Start with the message.
The strongest cut begins with a clear idea. In my commercial work, the speaker or product remains the focus, while close-ups and supporting footage add context. The O3 opening film takes a different approach: people, venue details and aerial shots build a sense of the event.
Give each shot a job.
I use changes in framing and well-placed cutaways to keep a sequence moving. The Managers 360 workshop film combines presentation with detail shots, while the product films bring the viewer closer to the packaging and the product itself.
Make the words readable.
On-screen text supports the important phrases. Scale, spacing and placement help the viewer follow the message without losing sight of the subject.