The Ice Cream Trick That Funded an Emmy-Winning Agency

A Simple Habit for Financial Health

Ralitsa and Jason built their agency without outside funding, loans, or risky spending. One of their cornerstone practices?
Monthly financial reviews, always followed by ice cream. This habit turned tedious but critical work into a rewarding ritual.

“We go out for ice cream. We really do, yes sir.”
—Ralitsa Carter

They maintain a three-month financial reserve at all times and allocate revenue across savings, operations, and reinvestment with discipline. It’s not flashy, but it’s foundational.

When Passion Meets Precision: Winning an Emmy

Their Emmy-winning project, I Paint Music, began as a collaboration with a local artist who experiences synesthesia. The short film combined authenticity, emotional storytelling, and expert cinematography, produced without chasing awards or client pressure.

This project embodies their belief: that great work emerges when creativity is given room to breathe and isn’t rushed by financial panic or production shortcuts.

Building a Global Team with Culture at the Core

Twelve Legs isn’t just lean, it’s global. With team members in Colorado Springs, Barcelona, Eastern Europe, the Philippines, and Canada, Ralitsa has learned how to maintain strong communication, accountability, and connection across time zones.

Their approach?

• At least three hours of daily overlap for collaboration
• Well-defined processes to support asynchronous work
• Intentional hiring focused on flexibility and ownership