Tim Gruber and Jenn Ackerman use both photography and video to tell stories for editorial and commercial clients. 
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Ira Glass who we all know to be a master storyteller breaks down a few things in this 30 minute speech he gave at the Gel Conference.
A few highlights:
Broadcast journalism is boring. It lacks surprise, joy, pleasure and humor they make the world much smaller than it really is.
Good stories need a surprise. The world is a place where surprise, joy, pleasure and humor exist.
For each show they’ll look through 20 some stories before finding where lighting may strike.
Portraying people at exactly human scale.
Feels like something is about to occur. In the most basic form a story is just a sequence of actions it’s about motion it’s not about reason.
If we can draw you into the dream of it you can’t get out of it you want to find out what happens next.
What’s the bigger universal something you can pull from a story?
I’m sure you’ve also seen these youtube videos, but just in case here they are: