Video Edits
Twelve seconds from a ninety-minute interview
Long-form founder footage cut into a month of short-form.
- Client
- Northline Autos
- Year
- 2025
- Role
- Story selection, edit
- Stack
- Premiere Pro, Descript
- 14 Shorts from one interview
- 90 min Source footage
- 1 That did the work
01 The brief
Ninety minutes of a founder talking well and a marketing team with no idea what to do with it.
02 The brainstorm
The temptation with long footage is to cut a highlight reel. Highlight reels perform badly because they have no single idea.
Instead I transcribed the whole thing and read it as text, marking only the sentences that would survive with no context at all. There were fourteen. Each of those became its own edit with its own hook, and everything else was thrown away.
The test I use: if the first sentence needs the second sentence to make sense, it is not a short.
03 The build
Fourteen edits between nine and twenty-two seconds, each with a distinct opening frame, captioned and posted across four weeks.
04 The result
One of the fourteen carried most of the reach — which is the normal shape of this and the reason for making fourteen rather than one.
