Rarest Rose
"What you seek is seeking you."
A troubled videographer sets out to make a
documentary about a charismatic musician and
activist — only to be pulled into a criminal
investigation of her untimely death.
Plot
When Malcolm, a young videographer, sets out to create a documentary about Rose May—a celebrated musician and homelessness activist—he hopes to honor a rare and radiant soul.
But as interviews with those closest to her reveal a far more complicated portrait, Malcolm finds himself drawn into an increasingly unsettling investigation.
Director's Statement
What begins as a documentary gradually transforms into a psychological mystery, blurring the line between objective truth and subjective experience.
Rarest Rose is a psychological mystery exploring the hidden psychological and spiritual dimensions of trauma. Through the story of a videographer investigating the death of a former classmate, the film examines the ways the psyche protects itself from encounters with evil.
Blending mystery, psychological drama, and allegorical storytelling, Rarest Rose serves as the foundational chapter of the New Mythos universe—an interconnected body of original works exploring trauma, transformation, and transcendence.
- BRAD ETTER
Combining noir-inflected suspense with themes of trauma, identity, and transcendence, Rarest Rose serves as the foundational chapter of the New Mythos universe.
Rarest Rose is fiscally sponsored by Creative Visions, a 501c3 nonprofit organization that supports creative activists, those that use the arts and media to ignite social change.
THE TEAM
BRAD ETTER
WRITER/DIRECTOR
Brad Etter is a filmmaker, writer, and director whose work spans narrative film, documentary storytelling, music videos, and commercial media. A graduate of the Film Directing program at Tribeca Flashpoint Academy, he began his career in post-production before transitioning into directing original narrative projects.
His directorial work includes the award-winning short films Morning Announcements and Me + You, both recognized for their emotional depth and distinctive visual style.
Over the past decade, Brad has developed and produced a wide range of creative projects while continuing to refine his voice as a storyteller, frequently collaborating with producer Julia Steinberg across music videos, narrative works, and feature film development.
He is the founder of New Mythos Productions and is currently developing Rarest Rose, his first original feature film.
REID ETTER
SONGWRITER - ROSE'S ORIGINAL MUSIC
Reid Etter is a singer-songwriter and musician whose work is rooted in a lifelong passion for music and emotionally driven storytelling. As a performer, he has appeared at iconic Los Angeles venues including The Viper Room, developing a distinctive voice shaped by both classic and contemporary rock influences.
For Rarest Rose, Reid is developing the original songs performed by Rose May, helping to define and capture the character's iconic artistic identity and vast, conflicted inner world through music. The project marks his first major creative collaboration with writer-director Brad Etter, bringing together two brothers whose artistic paths have evolved in parallel for many years.
JULIA BARBIE
PRODUCER
Julia Steinberg is a producer, director, and creative executive with more than fifteen years of experience developing films, music videos, and multimedia projects. A graduate of the California Institute of the Arts (CalArts), she began her creative career with a background in computer science, design, and visual media before expanding into producing and artist development.
Known for her leadership, organizational expertise, and collaborative approach, Julia has overseen a wide range of productions, consistently delivering projects on time and within budget, and treated her crew like royalty along the way.
Julia has collaborated with Brad Etter for more than a decade across music videos, narrative projects, and feature film development. She currently serves as Producer of Rarest Rose and plays a key role in the development of New Mythos Productions.
LEILA STEINBERG
PRODUCER
Leila Steinberg is a producer, artist manager, educator, and social impact leader whose career spans music, film, and community advocacy. Best known as the mentor and first manager of Tupac Shakur, she has spent more than three decades developing artists and using storytelling as a catalyst for healing, emotional literacy, and social change. She is the founder of AIM4TheHeART, a nonprofit organization that empowers youth through creative expression and arts-based education.
Throughout her career, Leila has collaborated with artists, educators, and community organizations to amplify underrepresented voices while producing projects that bridge entertainment and social impact. Her work has established her as a respected advocate for transformative storytelling and the role of the arts in fostering resilience and human connection.
As a producer on Rarest Rose, Leila brings decades of experience supporting meaningful dialogue around trauma and addiction, and using storytelling to inspire empathy, healing, and lasting social change.