william retweeted
this is a terrific post and an amazing video, but I'd go further and say that this applies far beyond political campaigns
there are so many opportunities in the day to day of running a company or any other organization where there's a Story to Tell, and it just disappears into the wind if nobody is there to capture it
"The best campaign teams will operate like miniature production studios, and the entire org will need to give digital a seat at the table from the very beginning, rather than bringing them in at the last minute"
I think this will increasingly be true for brand and storytelling teams everywhere. sure, there's an opportunity to make beautiful content when it's asked for. but to be close enough to what's happening inside an organization to recognize the stories worth telling in the first place? that's where the magic will happen
there are so many opportunities in the day to day of running a company or any other organization where there's a Story to Tell, and it just disappears into the wind if nobody is there to capture it
"The best campaign teams will operate like miniature production studios, and the entire org will need to give digital a seat at the table from the very beginning, rather than bringing them in at the last minute"
I think this will increasingly be true for brand and storytelling teams everywhere. sure, there's an opportunity to make beautiful content when it's asked for. but to be close enough to what's happening inside an organization to recognize the stories worth telling in the first place? that's where the magic will happen
When I got my first big social media job in 2020, I was a proud hater of fancy production for social posts
"All you need is an iPhone!!! People want casual!!!"
That advice made sense when your followers saw your posts
Now the algorithm shows you to strangers at the same clip as your followers, and strangers don't owe you anything. They might not know who you are, and you have to earn their attention immediately
If your video doesn't do well among non-followers, it'll tank
Had Talarico's team used a casual iPhone shot for this video, it would've lost all of its aura and sense of place and you probably would've kept scrolling
Instead, they shot it like a damn movie, and it racked up hundreds of millions of views across platforms
I can't tell you what the zoom and the lens and the angle are doing, but I can tell you it feels good. It earns your attention, and you want to listen
The dynamic captions right in the middle of the screen help keep you hooked too, because those feel good to read
You should trust @parkerpbutler a lot more than me about campaign social, and he said 2026 was the year organic overtook paid social
I don't anticipate organic being any less important in 2028 and beyond
The best campaign teams will operate like miniature production studios, and the entire org will need to give digital a seat at the table from the very beginning, rather than bringing them in at the last minute and asking, "We have an event, how are we going to film it?"
Like it or not, the internet is real life x.com/jamestalarico/…
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william retweeted
thinking about this again. if I have any mutuals working at startups who are interested in building out their brand, storytelling, or content strategy, I'd love to have some exploratory conversations and see if there's a fit. I think some sort of ongoing contracted work would be best case, but I'm not against a full time role
something I've been thinking about more and more as well is working with a few companies on brand/storytelling stuff to fund the first few projects. I have cool stuff in the works but it requires funding, I am willing to get creative with where that comes from
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sometimes you just really need to sit and stare at a large body of water for a few hours about it
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william retweeted
having a blast experimenting with printing, alcohol, water, and hanji paper. fingers crossed at least one turns out to be a banger
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I think this was Hahnemühle Photo Rag btw, in case anyone is curious. my favorite way to print my work
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nvm, found the original order's email. this is Hahnemuhle William Turner from grand river giclee
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I think you kinda have to make something creative with your hands, or see a physical manifestation of something creative you made, at least a few times a year to stay sane
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