Cut to the core
When it comes to advertising — especially with video — less is often more. There’s a famous story from the early days of Apple to illustrate this point. During the pitch for the now-legendary 1984 commercial, creative director Lee Clow was explaining his idea to Steve Jobs. As he considered it, Jobs began adding multiple selling points. Maybe he believed that more selling points meant more sales. Reasonable logic but mistaken as demonstrated by Clow’s response...
The Wrong End of the Telescope
In the fast-moving world of tech marketing, budgets matter. But when commissioning animation, motion graphics, or video production, focusing too heavily on price can be like looking through the wrong end of a telescope; a short-term view of the project cost can obscure the view of the reward.
Space video still in orbit
Animation on stand at Mobile World Congress 2025. Photo credit: Lacuna Space
Board games
High flyer
Sound Motive have 'wrapped' filming a live-action video for Ebbon Intelligence at a secret location in Wiltshire.
