From the first frame on his reel, you can see the powerful graphic structure of Rich's work. The images Rich creates are arresting and provocative. You can watch one of his scenes a hundred times and marvel at the artistic simplicity or discover yet another nuance that wasn't there the time before. But the "look" - which evolves from concept to concept, is just a wonderful frame for the people Rich directs. From seasoned actors and performers to real people, kids and dogs, Rich understands the dance of emotions that keep us as viewers connected to a concept. As a storyteller, his documentary background shines through. There is a natural logic, skewed by Rich's Midwestern perception of the narrative journey. Creating and capturing a truth and honesty in an unreal situation is one of the hallmarks of Rich's work.