Viewfinder pieces are the shorter arguments in each issue — 8 to 10 minutes each, one position defended. They exist to give video-marketing practitioners something specific to consider before their next commissioning brief, and, occasionally, permission to stop doing something the industry has told them they must.
Every video-strategy deck for the last decade has cited the three-second hook as a compulsory design element. Its persistence has produced a generation of videos that look identically desperate.
Most brand videos fail on the audio track. Visual production competent, writing passable, sound design treated as an afterthought.