If It Doesn't Move, It Doesn't Matter
WTF does that even mean?
Fair question.
It means emotion is not a decoration. It’s not a bonus layer. It’s not the ketchup atop your scrambled eggs that you slather on after the strategy deck has been micromanaged through microaggressions by twelve people in quarter zips. (Any ketchup on eggs fans? Us neither…)
Emotion is the mechanism.
It’s the only reason anybody watches, remembers, shares, donates, buys, opts in, votes, changes their mind or cares at all.
And you cannot create emotion without motion.
Not just camera motion. Not just a tasteful dolly push. Not just a drone shot as the sun sets behind a beautiful skyline pretending that it has something profound to say.
We mean emotional motion.
A journey. A shift. A before and after. A person who starts in one place and ends somewhere else. A question that becomes an answer. A belief that gets tested. A tiny strike of inspiration, luck, frustration, hope or fate that sets a bigger thing in motion.
Tidy? Not always. Real life is rarely neat because it has excellent manners. But satisfying? Yes. Relatable? Yes. Human? Entirely.
Because information alone does not travel. It just sits there.
Information becomes memorable when it attaches itself to something human: fear, pride, grief, ambition, joy, relief, curiosity, belonging, fallibility, righteous anger, jealousy, loneliness or that simultaneously liberating and isolating feeling that you’re the only one on earth like you.
That’s the difference between a message and a story. A message says: this is what we want you to know. A story says: this is why it matters. And people are much more likely to remember the second one. When you have a story to tell, let us tell it.