By Richie Griffin · May 7, 2026 · 2 min read
Most agencies' brand lines are vibes.
"Make Boring Illegal" is a filter. It decides whether we take a project before we ever quote it.
The video industry has a weird default setting: the deliverable is fine. The shot is technically clean, the audio is acceptable, the cut is on time, the client signs off, the file ships. Everyone agrees the work is fine. And the brand it was made for shows up in someone's feed and gets ignored.
That's the thing we refuse to make.
A spot we ship has to do something. It has to either make a viewer laugh, or feel something specific, or learn something they didn't know, or want to call the brand. If we shoot something that's just fine — technically clean but emotionally inert — we re-cut it before delivery. Sometimes we re-shoot. Sometimes we tell the client the spot we agreed to make wasn't actually the right spot, and pitch the next one.
That sounds slow. It isn't. It's actually faster, because the brief gets sharper before we ever roll camera. We don't shoot generic B-roll just in case. We don't make corporate explainer voiceover that sounds like every other corporate explainer voiceover. The shoot day is shorter because the cut is already in our heads.
The brands that hire us know this. They're paying for the filter, not the shooter. The shooter is downstream of the filter.
If you're looking at our service pages and the prices feel high — that's the filter. If they feel right, we're probably your kind of shop.
Written by Richie Griffin — Las Vegas video producer, voiceover artist, and on-camera host. Founder of Richie Griffin DigiCo. Make Boring Illegal.