The past decade has seen the emergence of a new kind of documentary making that marries documentary storytelling and the principles of strategic communication. Strategic impact documentary is a transmedia practice that aims to achieve specific social change by aligning documentary production with online and offline communications practices. The contemporary media environment is one in which a wide range of organizations work to achieve their political and social goals through the media. This article highlights key characteristics of an emerging form of professional documentary production, drawing attention to formal development and changing contexts of production and the implications of this for our understanding of the link between documentary and social change.