Why Great Films Start Before the Camera Rolls

Most organisations think about video too late.

The campaign is planned, the messaging is signed off, and then someone says: “We should make a film.”

By then, the story is treated as a layer of polish rather than the foundation. The result might look professional, but it rarely lingers in people’s minds.

The truth is, the heart of an impactful film is found long before the camera starts rolling.

That’s why I built the Story Clarity System – a way of making sure we uncover the right story, told in the right way, for the right purpose.

Why Clarity Comes First

Every film starts with questions. Why are we telling this story? Who needs to hear it? What do we want them to feel or do afterwards?

These aren’t box-ticking exercises. They’re the compass points. Without them, you can end up pouring time and budget into a video that looks good but doesn’t do its job.

When the answers are clear, everything else falls into place: tone, structure, casting, even how the finished piece will be shared.

Story Finding

The first stage of the system is what I call Story Finding. It’s the groundwork, and it can feel deceptively simple. We define the five Story Keywords that set the emotional tone. We identify the “heart character” – the person whose journey carries the weight of the film.

Skip this step, and you’re gambling with the outcome. Too often, organisations default to the wrong person – someone convenient but not compelling. Or they fall back on leading with themselves, rather than the people they exist to serve. The end product might be polished, but it doesn’t connect.

What Real Storytelling Looks Like

Part of the challenge is that “storytelling” has become a buzzword. Everyone claims to be doing it. But real storytelling isn’t about listing your values or reciting a mission statement.

A story is built on transformation: a character who wants something, the challenge they face and the change they undergo.

That arc is universal. It’s why we lean in to stories, whether they’re told on a stage, a page or a screen.

When organisations skip the clarity work, they’re effectively skipping the arc. They may produce something neat and on-brand, but it won’t move people.

The Value of Getting It Right

Taking time to find the story doesn’t slow the process, it protects it. It saves wasted filming days, unnecessary edits and confused messaging. More importantly, it ensures the finished film isn’t just a piece of content, but something that carries weight.

Because clarity isn’t just about knowing what to say. It’s about knowing what matters. And that’s what turns a video from decoration into impact.