We all know the quote.
“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing it is stupid.”

It’s a great line and a pretty accurate description of what happens when brands or teams try to do everything themselves.

Because, let’s be honest, most marketing teams aren’t short of ideas.
They’re short of trust.

The trust gap in video production

When it comes to producing video, many teams feel they need to be involved in every single frame approving every shot, script, or piece of music because that’s what “doing it properly” looks like.

But that’s not trust.
That’s fear disguised as diligence.

Handing your story over to a production team shouldn’t feel like losing control. It’s about choosing partners who understand your brand deeply enough to represent it and who know how to translate your messages into something your audience actually feels and responds to.

It’s a creative collaboration, not a creative surrender.

You bring the knowledge, we bring the craft

You know your business. Your people. Your customers.
That’s your superpower.

We know how to turn that knowledge into stories that connect. Using the right tone, structure, emotion and outcome.

You don’t need to become an expert in lenses, lighting or editing timelines. Just like a fish doesn’t need to learn tree-climbing techniques.

Trusting specialists isn’t about giving up control. It’s about focusing your energy on what you do best and letting others elevate it.

What trust looks like in practice

True creative trust feels calm.
It sounds like:

“We know what we want to achieve. You tell us the best way to get there.”

It means sharing your brief, your pain points, and your goals. Then letting your partners handle the how.

That’s when the magic happens:

• Stories become sharper and more human.

• Shoot days feel collaborative, not chaotic.

• The final video lands exactly where it needs to.

The right kind of partnership

At WIDEO.co.uk, we see our best work come from clients who trust the process, who let us stretch creative muscles on their behalf.

They don’t hand over control. They hand over confidence.

So, before your next campaign, ask yourself:
Are you climbing the tree yourself because you want to…or because you don’t quite trust the fish to swim?

Because when you hire the right people, the whole project moves faster, feels lighter, and goes further exactly as it should.