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How To... Create Long-Form Content That People Actually Want to Watch

Andy Lockley, executive creative director, Grey London, tackles such thorny issues as 'how long is too long?' and why First Man was a giant leap for Omega's advertising.

The first thing we’ve all got to agree on is what we mean by ‘long form’. People in advertising often say 'long form' to describe a three to five minute film. By these standards, eight to ten minutes is really long form.

But watch a Netflix documentary or a movie and ten minutes is hardly even past the intro titles. So, bear with us: for 50-odd years we’ve been working in increments of only 30 and…to continue reading please subscribe now

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