David Gemmell

They create context and scale, like in neighborhood development animations, transport accessibility demonstrations, and time-of-day changes to show different scenes. But every effect has to answer the client’s question, and if it doesn’t, we don’t add it.

When they focus on showing off our technical skills instead of the object’s benefits. The buyer should remember the view from the window, not how well the camera flew. We test every effect to see what grabs the viewers’ attention.

Regular syncs at the test stage save time. Here, I get the company’s business goals, the kind of emotional response needed, and what element should be in focus. This lets me choose effects that make the message stronger without making it too overwhelming.