As creative professionals, we’re constantly trying to figure out what the market is doing? What kind of creative work is reaching people?

Sure there’s the obvious stuff like “that’s a cool camera angle”, or “that’s a great use of that effect”,  but what really catches our eye, (and I believe the eyes of clients and viewers) is a well communicated, original idea… in classical terms:  a good concept.

The de-facto video is: A. Show up. B. Get an interview with one or two people C. Get some really pretty B-roll. D. Edit it to music.

It’s easy, it’s quick, and it doesn’t require a script, a storyboard, a shot list… you get the idea. No concept. And let’s face it, there are a ton of people out there who can capture good interviews and b-roll. Some are worse than us, others are better.

So what can set your work apart from the competition? Yes, you could capture prettier b-roll than they do (sometimes)…. or you could consistently come up with original ways to “Show and not tell”.

I’m convinced that there is a sea of amazing videographers and editors out there, but in this new digital landscape, “Ideas are the new currency.”

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