I shot this video with Laura J. Lukitsch. She’s the one that really got me thinking about business films as expressions of company values. Clients will frequently come up with a million ideas they want to put into a video and unless they have a video forward marketing team, they depend on the film production team to help them hone that message into something that will do well in the medium of online video. Here, Laura really wanted to focus on personal interpretations of leadership and qualities of a good leader. The exercise of defining simple words that we take for granted can be difficult but if you have a talented team of filmmakers, it can also be quite fun.