The more perfect images become, the harder it is to believe them.

That is one of the interesting paradoxes of our time.

Artificial intelligence can now generate people, places and entire worlds that never existed. At the same time, the appetite for stories that actually happened is growing.

Perhaps that is no coincidence.

Because the easier it becomes to invent something, the more valuable what cannot be invented becomes.

A real person.

A real place.

A real story.

That is exactly why brands are rediscovering the documentary.

Not as a report about their own company. But as a form of storytelling.

People talk about their work. Products are shown where they are actually made. Stories grow out of situations that cannot be fully controlled.

That can sometimes look less perfect.

But it can say more.

Companies in particular have an advantage here that they often underestimate: they already own stories.

In their employees. In their history. In their products. In the people who use them every day.

The task is not always to invent a better story.

Sometimes it is enough to find the right real one.

#frischebrise|