Company 3 Senior Editor Eddie Kesler speaks with Filmsupply on how he has carved out a niche as a storyteller who thrives under pressure.

From his early days experimenting with the very first version of Photoshop to cutting spots for some of the world’s biggest, most recognizable brands, Eddie’s career is a blend of technical skill, elbow grease, and creative vision.

In the article, when talking about what makes a great story in a commercial, Eddie says, “There are so many ways to tell a story. But in most well-told stories, there needs to be an establishment of a plot, concept, or idea with something to build anticipation, tension, or a desire for resolution, with resolution often being the key ingredient. Occasionally, you can craft a good story without complete resolution. The trick is telling it well enough so the audience can form their own resolution after the storytelling ends.”

Read the full article here.