"It's got to be two minutes." That's a refrain I hear a lot when friends and clients tell me what length a video on the web should be. My answer is always, "Let's tell the story first."
Here's a video that is well over two minutes but it's compelling. It amazes and it charms. There's storytelling going on. (It also took three months to produce - but that's another conversation).
I love how the narration is just some guy talking. It feels like I'm in the room with him. I feel the intimacy because his tone is so un-produced. Juxtapose the narration with the sublime visuals and it's a potent mix.
I won't spoil it by telling you what it's about. Just watch and let it unfold.
Note: Thanks to Jon Roemer for pointing out this video to me on his blog.