I think the corporate video as we've known it for the last twenty years is dying.

Not video itself. Quite the opposite. Video has never been more important. But the style we've all become accustomed to - the polished, overly-produced montage set to inspirational music -is losing its effectiveness.

You know the formula.

The drone shot over the building.

The gimbal floating through the office.

Slow-motion employees smiling at each other.

A voiceover talking about commitment, innovation, and excellence.

Technically, there's nothing wrong with any of it. But none of it feels real anymore.

What's interesting is that when I sit down with clients today and map out their video strategies, almost none of that stuff makes the list anymore. There are rarely drone shots for the sake of drone shot. No slow-motion B-roll. No gimbal.

Because honestly, life doesn't look like that. People don't move in slow motion. Conversations aren't perfectly choreographed.

Instead, the videos we're producing are much simpler. A founder sharing an opinion. An advisor answering a question. A doctor explaining something she sees every day. Two people sitting down and having a conversation.

After spending more than thirty years in television and producing content one thing has become increasingly obvious to me.

People don't connect with production value.

They connect with people.

Audiences can smell manufactured content immediately. They don't want another commercial. They want insight. They want opinions. They want conversations. They want to feel like they're hearing from a human being.

So if you're planning your next company video, I would encourage you to consider something different.

Consider organic over orchestrated.

Handheld over gimbal.

Conversation over script.

Authenticity over perfection.

Instead, ask yourself a simpler question:

What would this look like if we just made it feel real?

Because in a world where everyone has access to cameras, AI, and editing tools, production value has become a commodity.

Trust hasn't.

And trust has always belonged to people.

Not logos.

Not brands.

People.

That’s for now. Have a wonderful rest of your week!