Principle #1

Make It Human

People are moved by other people. But not just anyone. People whom they can identify with and root for. It starts with finding subjects who are genuine and then accessing their vulnerability to capture the full range of universal human emotions. That is how we tap into our shared humanity.

Principle #2

Show Struggle

Audiences also identify with and root for people who have a goal with big stakes, clearly stated or implied. The bigger the goal, the larger the obstacles they have to overcome, and the harder they struggle, the more an audience will root for them, feel empathy and be emotionally transported by them. We bring this struggle to life in an engaging, relatable way organic to that story.

Principle #3

Inspire with Uplift

Once you have moved your audience deeply through the emotional journey of others, leave them empowered, with the sense that they can make a positive difference in their lives and the lives of others. We achieve that by ending on uplift and a call to action which inspires people to take action.