Podcasts. Branded storytelling. Creative direction.

From the creators of CBC's PlayME.

Start a conversation
Chris Tolley and Laura Mullin working through a script with a writer.

We come to podcasting from the world of storytelling.

We're Laura Mullin and Chris Tolley, award-winning storytellers with over two decades of experience across audio, film, television and theatre. As co-founders of Expect Theatre and the creators of CBC's PlayME, we've turned Canadian plays into cinematic audio drama recognized by the Doras, the New York Festivals and the Webbys. We make original podcasts, video podcasts, documentary and interview series, and branded, story-led media for organizations with something worth saying.

We've also spent years working in the corporate world, and we've learned that the same thing holds true there as anywhere else: audiences can tell when something is real. So we bring what we know about authentic storytelling to brands and organizations, and we know how to make it work inside the realities of the job: a dozen stakeholders, approvals, deadlines, and still coming out the other end with something people actually want to listen to.

Creative storytelling, from people who get how the real world works.

From first idea to final audience.

We can take a project from the first conversation through production, post and launch. Or step in wherever you need us.

Three actors at music stands recording a PlayME session.
A PlayME recording session
The mixing desk in the studio.
In the studio
  1. 01

    Find the story

    Every project starts with what you want to say and whom you want to reach.

    • Concept and format development
    • Story and content strategy
    • Research and interviews
    • Series and episode structure
    • Host and guest development
    • Production planning
  2. 02

    Bring it to life

    Where our background in podcasting, theatre, film and television comes together.

    • Audio and video production
    • Interviewing and direction
    • Studio and location recording
    • Creative direction
    • Host and guest prep
    • Production management
  3. 03

    Shape the story

    Recording is only the beginning. We find the strongest story in the material and build the finished piece around it.

    • Story and structural editing
    • Audio and video editing
    • Sound design and mixing
    • Music
    • Graphics and finishing
    • Trailers and social content
  4. 04

    Put it in front of people

    We turn the finished production into something audiences can find, hear and share.

    • Podcast distribution
    • YouTube and video platforms
    • Launch strategy
    • Episode and promotional copy
    • Social clips
    • Audience strategy
Eric Peterson at the microphone, recording an episode of PlayME.
Eric Peterson recording an episode of PlayME

The PlayME difference

Story first. Always.

We come to this work as storytellers. Our experience spans award-winning podcasts, theatre, film and television, plus years of making work with organizations and multiple stakeholders.

So we understand both sides: how to make something people actually want to hear, and how to make it work for the organization behind it.

Become the leading voice in your field.

A branded podcast brings your expertise to a global audience. It turns your work and the stories behind it into compelling conversations that make your organization a trusted authority.

46%

of Canadian adults listen to podcasts every month.

51%

of those listeners also watch.

40%

use YouTube most often for podcasts.

Source: Canadian Podcast Listener / Triton Digital, 2026.

Lead the conversation.Become the place people turn to understand your field.

Reach beyond your walls.Build an audience that goes well beyond the people who already know you.

Show your impact.Funders, investors and leading decision-makers will see your value.

Reach more people for less.A podcast reaches a large, global audience for far less than broadcast or video advertising, and every episode keeps working for you long after it airs.

Imagine the stories you could tell.

  • A museum. One object, one remarkable story each week, revealing the people and ideas that shaped our world.
  • A university. A weekly series about alumni changing lives, showing how ideas born on campus can have a global impact.
An actor recording a PlayME session at the microphone.

Stories made for an audience.

Created, hosted and produced by Laura Mullin and Chris Tolley, CBC's PlayME turns Canada's best plays into audio drama for more than a million listeners in over 90 countries.

Award-winning work.

  • Webby Award Honoree, 2016Webby Award Honoree
    2016
  • New York Festivals Radio Awards, GoldNew York Festivals
    Radio Awards · Gold 2020
  • New York Festivals Radio Awards, Silver 2025New York Festivals
    Radio Awards · Silver 2025

Together, Chris and Laura have created innovative work for leading organizations.

  • York University
  • Novo Nordisk
  • Dairy Farmers of Ontario
  • BC Milk Marketing Board
  • Dairy Farmers of Nova Scotia
  • Fédération des producteurs de lait du Québec
  • MakeWay
    (formerly Tides Canada)
  • Association of Fundraising Professionals
  • Toronto International Festival of Authors
    (formerly International Festival of Authors)
  • Milk International Children's Festival of the Arts
  • East Scarborough Storefront
  • Artscape
  • Diabetes Canada
    (formerly Canadian Diabetes Association)

The people you'll be working with.

Portrait of Laura Mullin.

Laura Mullin

Co-founder · Producer · Writer

Laura Mullin is an award-winning producer, writer and director with experience across podcasts, theatre, film and television. She is co-founder and Co-Artistic Director of Expect Theatre and co-host and producer of CBC's PlayME, bringing Canadian storytelling to audiences around the world. Her work has earned five Dora Award nominations, Gold and Silver at the New York Festivals Radio Awards and a Webby honour, with commissions from CBC Drama, CBC Kids, CBC Podcasts and CBC Radio. She has also served on the Grand Jury for the New York Festivals Radio Awards. An award-winning writer, Laura received the Open Book Short Story Award and a Herman Voaden honourable mention and was a contributor to CBC.ca for six years.

Portrait of Chris Tolley.

Chris Tolley

Co-founder · Producer · Director

Chris Tolley is the co-host and producer of CBC's PlayME and a leading sound designer, editor and podcast creator. His work has earned Gold and Silver at the New York Festivals Radio Awards and recognition from the International Academy of Digital Arts and Sciences. He has produced series for CBC Radio, Television and Podcasts and has extensive multimedia and live production experience across Canada and the United States. His innovative integration of multimedia into live performance has earned five Dora Award nominations. As President of the Playwrights Guild of Canada, he champions the craft of storytelling, and brings that same care for narrative, character and emotional resonance to podcasts that help brands connect with listeners.

Together, Laura and Chris bring decades of storytelling experience and an understanding of what it takes to deliver ambitious creative work within professional and corporate environments.

Have a story worth telling?

Whether you have a fully formed idea or just the beginning of one, we'd love to hear it.

Let's put it centre stage.

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