The difference from a traditional production to storytelling is the way you bring to life that project. A traditional production obviously could fall into someone going out shooting straight on, making quick cuts, put some music on and get it out there. But when you’re trying to tell a story then you need to use a lot of the storytelling and cinematic elements, a lot of the filmmaking elements. Which goes from having a script, a storyboard, having a sort of equipment to use, the way you shoot it. Usually in a traditional production you have a cameraman/woman, whereas in a film or storytelling you have a director of photography where he is much more immersed in telling a visual story, more than a cameraman/woman where they just go out to shoot and capture, and not really focused on those little details that a director of photography can capture and tell visually, even without words, it's the way he just captures it. So that is key today when a client comes to us, really try to really differentiate ourselves from saying that we are storytellers. We say that we like to tell stories and we want to help you tell your story we the professional tools, with the elements of a film. It’s your film, your brand’s film, or your organisation’s film and in a traditional production like I said, and that will be the difference.