It's getting inside the mind of your audience. Understanding their perspective and acting as their advocate.
This video is part of a very enjoyable multi-year project produced by American Inventive for the Kellogg School of Management at Northwestern University, where students' video and stills are crafted into compelling stories for prospective students about the Global Initiatives in Management program. The goal is to always find the right balance in the video between education and tourism; the challenge is to do it with material from non-professionals. This series really highlights how American Inventive makes every story better for every budget.