The Best-Performing Video I Made Was Not the Flashiest

Early on, I put a lot of weight on the parts other creatives notice: camera movement, transitions, effects, pacing, and whether a shot felt cinematic enough.

Then I filmed a series for a high-value dental treatment. The videos were simple. A doctor explained what the patient was worried about, what the treatment did, and what someone could expect next.

That project paid more than many of the flashy projects I had been proud of, and the videos helped the right people move closer to the business.

A creative can appreciate the gear, the grade, and the edit. The customer is asking whether this is for them, whether they trust the person, and whether taking the next step feels safe.

Sometimes the more a piece tries to perform, the further it moves from the information that would have made it useful.

Before choosing a style, decide whose decision the media is meant to support. What are they uncertain about? What do they need to see? What would make the business easier to trust?

The answer may still call for something beautiful. It just means the beauty has a job beyond proving that someone knew how to make it.