If there is one thing we learned working at the networks, it was that everything had to pass the "Aunt Mabel test." Would our mythical Aunt Mabel understand what we are saying? And would she care?

At Pixel Logic, we still think fondly of Aunt Mabel. We believe our job is to drill down to the essence of a story, and discover what will make it reach out to an audience. And before we can do that, we may ask as many questions as we answer: Who is the audience? What do they already know about the subject? Where will the video be shown? The answers to these questions - and they are only the beginning - inform every aspect of a project, from choice of talent, to camera and scripting styles, to the medium in which the project is ultimately delivered.

When a film commission needed a locations video, we shot it in HD, with beautiful jib and dolly shots, and onscreen compass to help location scouts and directors plan their shoots. The we indexed all the shots for quick searches on DVD or the Internet.

When an attraction needed an historical video to be shown onsite, the long-lost footage we discovered in libraries and the National Archives brought the look of a classic historical documentary.

When the Florida Keys wanted to get out the message they were "open for business" after a hurricane, the video news release we produced looked just like a news spot, and was carried on stations across the country.

And when a non-profit needed a fundraising video, we decided the most-effective approach was to let them tell their own story.

Every story is different. And the way it is produced should be, too.