Sometimes the client has an idea for what they want but they haven’t considered all the options. This client wanted a straightforward Q&A with a large number of talking points; we thought they would get more tractions with a piece that felt more like a commercial for a financial services institution. With the client’s approval, we cut the length down 85% and added animations and still photos (by dumb luck, I had gone around photographing the previous year’s conference “just in case”). We shot the interviews and edited the piece in a style that conveyed the heft and acumen that this global bank seeks to represent. The result? the conference broke all previous attendance records.