For years now, the name “SoulPancake” has been floating around the Internet, attached to unapologetically feel-good (and unstoppably viral) videos like Kid President, Kitten Therapy,and Heart Attack!, as well as disarmingly philosophical series like Metaphysical Milkshake.Yeah, we’d heard of SoulPancake. But for a long time we weren’t exactly sure what SoulPancake was. A creative agency? A Rainn Wilson side project? A, for lack of a better term, movement?

Well, sort of yes to all three. “I think we all had this belief that people were thirsty for meaningful content,” Golriz Lucina, SoulPancake’s creative director, told us about the origins of the company. “We believed the Internet could be a place where you come away feeling better for it, not worse.”

SoulPancake is SoulPancake. A self-defining, ragtag group of creatives committed to engaging the deepest questions humankind has ever asked, through one of the most vapid mediums humankind has ever created. It’s working, and some of the world’s biggest, most powerful brands are noticing.

Here’s our conversation with Golriz Lucina.

Do you have regular kitten parties at SoulPancake?

We do have spontaneous dance and cupcake parties. Usually we save them for Fridays when we have our staff meeting and give out the Badass of the Week Award. It’s a karate trophy I found at a thrift store. This guy is doing a high kick in the air. I think I paid $3 for it. Whoever is the Badass of the Week gets to put it on his or her desk. Then we eat cupcakes.

You got your master’s in editing and publishing. Have you always been a storyteller?

Since I was a little kid, I knew I wanted to be involved in an artistic field. I did theater and drama and music. My parents forced me into violin and piano. Plus dance, art classes, photography. Oh, and wood whittling. I also loved great stories, but I’d watch movies and feel like they missed the best part. “She wanted to fall in love, then she fell in love, then she got married,” and then the movie ends. I wanted to know what happened next: the real hard work of life.

Read the full interview: