11 Dollar Bill has added editor Erik Tobeler to its creative team. Tobeler, who brings experience in advertising, branded content, documentaries and other media, will be based out of the company’s Boulder office and assume the post of creative lead. Among his first projects is a moving PSA for The Climate Reality Project which launched during the organization’s annual 24 Hours of Reality event.

11 Dollar Bill managing partner Lisa Effress notes that Tobeler has collaborated with the studio on several projects and they were impressed with his storytelling skills and enthusiasm. Tobeler began his career as an outdoor/adventure filmmaker, directing and editing documentary, lifestyle and product videos for Michigan-based Moosejaw Mountaineering. Turning his focus exclusively to postproduction, he became a freelance editor on projects for brands including Reebok, Mountain Hardware, Topo, Clif, Epic and Buff. Highlights included the short-form documentary Deep Water—Psicobloc in Vietnam with Kyrie Condie and Tim Emmett and outdoor-themed commercials for Vail Resorts and Newday Impact Investing.

“I love the craft of editing, the ability to shape stories and sometimes take them in surprising or unique directions,” said Tobeler.