Notes on craft, process, and why they matter.

A lot of corporate video is chasing an "authentic" feel through shortcuts — shaky cam, fast cuts, filters standing in for craft. Real staging and depth do the work instead.

Most "brand stories" are a testimonial interview cut against B-roll with music underneath. Here's what a story actually needs — and a simple way to test whether a piece has one.

Most projects arrive over-detailed and under-storied. Why filmmaking works in stages — concept, treatment, script — and what that order gets you.