There are about 734 different types of videos out there—formats, styles, lengths, purposes. Many non-creatives assume video production is a one-size-fits-all process. That’s like assuming a moviegoer will enjoy every film they’ve ever seen. Not a chance.
When I started my career, I was mostly editing webinar recordings and training videos. Simple stuff: screen shares, PowerPoint slides, basic cuts. Nothing too flashy. About a year in, I started shifting toward a more cinematic approach—mostly interview-driven marketing content with b-roll, sometimes just b-roll and music. Later, I added some motion graphics and light animation to the mix, usually with help from external partners.
By 2019, I was fully immersed in the independent school space, and that’s where I really leaned into the documentary-style content that fits naturally with my strengths. This style worked well for schools—it gave them flexibility to repurpose clips and extend the value of a single shoot (I wrote more about that here). My coach calls this the “zone of genius,” and for a while, I was deep in it.
Then COVID hit, and we were all stuck at home. That forced a pivot. I had to step outside that zone—stylistically and operationally. I kept stretching to meet client needs, expanding what we offered. It worked because I had a great team around me. I could direct and lead while others brought their specialties to the table. But it came at a cost.
This year has been strong on paper—plenty of projects, great clients—but I’ve felt the edge wearing off. I’ve said yes to things that didn’t quite align. The work’s been good, but it hasn’t always been the kind that lights me up. And if I’m being honest, it’s chipped away at my focus (and sanity, too, if we’re keeping it real).
So now I’m thinking about realignment. Not a full reset, but a return to what clicks. School storytelling, docu-style pieces, testimonial videos—these are the projects that get better results and better energy from me. I don’t want to be everything to everyone. I want to be the right thing to the right people. It might mean saying no more often, but it also means getting back to work that feels worth doing.
That’s the direction. Fewer detours, more traction. Back to the zone.
