Off Script
What is the Creator Economy and how can your business use it?
In the ever-changing world of media, it may seem surprising that social media, once viewed primarily as a place for entertainment and relaxation has become one of the smartest and most effective ways for businesses to promote themselves. By partnering with everyday creators and influencers, brands can reach new audiences...
Why Professional Cameras Still Matter in the Smartphone Era
Smartphones have transformed the way we capture video. With every new iPhone release, we're reminded that a device in our pocket can shoot in stunning 4K, create cinematic effects, and produce impressive results with little effort. So it's fair to ask: Do businesses still need professional video production if smartphones...
What It’s Really Like on a Professional Film Set
For most people, the magic of filmmaking happens when they press play. For those of us behind the scenes, the magic starts long before the cameras roll. A professional production set is a carefully coordinated environment where dozens of moving parts come together to create something meaningful. Whether we're filming...
Generative AI Can Make Video. But Can It Make Advertising?
A Video Experiment with Generative AI I asked AI to make an advertisement for my own company. That sentence would have sounded absurd a few years ago. Today, it sounds almost routine. Open an AI video platform, provide a prompt, wait a little while, and out comes something with stock...
Why Metamer’s McDonald’s Video Worked When Two Bigger Agencies Failed
The Real Challenge for McDonald's Two much bigger agencies went first. They did what big agencies (understandably) do when the client is nervous and the brand is sacred: they made something polished, expensive-looking, and safe enough that nobody in the room would get blamed for approving it. It didn’t work....
What to Look for When Hiring a Video Production Team
Video has become one of the most powerful ways organizations communicate with their audiences. Whether you're creating a brand film, nonprofit story, corporate video, testimonial, advertisement, or social media content, high-quality video can elevate how people understand and connect with your work. But choosing the right video production team is...
Crafting Excellent Interview Questions (that get you the soundbites you need)
Great soundbites aren’t “lucky moments” you stumble into because the interview went well. They’re engineered. Not in a cynical, over-scripted way—good soundbites feel human and true. But if you’ve ever sat in an edit bay with 90 minutes of interviews and only two usable lines, you already know the uncomfortable...
The Future of Marketing
Artificial intelligence is no longer a distant concept reserved for tech labs and science fiction. It’s here, it’s powerful, and it’s rapidly reshaping how brands create content. From AI-generated images and videos to automated copywriting and data-driven personalization, the marketing world is moving faster than ever toward automation. So the...
Great Work Isn’t Enough (Unfortunately)
This is something I wish weren’t true, but experience keeps confirming it: Doing meaningful, important work is not the same as people knowing about it. I’ve worked with a lot of organizations that are doing genuinely impressive things—complex things, thoughtful things, things that took years of expertise and effort to...
What Makes a Video Successful That Has Nothing to Do With Video?
Success in video isn’t only about cameras, lighting, editing, or motion graphics. In fact, many videos fail or thrive long before anyone hits “record.” The most overlooked drivers of performance exist upstream — in strategy, psychology, distribution, and experience design. When you understand the forces that shape how audiences discover,...