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Irecently spent several hours in a meeting where we dissected the objective of every frame of a proposed commercial. We identified the angle of every shot, analyzed the import of every word and gesture. By the time we were done, nothing was left to the imagination. And that was exactly the problem.

All the life had been drained out of what might have been a wonderful spot because nothing had been left to chance. And leaving nothing to chance means there will be no spontaneity, no serendipity, no unexpected moment that might lead to an unscripted bit of magic.

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