I’m back in Los Angeles. Jet-lagged, exhausted, inspired – pretty much in that order.
Germany was intense. Hamburg, OMR, great conversations, great people (shoutout to everyone we met along the way.)
And yes – we recorded some strong NEW TREND SOCIETY podcast episodes that are dropping soon. With Eugen Fink (founder of KRAFT Runners at our own OMR-Event), Head of Marketing DACH Chong-Won Lim and General Manager DACH Björn Simski of Motorola.
I’m excited. You should be too.
Back in LA, I suddenly felt like I was 70. Absolutely wiped. And that’s even after cashing in on a lovely AMEX miles deal for Business Class. Didn’t help much. I basically slept for two days straight. And somewhere in that fog, I started thinking about how this all started.
Back in the days we used to take photos. Then came video. First in landscape, 16:9, three minutes long. Then vertical. 9:16. Faster. Shorter. Platform-ready. Now shortform is the norm. Tomorrow? Maybe we’ll be watching everything through AI-VR glasses. Who knows? Formats change. Always. What stays is the one thing that really matters: Stories. A lot of creatives still miss that. They’re stuck on format, aesthetics, ego.
But here’s the thing: It’s not about you. It’s about the people out there. Your audience. If you create content for brands, you have to understand what actually makes sense. And then – set your ego aside. Nobody is out there waiting for your perfectly polished three-minute film.
But everyone’s ready for a good story – whether it takes ten seconds or five hours. The format is just a vessel. The story is what sticks.
I want to know: What’s the last story that really hit you? A YouTube video? A podcast? A mini-doc? Hit reply and share it with me. I’m collecting community picks and will feature some in a future newsletter edition.
And if you know someone who’d be into this – forward it. They (and I) will appreciate it. See you next Friday! ✌️ Benjamin
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