Showreel


Everything you see here was planned, filmed, directed edited/animated by Ric Toone.
My production standards are very high. My processes are thorough and considered, my videos are contemporary and sharp, with human and engaging narratives. I care very much about getting these details right and have learned through a lot of trial, and sometimes error! I have filmed using range of professional cameras and sound equipment in lots of different spaces and conditions. I have carried out many interviews and honed my technique to put people at ease and make these situations feel comfortable.

I was asked to come up with a concept for a promotional video to promote Allied Health Professionals for the NHS. The client was really excited when I suggested that we painted a huge mural on the wall locally, that would represent their work and give us a PR moment and landmark to gather around. The video style isn’t unique but the story definitely is. I created the imagery from an occupational health group I filmed, which was then interpreted by a brilliant artist, Gabriele picture. We had a PR event to launch the mural and it stands proudly on Leyton High Street to this day.

This was the widest reaching project we worked on, picked up across every broadcaster and media outlet you can think of. It was shot and edited nicely but in truth, this campaign was so successful because of the niche concept and the amazing people involved. Huge respect to Macmillan and all the contributors.


This was a chance for me to do our own thing- a personal project covering a fantastic, creative initiative from a local art collaborative- Wood Street Walls. We are very lucky to live in a town where walls are as colourful as the community.

This was a fantastic day, filming 2 Macmillan Cancer support professionals, explaining how they care for their patients. M&S fundraising supports these roles and this video was shared across all M&S and Macmillan digital channels.

Macmillan’s Just Say the Word Campaign shines a light on an important subject- men are more likely to get cancer but less likely to reach out for help. We chose a more minimal and raw setting for this to create a stark atmosphere to really focus on the feelings and experiences of these men.



Pracedo are a really nice bunch of talented people and this really comes across in their 'about us video'.

Again- what a pleasure to work with Macmillan on this project. It's always quite difficult to get something like this just right. It's an emotional subject, it's also very uplifting to see the impact that Macmillan have. The response has been great and we just love working with Macmillan.

AMAL commissioned acclaimed artist Zarah Hussain with Wood St Walls to produce this fantastic Mural in Walthamstow. We documented progress and talked to contributors.