Project notes
Where attention actually went.
Fifteen years of watching what people actually stop for, written down. No theory we have not tested on a real client budget.
The shift
Social media did not join conventional media. It replaced it.
Television bought you a slot. The feed makes you earn every second. What that actually changes about the video you commission.
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Kit
The Sony FX5 and the quiet death of the big crew.
A cinema camera that one person can actually run all day. What that does to budgets, to shoot schedules and to what a small brand can now afford.
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What is next
The iPhone 18 Pro and the Duo mean people will watch more, not less.
A folding phone that opens into a screen changes how long someone will sit with a video. Here is how we are cutting for it.
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