It’s such a mindfuck to expect an audience to do something. Trying to figure out motivations in an ever-changing world is as dependable as meteorology.
We’re seeing how this works for the quarantine right now. Expecting big changes for a big collection of people – the world’s population. People are not predictable. The twists and turns it’s taken have been incredible to me.
How do we figure out whether people will do what we want them to do ( eg: cry / laugh ) at the right times?
Focus on the small
We gotta focus on small audiences for small time periods and experiment vigilantly… or do tried-and-true things for big audiences, but make small improvements. Many creatives want to do big new things for big audiences and it’s just not a winning game.