Why Sensitivity Matters in Commercial Storytelling

The camera notices everything. It doesn’t just record how someone looks, it shows how they feel. If there’s tension, the audience will pick it up. If there’s ease, they’ll feel that too.

That’s why sensitivity matters. On set it means listening as much as directing, paying attention to the small signals, and knowing when to step forward or hold back. It’s less about control and more about awareness.

For brands, this makes a real difference. Sensitivity leads to images that feel genuine, not staged; work that people instinctively trust because it carries something human.