Case studies that stop where the evidence stops.

Context

Feed placements autoplay muted. That is not a claim about any particular advertiser, it is how the surfaces are built, and it means a spot whose argument lives in its voiceover is a spot that makes no argument at all to most of the people it reaches. The standard response is to caption the film and move on. The better response is to find out whether the voiceover was doing any work in the first place — which requires shipping both versions and looking.

Context

Property is a long, high-consideration purchase. Somebody who has never heard of a development and somebody who is deciding whether to book a site visit need different things from a video: one needs a reason to care in three seconds, the other needs detail, scale and the answer to the question they have already half-formed. A single film asked to serve both tends to serve neither, which is why property marketing so often ends up with one over-long walkthrough that nobody finishes.

Context

A company film is usually commissioned as one artefact and then immediately asked to be six. The website wants twenty seconds above the fold, the deck wants the founder saying the one useful sentence, the social channel wants something under fifteen, and every one of those requests goes back to an editor who is no longer on the project. Six months later the film is stale and the studio quotes for a re-cut.