Most brands think about video content when they suddenly need it. Here's why that's the most expensive mistake you can make.

The glossy, everything-looks-perfect promotional video is quietly dying. In its place is something harder to manufacture and far more effective — content that feels real. Here's what's changed and why the hotels getting it right aren't the ones with the biggest budgets.

A promo video shows the pool, the spa, the sea view. A brand film makes someone wish they were already there. Most hotels are investing in the wrong one — here's how to tell the difference, and why it matters more than you think.

I sent a cold message to Watergate Bay Hotel not knowing if they'd reply. They did. What followed was one of my favourite projects — a stay, a story, and a film that ended up in their paid ads and email campaigns.

It All Begins Here