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Scriptwriting

It’s the Story, Not the Camera

July 18, 2025
Shooter holding Camera

🎬 Start with the Story, Not the Shot: The #1 Way to Make Better Videos

When most people think about making a video, the first questions that pop up are:
“What camera should I use?” or “What lens will make this look amazing?”

I get it. Gear is fun. But after decades of directing, shooting, and editing, I can tell you:

👉 The best videos don’t start with gear. They start with a clear story.

If you skip this step, no amount of fancy equipment will save your project. But when you start here — with the human core of what you’re trying to say — even a simple phone video can move people.

So, how do you actually start with the story? Let’s break it down.

✏️ The 3 Elements of Every Strong Story

Whether you’re making a brand video, a testimonial, or a quick social post, good stories share the same foundation:

  1. A character (or subject) we care about.
    This could be a person, a product, a team, or an idea. But it has to feel real.
  2. A challenge, change, or moment of tension.
    What’s the “something at stake”? Maybe it’s a problem they solved, a decision they made, or a shift they experienced.
  3. A takeaway or emotional landing.
    Why should the viewer care? What’s the “ah-ha,” surprise, or warm feeling they’re left with?

If you can answer those — even roughly on the back of a napkin — you’re already ahead of 90% of people making video content.

🗒️ The “Napkin Storyboard” Method

Here’s the simplest planning tool I use on almost every project:
A one-page, sketched-out story outline.

It’s not a full script or shot list. It’s just:

  • What’s my opening moment or hook?
  • What’s the core idea or challenge I need to get across?
  • What’s the closing emotion or takeaway I want people to feel?

That’s it.

You can literally draw three boxes on a piece of paper and jot quick notes. The point is to remind yourself that the shoot exists to serve the story, not the other way around.

🎥 Why Gear Comes Second

Look, I love a good camera rig as much as anyone. But gear is only a tool to capture the emotion, energy, and meaning you’ve already mapped out.

If you focus on the story:
✅ You’ll know what to shoot.
✅ You’ll shoot less, but better.
✅ You’ll edit faster because you’re not wading through random footage.
✅ And most importantly, your audience will feel something.

💡 Real-World Example

A while back, I worked on a short profile video for a local business. Instead of obsessing over how many b-roll shots we could cram in, we spent 10 minutes before the shoot sketching the emotional arc:

  • Who is the owner? Why does she care about this work?
  • What’s been her biggest challenge?
  • What’s one moment she’s proud of that shows her journey?

That shaped every question I asked, every clip we shot, and every beat we hit in the edit. And you know what? People connected with the final piece — not because it was flashy, but because it was clear.

🛠️ Ready to Try?

Here’s your action step:

Before your next shoot, grab a sticky note, a napkin, or your notes app, and write:

1️⃣ Who’s my character or subject?
2️⃣ What’s the challenge or moment of change?
3️⃣ What’s the takeaway I want the viewer to feel?

That’s your roadmap.
The rest — the camera, the lighting, the transitions — is just the vehicle.

Final Thought

If the story’s weak, the video’s sunk. But if the story’s strong, everything else becomes easier — and your audience will feel the difference.

Now go sketch something out — and shoot better stories.