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Anima Media, formerly named Chocolate Moose Media, was founded in 2010 by Jasmine El Mulki. She holds an academic background in Social Anthropology, Cultural Theory, and Script Development. Before establishing Anima Media, she worked for international Film Festivals, the BBC, Sony International, and served as Associate Producer to Oscar-winning Animation Producer BreakThru Films UK. Additionally, she held the position of Greenpeace Switzerland's Head of Geneva Office & Digital Campaigner and is a member of the International Union for the Conservation of Nature's (IUCN) Commission on Education and Communication.

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Jasmine continues her training in Non-Violent Communication and Mindfulness and resides in Zürich, Switzerland.