Is this not a bit of a contradiction? So many people want to capture that perfect moment, that natural response, that nugget, that killer phrase to end a video on. So do we, we’re no different. At the end of the day, it’s what the client wants, it’s what the editors want, and it’s what a video needs. That magic moment of spontaneity, when you just know you have the shot, it helps raise awareness, it helps people remember and it helps sell products.
There is no real secret to it: it’s about managing the situation (or film shoot, or interview, or vox pop), it’s about building up trust (quickly), it’s about asking the right question, it’s about creating the right environment, it’s about setting up a situation and leading people in the direction you want them to go.
How is that achieved? Simple. Plan it. Talk about it beforehand, get a brilliant team around you, use your experience, manage it, imagine it, then go out and do it.