If a video doesn’t land in the ear, it won’t land anywhere.
We just ran a study and the top performers built the audio hook before the picture. The surprise was how hard real-world textures win. Zips. Snaps. Gravel underfoot. Those cues outperformed music-led edits because they feel honest, not engineered to force emotion.
My approach right now is simple. Make sound, the hero. Open with a distinctive cue your brand can own. Keep the textures front and center. Let the track ride shotgun. Still subtitled for the silent stroller so you never lose the passersby.
We’ve been scripting to sound first at Magnafire and it sharpens everything from the first frame to the final cut. When the ear leans in, the eyes follow.