Films don’t exist in cameras, but in your mind. Above all else, films need an idea. If this is good, the film will be, too (if it’s bad, you shouldn’t film it).

You can trust us completely on this. Because we know how to get good ideas. It’s always amazing what happens to an idea when it’s first put into moving pictures: it’s no longer in your mind, but playing on the feelings and emotions of those watching it.

The power of the film medium lies in this strong emotional effect. Whether you want to inform, present an image, advertise, document or train: as soon as you use a film to do so, emotion plays an important part.

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