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What is the story behind your why? Well, I usually have this phrase that I tell my staff,

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whenever we're working on a project, we need to get re-centered on something. And fundamentally,

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when I'm off boarding it from a sales perspective to the production team, I always say, in order to

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tell a really good story, you have to fall in love with our customer's customer. And what that

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really means is who we're really creating this video for is not really the client, even though

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they're the ones kind of funding the project. It's really the people we're trying to connect with are

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the people that are going to be watching it. So what is a day in the life of what they're struggling

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with? And really, no matter what we work with, we can really try to get into the heart of that.

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So this one here that you've got highlighted, Ali's Way, this was for a nonprofit. And it was a very

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difficult project to do because it's a story, we told it like a really compelling story about this

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mother who lost her daughter in a bad, you know, distracted driving situation. Right? And

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foundationally, we created it because she was dedicated her life to kind of presenting this

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information at different forums and events, and really trying to drive change with legislation.

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And it was so hard for her to tell this story every time she'd get on stage. So that was our

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primary goal was to kind of soften it for her for that video to kind of speak for her before she got

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on stage. But more importantly, we're creating it for the people watching it, you know, the legislators

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that can make change to make sure that people are less distracted, you know, the car manufacturers

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that are watching this to put safety protocols for this something like this not to happen.

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How can that story impact them and drive change in their life? And sometimes it can be a situation

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like this, or if it's more of, you know, a corporate based company, and they're focused,

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you know, like you said, on revenue, it's really how are they impacting the person's life? How are

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they changing that life? How are they making that transformational change? And how can we

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connect with that viewer in a way that's going to help them personally or professionally?