How One Story Can Fuel Six Months of Content

Most people think a video is a one-off. You plan it, shoot it, share it and move on.

But I see it differently.

A single, well-researched story can generate six months of content across platforms. Not by accident, but by design.

It starts with a system. One I call the Moonrise Method.

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Strategy Before Shooting

Before I ever touch a camera, I ask, what change do we want this story to create?

Because when we start with purpose, everything else flows. The Moonrise Method is built around three phases:

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Phase 1: Story Finding

This is where we do the real groundwork.

We clarify the “why” behind the film, and how it fits into a broader communication strategy. We brainstorm five story keywords that guide everything from casting to editing. We research, we explore, we let the story move us before we move the story.

And most importantly, we find the heart of the story. The person whose perspective will bring it to life.

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Phase 2: Story Crafting

Now we start designing. We use the four story pillars: Purpose, People, Plot and Place. These give structure and soul to every decision.

From there, we build the narrative arc: hook, conflict, initiation, journey, resolution. Along with writing the narrative, we plan shots, locations, lighting and mood. All of it filtered through our five story keywords.

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Phase 3: Story Creation & Sharing

Filming, for me, isn’t about sitting someone down with a clipboard and a script. It’s about conversation. Honest, open dialogue. The kind of thing you’d hear over a long coffee.

Those moments – a pause, a voice break, a glance – are where the real emotion shows up.

Once they are captured, we shoot supporting visuals, including place, detail and movement, and then head into editing, where the biggest lift happens.

But we’re not just creating a single video. We’re building a content ecosystem.

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Repurposing with Purpose

That’s where the Lunar Launch List comes in. It’s a system I build into every project:

  • Behind-the-scenes material captured during filming
  • Teaser clips ready to go before launch
  • A content calendar that stretches the story across platforms

I also use my 3-5-50 hook rule – spend up to 50% of edit time on the first 3–5 seconds, because if you lose people there, the rest doesn’t matter.

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Milly’s Story

We created one longer film with Milly from the community hub. From that one shoot, we pulled out several clips, each themed around a different aspect of her work.

One short video, focused on emotional poverty, jumped from 1,200 views to 25,000 views. That visibility helped them secure a critical funding bid.

Imagine what you can do when you plan for that scale from day one.

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Why Systems Matter

Before I was a filmmaker, I worked in software. That’s still how I think.

You don’t start coding until you’ve defined requirements, and you don’t build something unless you understand the user.

Storytelling is no different. It’s about structure, repeatability and impact.

So don’t just think in terms of content, think in terms of systems. That’s how one story can do the work of twelve.

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Make It Count

Your next film doesn’t have to be another one-off.

With the right process, it can be a storytelling engine that works for you across months, platforms and audiences.

Start with strategy. End with scale.

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