After over 10 years of working in the Broadcast Media biz with Channel Four, E4 and Discovery US, the subversive, award winning film director Emily James has set about devising a totally unique production model to fund and distribute her pioneering new project. The film, Just Do It documents the inside story on the UK's biggest trouble makers, featuring the innovative climate change activist groups Climate Camp, Climate Rush and Plane Stupid.

Back in 2002, while still a film student the Guardian wrote 'Emily James is a genius… and will in time be revered as a television innovator'. Just Do It, lives up to that claim. In our interview we discover more about the autonomy of the crowd via match funding, the freedom of Creative Commons, and inciting people to take action (including someone from Top Gear!).

The Just Do It match fund campaign with Lush Cosmetics Ltd ends on 31 Oct, the target is £20k. For every pound you give, Lush will match it (Run Riot gave £20 - every bit helps, right!). You can donate via their website here: http://just-do-it.org.uk/donate/20k-in-20-days

A special rough cut preview (2x 20min) of the film will be screened at The Frontline Club on Fri, 29th Oct. The completed, fully edited (90min) version will be distributed in Spring 2011.

Read the INTERVIEW here.