hub heroes

Portraits of a city’s success stories

We team up with, Brussels’ Business Support Agency, and shine a light on 50 of the Region’s start-up success stories driving the capital city’s economic landscape forward. From the eco-conscious manufacturer to the technology-enabled post-production imprint, our 50-strong selection of portraits and interviews plays testament to the Region’s dense and dynamic culture of entrepreneurship.

We Tell Stories

We Tell Stories

Joan Roels & Samantha Couset

What would be your two-minute elevator pitch?

We Tell Stories is a Brussels-based multimedia creative agency. We produce videos of course, but actually mainly focus on new medias – think social network storytelling, podcasts, web documentaries, vertical videos, 360° virtual reality. Besides (post-)production, we also take the time to participate in trainings, workshops and consultancies. This year, we’ll be scaling up and investing in a space that will help develop Brussels’ media and communication sector – it’s time we go big!

List three factors that make Brussels’ entrepreneurship landscape unique.

  • Brussels is a rather small city compared to other European capitals, yet its media ecosystem is vast: filmmaking, the intermediary initiative Tax Shelter, numerous content-producing European institutions, news platforms fixated on increasing audio-visual content and a vibrant community of young production companies. Audio-visual entrepreneurship in Brussels is truly a sight to behold.
  • Situated square between Flanders and Wallonia, Brussels inherits the best of both cultures: Flemish creativity coupled with the strong Walloon storytelling.
  • Its creative entrepreneurial landscape.

What are the biggest challenges you faced when starting up your business?

  • We Tell Stories was initially started alone by Joan, as a freelancer – so one of the biggest challenges was finding and hiring someone to help manage the project once it started to grow. A crucial step when starting young and alone, but definitely one worthwhile.
  • Build our reputation: freelancing is easy, but no matter how qualitative your work is, some “self-marketing” is necessary once you start to build your own agency. It’s hard not to lose sight of your competency when launching a business, or consider yourself an equal amongst longstanding, largescale production companies.

Situated square between Flanders and Wallonia, Brussels inherits the best of both cultures: Flemish creativity coupled with the strong Walloon storytelling.

How did you benefit from’ expertise in the conception of your business?

One of’ – and especially their cluster’s – strengths is that they make themselves available to their entrepreneurs, providing advice, guidelines and contacts. Their wide range of services and help also means that they have a great overview on Brussels’ media ecosystem.

Moreover, we’re currently trying to build a project in Brussels that will see the creation of an audio-visual and communication coworking space, training centre and conference hall. is connecting us with a several of their partners – including – to make our project come true.

List three pieces of advice you would give to the budding entrepreneur.

  • Never forget that people matter. We successfully built trust not only with our clients, but also – and perhaps more importantly – our providers. Combined as a team, they will make your business grow. Listen to and cherish them, and they will cherish you back.
  • Don’t hesitate to ask for help: providers, friends,, your mom – whoever you want or need. Entrepreneurs often face difficult times, and talking about it will lead to answers, new relationships and opportunities. By sharing your experiences, successes and failures you’ll help others out, and vice versa.
  • Dream big; dare to take the leap. One day you’re a freelancer who doesn’t know if they’ll book another job, the next you’re an owner of two companies with a decently sized staff. Step out of your comfort zone and put yourself in danger.
92-94 Square Eugène Plaskysquare (1030)

Do you want to bring a new dimension to the world like Joan and Samantha?