don’t go it alone. “Asking for help isn’t a weakness, it’s smart. Teamwork really does make the dream work.”
Find out more about Slanted here.
