When I first chose the name to my business, I thought about the literal definition of the word, “instill”, which was, “gradually but firmly establish (an idea or attitude, especially a desirable one) in a person's mind.”
This was perfect, as my goal was to create things that make people think, feel, and remember.
I then realized that I wanted to simplify it, and in order to do that, I had to redefine the word itself. My goal for my company is more than just a business that churns out videos; I want it to be a brand that makes people feel. Therefore, when people “feel” something when they watch a video I’ve created, or they get chills after they’ve listened to a piece I’ve written, they have then entered the process of becoming inspired.
in·still′ment, n :
the process of becoming inspired.
From here, that set a focal point for every project I took on. It made me ask myself questions: Is this emotionally driven? How can I tell a story here? Will this send the right message?
Now, every time I’m in the editing room, every time I’m writing down a proposal, every time I set foot on set, my goal is to create something that not only satisfies the goals of the team...