“The film needs to be really successful.” When I hear this sentence from customers, I generally know what many of them have in mind: a viral Internet sensation. Spots that are clicked as much as possible, “liked” and shared, and that seem to spread by themselves on the Web. The nature of the film and the content that needs to be conveyed are often secondary in such a briefing. Usually that means that we’ve got to go right back to the beginning again and discuss the message of the film. Viral spots are not suitable for every topic and not for every client. This is the case when there are quite a few topics or when these are simply too complex. An explanatory video or editorial video usually couldn’t be further away from a viral, but it might still be the most appropriate way to transport the content.

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