What an Annual Report Loses on the Way to a Video
An annual report is written to be defensible and a video has to be watchable, and the two goals pull in opposite directions. The report contains hundreds of figures, each qualified; the video can carry five, unqualified, and the qualifications have to live somewhere the viewer can reach.
That trade-off is a disclosure question before it is a creative one, which is why these videos so often end up as a montage with no numbers at all. The workable version selects a small number of figures that can survive being stated plainly, and links to the report for everything that cannot. Deliberately left off screen is anything not already in the published report: forward-looking statements, unreleased figures, and commentary that has not been through the same review create a disclosure problem the video cannot contain.
The year is condensed into seven scenes: one on the question the year is being judged against, three on figures that can stand without qualification, one on what did not go to plan, one on the priorities for the year ahead, and one pointing to the full report.
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