The creative process is enough for no one, no one produces videos and then puts them on a golden support and hides it in the cellar. Our final enjoyment passes through the judgment that the user will express on our work .

But the final judgment, and here is the bad news, unfortunately, will always and only be a subjective judgment .

If you are looking for objectivity, I pass the number of a colleague of mine who manages online sponsorship campaigns. Numbers, numbers and numbers (then even there you could think about the objective, but at least there are numbers to read ).

Of course, the subjectivity of judgment can be supported by experience .

A filmmaker knows when a video doesn’t work, he hears it, and if he’s good he knows what to change to give him back sprint (here lies the real distinction between professionals and amateurs).

But we are already entering the mannerism, the artisan art of video production fueled by constant work: change that passage, speed up there, slow down there, change music …

We all know the suspended feeling we experience at the precise moment we show our customer our point DEF version of the video.

For example, I am terrified of media that I cannot control. The maxi screen of the client’s meeting room or the projector of the conference room. I look at everything with annoyance and calculate every possible problem. That window is left open, will a ray of light enter and reflect on the screen? Those speakers seem to have had better days, will they be able to play the splendid sound we put on at minute 2? They will all have turned off their cell phones, I knew the CEO’s ringing, but what does it do? No I don’t believe it, he’s answering, what do I do still? Continuous? But above all, I took the latest version of the video from the archive ???

Video is an object of entertainment and the reasons why it may or may not touch the strings of the soul are many.

It can tickle your personal urge .

It can reawaken your dream from when you were a child .

It can have been shot with the backgrounds of your favorite color, or (it happens I swear to you) it can be played by an actor or an actress who makes you crazy and that’s it.

But you may also not like it. On the day of the meeting it was raining and as any good home seller knows, the weather affects the buying process, or it’s Monday and you get bogged down (mark it, never show customers a video on Monday), the color we used as background irritates you, the actress or actor (it happened I swear) you just don’t like them, maybe because he “looks too much like our former commercial boss whom I hated by the way”.

In short, you will have understood, we are within the scope of the subjective and I do not want to romance it, there are a thousand more strategic considerations that go beyond the “I like, I do not like”, but they are and still remain considerations made in the context of a science (marketing) imperfect , surprising (in the sense that it often gives surprises) and very little objective.