We need to align on our goals, audience, and distribution plan before we even touch a camera or dive into preproduction. Intentionality beats impulse. The truth is—we end up with the strategy we started with. If we don't have one to begin with, there won’t be one at the end.

Let’s stay honest—and human.

Every problem we’re solving is rooted in people, and so are the stories worth telling. Vulnerability creates connection, and connection is what moves people. Yes, beauty can inspire awe. Compelling content might even stir sympathy. But without a real connection to the pain point—to the humanness of the subject—the emotion fades, and the moment passes without action.

The work doesn’t stop at “publish.” We have to build momentum—through campaign rollouts, event integration, and episodic storytelling—to make sure our message sticks, spreads, and sparks action.

We can’t afford to think in silos. People don’t live in silos. They just live. We need to meet them where they are. That means showing up at multiple points, across multiple channels. If we don’t, our work risks getting lost in the noise—no matter how powerful the story.