Because you're looking for a creative team who make videos as short as possible, as long as necessary, but never boring!
Direction
"If you look at what everybody else is doing and think about how you could go in the opposite direction, you are often going in a better direction" - Dan Kennedy
Impactful Video
"What goes into a successful solicitation? The answer is: an impactful video. A video, required by virtually all crowdfunding sites, is vital regardless of what your campaign offers supporters in return." - Deborah L. Cohen
Communicate
"We're all doing the same thing: attempting to share something with another human being." - Jack White