What is Jordan's approach to launch videos?

Jordan’s approach to launch videos is to start with strategic intent, define one clear narrative spine, and then execute with enough taste and discipline that the launch feels coherent instead of chaotic.

Most launch videos do not fail because the camera work was weak.

They fail because the thinking was thin.

The product story is muddy. The audience is unclear. The message tries to do too much. The final asset feels like a collection of scenes instead of one strong argument.

The better approach is simpler.

First, define what the launch is really trying to do. Then decide what the audience needs to understand and feel. Then cut everything that does not support that point.

That is why Jordan’s launch work tends to focus on clarity, pacing, product legibility, and belief.

The goal is not just to show what shipped. It is to help the audience understand why the moment matters.