When it comes to branded content, everyone gets excited about the big “hero film.” The cinematic one. All resources from our team and the client are pulled into this “masterpiece.”  But here’s the truth I think nobody really wants to say out loud -  It ’s the 30-second version that does most of the work! (Oh yes I did)  That short cutdown is usually the video that gets pushed across social media and actually watched by the majority of people. It’s the one that gets all the im

It’s a question we get A LOT! When it comes to branded content, the “right” length depends on your story, your audience and what you want to achieve. But there are industry norms, and understanding them helps you make better decisions on your creative needs. 🎬 Story First If your main video leans toward a (human) story, it deserves room to breathe and to have some depth for viewers to connect on a deeper level. These videos rely on emotion and pacing so there's some impact

Photo by Thiago Matos I’m not going to make this about AI. But I’m a bit over constant the pressure and FOMO feeling that we could/should/will be screwed if we’re not using it more. It’s been super helpful where I do use it, so I’m not trying to knock AI at all. My unpopular opinion here isn’t about that. It’s about who/what we’re using to tell stories. It’s the utter gutter I’m seeing on our screens. With all this digital noise and it getting more and more crowded with AI-dr