Post by Sevita Qarshi

I really love digital videos… no, seriously I do. I’ve watched the Electrolux Mother’s Day video below over and over (and then I get sucked into the vortex of YouTube and end up watching a bunch of emotional Thai videos… all of which inspire me and make me cry).

I was recently asked why I like these videos and how they relate to my history of theatre and documentary work. At the moment, I couldn’t answer. After some reflection, however, I’ve realized it comes from my natural ability to listen and my desire to tell stories


"When you are listening to somebody, completely, attentively, then you are listening not only to the words, but also to the feeling of what is being conveyed, to the whole of it, not part of it." - Jiddu Krishnamurti Indian Philosopher

I have very vivid memories of listening when I was a child. It was something I would often get complements on and was unsure why it was even a skill that needed to be complemented. I just loved hearing stories and was unaware that by being quiet, people found an opportunity to tell their story. I heard stories about what it was like to grow up in Afghanistan, Tibet, India, and post WWII America. I listened to how my older brothers bought their first train set in Prague. I learned how to make clothespin dolls like my mother did. I discovered how my uncle started his leather studding business in his garage because of an 80’s trend. Their stories taught me lessons, evoked my imagination and most importantly, inspired me.

Storytelling is why I was drawn to theatre and documentaries. It’s also a crucial part of creating brand videos. And since we’re working with shorter content in the digital video world, there are opportunities to tell more stories. Every time we’re contacted about starting a new video there is opportunity to tell a story … you just have to listen.