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What is this video supposed to change? It is a blunt question, and it is worth asking early, in a room with the people who will have to defend the spend a year from now. Most of what decides whether a film works happens in the weeks before anybody books a crew, and almost none of that work looks like work, which is exactly why it is the first thing to go when a deadline tightens. So let me make the case for that upstream strategy. What Post Can Fix, and What it Cannot Start w

Your values are true. They are also a conclusion, and conclusions do not travel. How documentary style video shows the evidence instead of narrating the claim.

Twenty minutes into an interview, or fifty, after the talking points have been exhausted and the subject has relaxed into the chair and stopped performing for the room, they usually say something they did not plan to say. It arrives sideways, in the middle of an answer to a different question, and it is almost always smaller and stranger and more specific than anything in the creative brief. It is also, almost always, what the film will turn on. People start where they are su