What should your audience take away?
The idea always comes first. I work with you to clarify who you want to reach and what should stay with them. From there, we develop the story together.
Then we choose the right way to make it. Production gets everything it can out of that idea. And we really do have all the possibilities in the world.
What is personality worth in the age of AI?
On social media, so-called AI experts explain how to build faceless channels and supposedly turn them into reach. The experts themselves do something else: they sit in front of the camera. Their face. Their voice. Their manner. People follow people.
Hollywood has known that for years. A Brad Pitt film also works because Brad Pitt is in it. Even in worlds full of green screens and computer effects, familiar actors are part of the promise.
AI will keep increasing the volume of text, images and video. That makes a recognisable point of view more valuable. Generic voices disappear faster. A voice of your own is easier to see.
Social stays. So does personality.
Editorial work
The challenge is working out which story we want to tell. Who will care about it? Which perspective makes it distinctive? And which format fits?
I develop ideas from subjects, conversations and source material. I research, structure content, conduct interviews and write concepts, copy and scripts. I think about production at the same time: what works as a film, a series, a podcast, social content or an interactive format?
Technology shapes us and changes how we live. I regularly write about subjects ranging from electric mobility to life with artificial intelligence, as well as other questions about technology and the future.
AI can't decide which story is credible or why anybody should give it their attention.
