40 Under 40 2025: Dan Epstein, CNN International

Dan Epstein

APAC head of creative production (Create)
CNN International
Hong Kong

From Cape Town documentaries to APAC brand storytelling, Dan Epstein’s career has been a masterclass in marrying editorial rigour with creative production. Early work producing environmental conservation documentaries instilled a keen eye for narrative, while stints at the Wall Street Journal, Reuters, and Great Big Story honed his skills across arts, culture, politics, and business. In 2020, he added a part-time MBA at the University of Hong Kong to his toolkit, graduating in 2022 with a marketing focus, ready to scale storytelling across the region.

As head of creative production for CNN’s Create APAC, Epstein manages a team across Hong Kong, Singapore, and Tokyo, to oversee branded content that spans technology, automotive, financial services, airlines, government and tourism. Over the past two years, he has grown the APAC team, mentored two senior creatives to lead verticals, and recruited talent across three offices whilst improving output quality and trimming outsourcing costs. This contributed to a 15% reduction in the Studio’s 2025 rate card cost, demonstrating a disciplined approach to scaling production without compromising quality.

He has led story development, pitching and delivery with a philosophy that impactful storytelling does not require massive budgets. Formats like Zoom, Explainer, and Compact Camera now offer clients lower-cost, high-value content solutions, unlocking new revenue streams.

Leadership for Epstein is built on the bedrock of a culture of curiosity, collaboration, and inclusivity, documenting best practices for carbon-neutral production, brand product integration, talent engagement, and generative AI use in content. He has run negotiation workshops for his team, hosted personal storytelling and vulnerability sessions, and actively mentors interns and junior professionals to cultivate both skill and confidence.

Diversity and inclusion underpin his work, from championing a team representing seven nationalities that are 70% women, to ensuring campaigns reflect local voices and global perspectives. His productions spotlight stories from an array of talent: a Mongolian artist, a female surfer in Australia, and a Korean opera singer, giving platforms to often-overlooked perspectives while enriching brand narratives.

Beyond the studio, industry contributions include keynotes in Taipei, Bangkok, and Shenzhen, to share insights on human-centred storytelling in an AI era and the commercial value of authentic narratives. Through Create Responsibly, he has also driven APAC-wide adoption of carbon-neutral productions, and educated clients and peers on sustainable filmmaking practices.