From Planning to Posting: When Every Shot Had a Purpose

We often say to clients, if you have nothing to say, don't post.

Theres so much content out there that looks so good... but feels like nothing. Random shots. Slow-mo. Drones. It’s filming because we can...and often, not because we have something to say.

Social content should be more wild and free, but that freedom can slip into meaninglessness, fast, without a strong brand UVP or social strategy.

To compare paid (TVC, pre-rolls etc) vs social, I have look back on past TVC's or interview projects that we have completed and there is structure. There’s a brief. There’s a message. There's a client. There's a strategy. There’s a reason behind the scenes.

Yeh, social is a totally different mindset...but the difference is having intention. Purpose is the real creative constraint. And sometimes, constraints sharpen the story.

My end thought is… Maybe we should borrow a bit of thinking...call it "The OG way" when every shot had a reason, clarity and intention…That the real flex.

---

Tips for Video With Meaning

• Start with the "why."
  Before you roll, ask: What do I want people to feel, think, or do after watching this? If you don’t know, the camera definitely won’t either.

• Design to your message, not the trend.
  Trends come and go. A good story sticks. Let your message guide the medium—not the other way around.

• Match tone to brand personality.
  Is your brand playful? Grounded? Aspirational? Shoot and edit like it. People can feel the mismatch.

• Treat every frame like real estate.
  Use space with purpose—composition, motion, texture. Don’t just fill it. Frame it.

• Think in chapters. Whether it’s a 15-second reel or a 3-minute video, break your story into beats. Set-up, moment, reveal, close.

• Don’t underestimate silence or sound.
  Sometimes what’s not said—or the soundtrack that carries it—does the heavy lifting. Audio is story too.