MEET DEEPLY ROOTED

Stronger families and children

At Deeply Rooted, we are an impact-driven development and production company dedicated to telling transformative stories that make families better together. We celebrate the innocence of childhood, encourage imagination and wonder, and promote healthy family values. Our desire is to support families in teaching children their identity and purpose by providing engaging films that show the truth about God’s good love. Our stories model healthy connection and encourage shared adventures, ensuring families experience the goodness of God and life lived together.

OUR DIFFERENCE

Deeply Rooted multiplies impact through A shared SERVICES MODEL TO WRITE, DEVELOP, producE, own, and distributE empowering FAMILY-FOCUSED content.

Leadership Team & Key advisors

Tricia Halsey

Visionary, Strategist, Impact Architect
Tricia Halsey is the visionary founder behind Deeply Rooted. She brings to Deeply Rooted over 20+ years of wisdom and expertise as an entrepreneur, consultant, non-profit founder, executive leader and trailblazer in the leadership, learning, and personal transformation space, especially for children and families. New to entertainment, Tricia was the one who dreamed up Deeply Rooted’s business model with Joel and Jason Clark in 2021 and has led the team to build capacity and momentum for three years prior to Deeply Rooted’s launch in 2024.
Tricia’s ability to see and operate from a 50,000 foot view gives her the perspective to see possibilities, purpose, problems and people differently than most. She thinks big and isn’t daunted by the “impossible.” Her sweet spot is where vision and strategy intersect with impact, especially for the transformation of children, families and social systems. Impact is her final bottom line. It is precisely Tricia’s “outsider” perspective in entertainment that makes her wisdom incredibly valuable as the start-up CEO of Deeply Rooted.
Tricia is the thought leader behind Generous Leadership® and the creator of the Big Idea Project® model and curriculum. She founded and served as the Executive Director of Big Idea Project, a Colorado nonprofit with a mission to release the leadership potential of students. Through Tricia’s creative problem-solving, Big Idea Project equipped high school students to be generous leaders through hands-on project-based learning that provided them with work-relevant experience, increased wellbeing and gave them the opportunity to lead real change in their communities. Big Idea Project programs earned the right to integrate within Colorado’s public school classrooms, and in many cases replaced traditional core subject curriculum with relevant real-world work that re-engaged students in their learning. Her efforts achieved unparalleled results: a 98% mission success rate with students and a perfect 10 out of 10 Net Promoter Score from teachers, Big Idea project’s customers. As the lead content developer, fundraiser and program sales lead, Tricia refined her ability to gather a vast network of people and resources around a common vision. Through eight years of continuous improvement with over 6,000 students, she discovered the key methods that shift old paradigms to change beliefs and behaviors: experiential learning and the power of story. Big Idea Project was awarded the 2016 Chick-fil-A True Inspiration Award, their most prestigious non-profit award, for the West Region of the United States. In 2019 her alma mater, Pepperdine University, selected her for the Outstanding Alumni, Woman in Leadership award.
Prior to Big Idea Project, Tricia helped entrepreneurs start and build their businesses as a strategist, operations executive, content developer and international nonprofit program executive.
Tricia earned her M.A. in Leadership from Denver Seminary and Bachelor’s from Pepperdine University. She lives in Charlotte, NC with her husband Bryan and two sons, Noah and Micah.

JOEL N. CLARK

Writer, Producer, Director
Joel N. Clark brings to Deeply Rooted over 20+ years of experience in the film industry as a producer, director and writer. Much of Deeply Rooted’s identity was birthed from Joel’s love for epic adventure, his child-like wonder for the fantastical, and his genius for finding, creating and telling the BEST stories. Every seasoned and successful filmmaker will tell you the excellence of a film rises and falls on the quality of the story. Momentous, spell-binding story isn’t only what Joel does, it’s the essence of who he is.
As the Producer and Director behind A Family Story Films (www.afamilystoryfilms.com), Joel has ventured into the world's most isolated and dangerous locations, producing documentaries, series, and films on all seven continents. His projects have shed light on gripping issues such as child soldiers in Haiti, the journey of the undocumented, and the Ebola crisis in Sierra Leone, among others.
Throughout his distinguished career, Joel has garnered 25 Telly Awards for commercial work on all seven continents, directing campaigns for Sony, Coca-Cola, Tag Heuer, and Oakley. Joel has achieved numerous "Winner" and "Official Selection" recognitions at premier film festivals globally like the 168 Film Festival, Indie Fest, and the Los Angeles International Film Festival, where he also won Best Screenplay. As the lead producer/director of Curious Culture, South Africa's top primetime series for four years, Joel refined his art impactful storytelling. His collaborations with A-list producers such as Ralph Winter, Simon Swart, and Rick Kain have further cemented his status in the industry. Joel’s films have reached wide audiences through distribution deals with major entertainment platforms like Netflix, Amazon, The Orchard, and 1091 Media, as well as Chicken Soup for the Soul.
Joel is also a New York Times Bestselling author. His extensive bibliography includes both fiction and nonfiction, with collaborations featuring notable figures like Mark Batterson, Senator Tim Scott, and Matthew West. Joel's storytelling prowess is recognized through his numerous awards for exemplary screenplays.
Based in Washington, DC, Joel lives with his wife Megan, daughter Juno, and son Elah.

Jeeva Ratnathicam

Finance and Investing Strategist, Operator
Jeeva Ratnathicam is the finance and operations mastermind behind Deeply Rooted. He brings over 25 years of experience as a Chief Financial Officer in various roles, including serving as in-house VP of Finance for two multi-national technology corporations, and fractional CFO for several start-ups and early-stage companies. At the same time, Jeeva is driven by his own personal conviction that healthy family is the foundation for raising healthy children. His passion and his expertise fills a critical role for Deeply Rooted by bridging the visions, strategies and creative ideas with practical models and plans so that all stakeholders can confidently join with Deeply Rooted to make films that transform families.
As the founder and CEO of Crossover Consulting, Jeeva works with companies in various stages of growth across a broad range of industries to implement hands-on multi-disciplinary strategies to achieve operational goals. He finds true fulfillment in guiding leaders to bring their visions into reality, bringing out their best, and building relationships that unlock success.
Prior to founding Crossover, Jeeva spent two years as a consultant with Newport Capital Bank & Zivaro Holdings. Previously, he served for 3 years as the Vice President of Finance for TeleTech Holdings, Inc., a segment of TeleTech, a $1.3 billion NASDAQ-traded company, where he was the finance leader of $260MM of global company revenue, was responsible for the successful turnaround of three unprofitable business segments, and was a key executive in global business transactions in the Middle East, Asia Pacific and Europe. Prior to joining TeleTech, Jeeva was the CFO for Global Technology Resources for 5 years, driving dramatic revenue growth from $40MM to $180MM and establishing operational and financial infrastructure to support a diversified government and commercial customer base. His previous management consulting experience included 7 years working with distressed and growth-based business, as well as entrepreneurial ventures across multiple industries, including CPG, software, manufacturing, and technology.
Jeeva holds a BS in Accounting from Pepperdine University and is deeply invested in the lives of his three children, Nathan, Caleb, and Rayne.

JASON CLARK

Writer, Producer, Musician
Jason Clark is a family systems influencer, writer, and producer with over 30 years of faith-based content. Jason’s unique blend of creative talent and pastoral heart gives substance to the why behind what Deeply Rooted does: to unleash people’s God-given potential through the context of family. Armed with a profound conviction that God is always good, everything Jason says, writes and does encourages people to consider that the love of God is far better than we think. Jason’s storytelling inspires wonder. His brilliance shines within the collaboration process where he unearths, sharpens, and releases the power of story to transcend and transform.
Jason is currently the Executive Director of A Family Story, a nonprofit that reveals the goodness of God’s love through speaking, writing, podcasts, music, and film. Under this mission, Jason co-hosts the popular podcast, Rethinking God with Tacos, that has over a million downloads. He has authored several bestselling books including, Leaving and Finding Jesus and Prone to Love as well as numerous articles and blogs. Prior to A Family Story, Jason served in pastoral roles as a Worship Pastor, Family Pastor, and Director of Ministries for over twenty years.
In addition to his ministry, Jason has co-written several books, most notably with NYT Bestselling authors, Donald Miller (The Open Table)and Mark Batterson (Surrendered & Untamed – A Discipleship Guide). He has ghost written and co-written many memoirs, most notably, Cross Stitched with former NY Yankees pitcher, Jason Grimsley. As a filmmaker, Jason has written and produced award-winning films in genres spanning documentaries, faith-based discipleship, TV and feature film, including the award-winning short film, Super.
From 1996 through 2006, Jason was the singer/songwriter for the band Fringe. They released several albums including For the Vagabond Believer and critically acclaimed One More Day to There. Jason also released two solo albums, Surrendered & Untamed, and Heaven’s Crush.
Jason and his wife, Karen, live in North Carolina with their four children, Madeleine and Joseph, Ethan, and Eva.

SIMON SWART

Distribution and Production, High Budget Films
Former Fox Senior Executive and Producer, Simon Swart has 25+ years of studio experience. He has experience leading large franchises, such as Star Wars, Avatar, Planet of the Apes, X-Men, and more. Simon’s work includes many of the most acclaimed independent films such as Napoleon Dynamite, Black Swan, and Slumdog Millionaire, to name a few. He has produced several independent movies including The King's Daughter, Six Below, and I Can Only Imagine, which was the biggest independent movie of 2018. More recently, Simon took on the Lead Producer role at Nthiba Pictures where he produced I Am All Girls, Redeeming Love, and Boy Kills World.
IMDb: Simon Swart

david marks

Impact Investor, Business Executive
For 54 years David built a small family business into a leader in the metal manufacturing industry, eventually exiting through a sale in 2023. David lives by the belief that God owns everything and he is God’s steward to use the tools God has given him for Kingdom purposes. As an Impact Investor, David knows that unlocking impact requires the right people, therefore he’s an investor in people first, then the businesses/ventures those people lead. David is a spiritual father to many, including the founders and executives behind Deeply Rooted.

mark batterson

Influencer, Pastor, NYT Bestselling Author
Mark Batterson is the Lead pastor of National Community Church in Washington, DC. NCC owns and operates Ebenezer’s Coffeehouse, The Miracle Theatre, the DC Dream Center, and Capital Turnaround to provide community spaces and funds for Kingdom causes. Mark is lead visionary for The Dream Collective which equips dreamers who long for revival in the church, reformation in the kingdom, and renaissance in culture. Mark’s visionary leadership made NCC the second largest property owner in DC and a key city influencer. Mark is a New York Times bestselling author of numerous books including The Circle Maker, Double Blessing, and Win the Day.

SHAWN RING

Founder, CEO & President, Avodah, Inc.
Shawn is Founder, CEO, and President of several technology-based businesses, domestic and international, with 28+ years of experience. Born in the United States, Shawn has an extensive history as a technologist, business leader, speaker, connector, and a Bible Translation and healthcare advocate. Shawn brings over 28 years of experience in international and domestic business, with start-up growth exceeding $130M in annual revenue in B2C and B2B models. Shawn is a second-generation Pastor and holds an M.B.A. in International Business and a Bachelor of Information Technology, Data Communication, and Global Networks from American Intercontinental University.
While his history began within the United States, over half of his history is focused alongside the global church–serving initiatives founded in Lausanne, Global Day of Prayer, Global Inquiry, and Transform World. He has started, counseled, and overseen businesses and ministries located and serving in the United States, Fiji, Singapore, India, the Democratic Republic of the Congo, Ghana, Cote d’Ivoire, Kenya, Mozambique, Israel, Mexico, and South Africa. Shawn has worked closely with domestic churches, non-profit ministries, and businesses.
Shawn Ring is married to Brenda Ring. Together they have four adult children, two now married and three grandchildren.
Shawn has a BS degree in Information Technologies, and a MBA degree in International Business and cross-cultural Leadership.

ESTHER FEDORKEVICH

Founder & CEO, Fedd Agency
Esther Fedorkevich is the founder of The Fedd Agency. She launched her career in 1997 as a salesperson for a major book publisher. Within six months, Esther sold a million dollars in products. From there she went to work for Dave Ramsey, a New York Times best-selling author and television host with a nationally syndicated radio program. She worked in the publishing department, selling and marketing Dave’s books and other projects, and fell in love with book publishing. When Esther was pregnant with her first child, her entrepreneurial spirit was charged and decided to venture out on her own, selling books and ideas as a literary agent.
Esther founded The Fedd Agency in 2003 and began investing in authors. Her first client came to her for help when William Morris could not secure a book deal, even after pitching it for two years. With her innovative intervention and her acute business sense and selling skills, Esther got the author a three-book deal within two months. Esther continues to hone her innate marketing and sales talents, coupling that with a passion for selling life-changing books. Esther firmly believes she doesn’t just represent authors, she represents and builds futures.
Using her natural entrepreneurial sensibilities, Esther also negotiates deals for film, television, and other derivative products. Additionally, The Fedd Agency offers agency guided publishing and audio book production services.
Esther lives in Austin, TX and has and two rockstar kids, Alexi Jane and Paul Gregory. In her spare time, you can find Esther shooting hoops, swinging a golf club or tennis racket, reading, or cooking gourmet meals for her family and friends.