Series 01–23
Editorials
Attention is only the beginning.
Thoughts on film, storytelling and brands that want to say more.
Editorial 23
The Misplaced Film
Why not every film has to sell.
Editorial 22
Good Communication Thinks in Stories. Great Communication Thinks in Systems.
Why the best film rarely works alone.
Editorial 21
The Film That Is Meant to Explain Everything
It has to say the right thing — at the right time.
Editorial 20
The Experience Brand
We remember how something felt.
Editorial 19
The Age of Proof
Proof becomes story.
Editorial 18
Purpose Fatigue
Do not say what you stand for. Show what you do something for.
Editorial 17
Behind the Scenes
Anyone can do perfect today. It gets interesting behind it.
Editorial 16
Employee Generated Content
Sometimes the brand simply shuts up for a moment.
Editorial 15
Founder Stories
Showing the person behind the brand.
Editorial 14
Branded Documentaries
Not talking about yourself — and still saying something about who you are.
Editorial 13
Employer Branding: The Brand Begins Inside
Okay. I could get into that.
Editorial 12
Recruiting Does Not Need a Careers Page
See what it is really like here.
Editorial 11
LinkedIn Is Not Facebook for Companies
People talk about what they know.
Editorial 10
When Every Image Is Possible: Why Still Photograph?
Reality can create trust.
Editorial 09
Longform Is Back: Attention Spans Have Not Gotten Shorter
Giving people a reason to stay voluntarily.
Editorial 08
Documentary Advertising: Why Brands Can Handle More Reality Again
Finding the right real story.
Editorial 07
The Death of the One Big Film: Why the Hero Film Is No Longer Enough
From a single film to a content ecosystem.
Editorial 06
Vertical Video: Portrait Is Not a Format. It Is a Way of Telling.
How people experience stories there.
Editorial 05
The Return of Real: Why Perfectly Produced Images Are Becoming Less Perfect Again
An image that feels real.
Editorial 04
Branded Entertainment: What If Advertising No Longer Needs to Interest Anyone?
Voluntary attention.
Editorial 02
Mockumentary: Why the Truth Sometimes Works Better When It Is Invented
This feels real.
Editorial 01
Micro-Dramas: The Smartphone Is Not a Small Television
Stories that give you a reason to stay.