If you want to produce special work, it’s worth collaborating with special people.
Whatever medium you are working in, try to involve the consumer as much as possible.
One reason people share videos is because they already know and like the brand, and therefore have a natural proclivity towards sharing what they like.
Most of the time, within the first few video frames they’ve already decided whether or not they will share your video.
You really need to provoke an emotional response very quickly.
You can always argue about it in post-production – but you can’t argue about footage that isn’t there!