Christian Climer - Director of Photography

Introduction: The importance of video has continued to grow at a steady rate over the last few years. What was once seen as mainly a tool for brand awareness has become more and more useful for engaging customers and driving sales as well. What makes video so powerful? First, people are visual by nature. We like to see and feel. When we’re thinking about a problem or topic we tend to visualize the situation. When a friend tells us about their day we can see it happening. It’s not just the images themselves, but their color and tone as well. Visuals and audio are extremely important, but the real punch comes from combining the two with one of the most powerful tools in the human arsenal. Storytelling. Stories are how ideas spread. They are how movements grow. A study published in The Harvard Business Review has demonstrated how a well-crafted narrative can cause our brains to release oxytocin (the love hormone) which is a driving force for social connections. The more we connect with a movement, idea or brand the more we are motivated to buy-in or be associated with it.