Most products fail because they tell instead of show. A client came to us a few years ago with a barbecue product and a polished, high-production video already produced. When we pushed that video out in ads, it looked great, but the damn thing didn’t convert. People just weren’t compelled to buy after seeing it. There was no budget to reshoot, so we worked with what we had: some simple but good-quality recipe clips. Real grill, actual food, stimulating sound. We took the best one (marinated...