There is a sentence we hear quite often in film production:

“We should probably still get that in as well.”

Then another USP is added.

The company history.

The new product.

The sustainability strategy.

The three locations.

The team.

The technology.

And of course the call to action.

In the end the film runs for seven minutes.

And no one remembers anything.

The problem is not that the information is unimportant.

The problem is that it does not all belong in the same film.

A film is not a container into which you squeeze as much information as possible.

A film is a decision about what someone should feel, think or do.

And for that, you sometimes have to leave quite a lot out.

Because attention does not work like storage space.

More content does not mean more impact.

Often it simply means:

more content.

What should happen after this film?

That may be the most important question before every production.

Not:

“What do we have to tell?”

But:

“What should happen afterwards?”

Should someone encounter the brand for the first time?

Then perhaps you need one thought that sticks.

Should someone understand a product?

Then it can become more concrete.

Should someone build trust?

Then people, stories and proof help.

And if someone is close to a decision?

Then information suddenly becomes rather useful.

Many companies still try to generate attention, build trust, explain the product and close the sale — all with a single film.

That is a bit like presenting your business plan, tax return and marriage contract on a first date.

You can do it.

But it may not be the best dramaturgy.

A film does not have to say everything.

It has to say the right thing — at the right time.

And sometimes the best information is the information you deliberately leave out.

#frischebrise|