ammentcapstone

[ammentcapstone]

It’s hard to believe this is my last post for this capstone journey. Looking back, this project pushed me harder than I expected—creatively, technically, and mentally. It’s been a rollercoaster of hesitation, late-night breakthroughs, revisions, and hard resets. But through it all, I’ve grown—not just as a content creator, but as someone who now understands the mechanics and responsibility of holding people’s attention in a world full of noise.

When I started, I was drawn to the attention economy because I knew it was powerful, but I didn’t fully understand how deep it went. I thought I’d just be analyzing viral videos—like, “Here’s why this got views.” But pretty quickly, I realized this wasn’t just about numbers or clicks. It was about human psychology, behavioral design, and how the smallest content choices can shift the way people feel, think, or act. I walked in thinking I’d study creators. I didn’t realize I’d be challenging my own role in that system too.

Now, I see the attention economy as something way bigger than just trends or platform tricks. It’s about designing content that respects attention instead of exploiting it. Through this project, I’ve learned how to break down the tools creators use—hooks, pacing, narrative structure, emotional cues—and apply them with intention. What started as a simple video series turned into a full-blown creative practicum rooted in storytelling, strategy, and self-awareness. I’m proud that the work I made isn’t just entertaining, but also thoughtful and technically sound.

I learned that I can adapt fast. That I can pivot when something isn’t working. That I don’t need to have it all figured out in the first draft—as long as I’m willing to show up, refine, and stay honest with myself during the process. I used to over-plan, trying to “perfect” everything before hitting record. But this project taught me that progress beats perfection, and sometimes the best ideas happen when I let go of the plan and just create. I also learned that I actually enjoy editing way more than I thought I did—and that scripting isn’t just about writing, it’s about orchestrating attention second by second.

The biggest thing I learned is that creativity and production don’t always happen at the same pace—and that’s okay. Some weeks were all about planning and research. Others were deep in editing mode or reshooting scenes I thought were done. I realized how important momentum is. Once I got going, it was easier to stay in flow. But I also saw how slowing down at the right moment—like reviewing drafts or reworking a script—can lead to way better results. Production is never linear, and I’ve stopped expecting it to be. Now I work with that chaos instead of against it.

Start messy. Don’t wait to feel ready before creating something. Your first drafts will be rough, and that’s okay—because they’re the key to better drafts. Be flexible, but also stay focused on your big-picture goals. And trust your instincts. If something feels off in your footage, in your writing, in your pacing—it probably is. Fixing it early will save you stress later. Also: back up your files. And maybe most importantly, remind yourself that this isn’t just a grade—it’s a portfolio piece, a real-world demonstration of what you can do. Treat it like that, and you’ll walk away proud.

Now, I take everything I’ve learned—about scripting, editing, pacing, storytelling, psychology—and apply it to the real world. I’m stepping into digital marketing and content creation with way more tools and way more confidence than I had before this class. I’m also walking away with something deeper: an understanding of how to create content that connects, not just content that gets views. I want to build things that respect people’s time and attention—things that inform, entertain, and leave impact.

So what’s next? More building. More storytelling. More intention. This chapter’s done, but the work has only just begun.

[ammentcapstone]

Capstone Update

Right now, I’m deep in what I’d call the polishing and tightening phase. All my key videos have been edited and organized. My scripts have been refined and performed. The pacing, visuals, and delivery all feel aligned with the goals I set for myself early on. And while I’m not adding any new material, I’m taking time to rewatch everything carefully with fresh eyes. I want each piece to not just stand on its own, but contribute to a larger, connected narrative about how digital creators hold our attention—and why it matters.

This phase is less about fixing big problems and more about smoothing the rough edges. I’m adjusting transitions that feel too abrupt, tightening captions that run a bit long, and making small tweaks to ensure visual flow across the whole series. It’s like fine-tuning an engine that already runs—making sure every element is cohesive, clean, and fully intentional.

What’s been most interesting during this process is realizing how my mindset has shifted. When I first started, I saw myself more as a researcher and observer—breaking down what others were doing. Now, though, I feel like I’ve stepped into the role of a creator who’s also applying those same techniques. I’m not just talking about attention economy—I’m actively participating in it. Every hook I write, every beat I edit, every visual cut I make is rooted in a strategic understanding of how people watch, absorb, and react.

I’ve also developed a clearer sense of my own creative voice. That voice didn’t come from a script—it came from repetition, trial and error, and having the courage to keep adjusting when something didn’t land. Whether it was rerecording low-energy videos, trimming down overly dense scripts, or letting go of ideas that didn’t quite work, I’ve grown more comfortable with pivoting mid-process. That flexibility has made the end result stronger.

This past week, I also took time to reflect on how much I’ve actually accomplished—not just in terms of deliverables, but in terms of skill-building and growth. I’m proud of how much more fluent I’ve become in:

Writing clear, engaging, and concise scripts

Delivering on-camera in a way that feels both natural and strategic

Editing with intention—not just for aesthetics, but for retention

Structuring a full content arc across multiple pieces, not just one-off posts

That’s something I couldn’t have faked early on. It had to come from doing the work, sitting in the edit bay (sometimes way too long), and realizing that every second of video is a chance to either gain attention—or lose it.

The final step now is making sure everything is wrapped and ready to go—files organized, captions aligned, visuals consistent. Nothing new is being added; I’m just being careful with the finishing touches. I want this project to not only reflect the research and media theory I’ve built it on, but also show the care and craft that went into bringing it to life.

[ammentcapstone]

Capstone Update

This past week has been less about starting new tasks and more about refining, observing, and understanding the bigger picture of everything I’ve already created for this capstone. At this point, most of the individual work is in motion—scripts are written, edits are underway, and I’ve filmed a good portion of my final content. So instead of diving into more production, I took a step back to reflect on what I’ve actually built so far—and how it all fits together.

Early in the process, I was just focused on getting the videos made. Each one felt like a separate challenge: find the hook, break down the creator’s technique, make it engaging, try to keep it under 45 seconds. I was bouncing between scripting, filming, and editing, learning new tricks and reworking footage when things felt off. But now that I’ve got a strong handful of finished or nearly-finished pieces, I can actually see the full arc forming.

And that’s what this week was really about: realizing that this project isn’t just about 45-second Instagram Reels. It’s about the accumulated weight of what those Reels communicate when placed side-by-side. Each one breaks down how a specific creator captures attention—but together, they tell a much more complete story about how attention works in our digital world.

It hit me this week that I’m not just dissecting creators—I’m also indirectly revealing the psychology behind our own scrolling habits. Each time I explain how someone like MrBeast or Khaby Lame grabs us in the first three seconds, or how CZN Burak holds our gaze with a looped sequence, I’m also forcing viewers to confront how they’re being pulled in. There’s a mirror in this project—and I didn’t fully see it until I had enough of the content completed to step back and recognize the pattern.

That realization made me start thinking more about the way these videos flow together, not just how they function on their own. I didn’t set out to make a “series,” but it’s starting to feel like one. Each video builds on the last. The first few focus more on visual tricks and sensory overload, and the later ones dive deeper into narrative, character, and audience psychology. Without planning it, I ended up creating a natural progression—from surface-level techniques to more nuanced attention strategies.

What’s cool about that is I didn’t have to force it. It came naturally as I got more comfortable with my research, my editing style, and my own voice in front of the camera. I think that’s been one of the biggest personal wins of this project: my voice is clearer now. Not just the literal voice I use in the videos, but the perspective and tone that carries through the content. I’ve stopped second-guessing every word or cut and started trusting my instincts a bit more. I’ve gotten better at knowing when something is working, when something is dragging, and when I just need to trim it down for clarity.

That clarity also came with an interesting lesson: entertaining doesn’t have to mean over-the-top. I used to worry that if a video wasn’t packed with edits, zooms, or dramatic music, people would scroll past. But I’ve learned that sometimes, a well-timed pause or a clean visual does more than a dozen flashy effects. It’s about being intentional. It’s about understanding how the viewer’s brain is reacting at every beat—and then using that to guide the rhythm of the video.

At this point, I’m really proud of the structure I’ve built. I’ve stayed grounded in the research behind the attention economy—cognitive load theory, dopamine triggers, visual processing—but I’ve also found a way to translate that into digestible, engaging content that doesn’t feel academic. That balance was hard to hit at first, but now I think I’ve found my rhythm. These aren’t lectures. They’re bite-sized, scrollable insights that are still rooted in something deeper.

I haven’t added any new steps or extra layers to what I’m doing—I’ve just become more aware of the why behind each choice. Why a sentence is worded a certain way. Why a jump cut hits better than a fade. Why a creator’s hook lands, and why mine sometimes don’t. That awareness is making everything sharper. Not because I changed the plan, but because I understand the plan better now.

This phase of the project has been about alignment. Making sure the tone, pacing, and message of the videos align with the core ideas I’m trying to express. Making sure everything I’ve already created feels cohesive. And most importantly, making sure it all reflects the one thing I’ve been studying since the beginning: how to earn and keep attention—ethically, effectively, and intentionally.

Still editing, but the finish line is finally in sight. And for the first time, I’m not just making content—I’m watching it become a complete body of work.

[ammentcapstone]

Capstone Update

Now that I’m past the initial filming and editing waves, I’ve been thinking less about individual tasks (like fixing this clip or that overlay) and more about the workflow as a whole. What’s hitting me lately is how nonlinear this creative process really is. I used to think making a 45-second reel was a straight path: script → storyboard → film → edit → post. But in practice, it’s more like: plan → test → doubt → revise → re-test → discover → reframe → finalize (maybe).

That shift in mindset has changed everything. I’m no longer trying to “get it right” on the first try. I’ve embraced the reality that attention isn’t captured with precision alone—it’s sustained through curiosity and iteration. I’ve learned to pay attention to my own attention: when am I bored while editing? When does a transition feel stale? When does a caption make me actually lean in? These micro-moments help me reverse-engineer how audiences might react too.

One surprising lesson? I started noticing patterns in the creators I’m studying—and then seeing how those patterns mirrored my own habits. For example, MrBeast uses pacing and tension in a very intentional rhythm. CZN Burak relies on repetition and familiarity. Kai Cenat leans into chaos and sensory overload. But it’s not just about them being “entertaining”—they’re actively shaping brain chemistry in short bursts. And in learning that, I’m also becoming more intentional with my own design choices: Where does the dopamine spike happen? Where’s the emotional tension release? What’s the loop that pulls the viewer back in?

These aren’t just editing questions anymore. They’re creative strategy questions. I’ve stopped asking “Is this video done?” and started asking “Is this moment sticky? Will it echo in someone’s mind after they scroll past it?”

Another huge shift for me has been how I think about scripting. Early on, I saw the script as the backbone of everything—and in a way, it still is—but now I’m treating it more like scaffolding. I’ll write a structure, bullet out the beats, and then perform it as a jumping-off point, not a word-for-word delivery. That flexibility has made my voice sound more authentic, and ironically, it’s helped me feel more confident speaking directly to the camera. Less like I’m performing a script—more like I’m owning a message.

Creatively, I’ve also realized how much this project is about control vs. surrender. There’s a temptation to over-engineer everything: every frame, every word, every transition. But the truth is, attention doesn’t always behave how we want it to. A video that I thought would land perfectly might fizzle. One I posted casually could blow up. And in those moments, I’m learning to let go a little. I can design for attention—but I can’t guarantee it. And weirdly, there’s freedom in that.

What’s next for me is tightening up the narrative arc across all my videos. Right now, each one stands alone, but I’m starting to explore ways they can connect more—like episodes in a larger thesis. This could be through style consistency, linking ideas in captions, or referencing earlier videos mid-Reel. That way, the entire page tells a story—not just individual posts.

And beyond the project itself, I’ve been thinking about how much these lessons apply to marketing, branding, and even communication in general. Whether you’re selling a product, sharing a belief, or simply posting a meme—you’re asking for attention in a crowded world. The more intentional you are with how you structure that ask, the more likely it is to stick.

So yeah… this project has evolved way beyond video editing for me. It’s become a real-time crash course in behavioral psychology, narrative strategy, and content execution. I’m seeing every piece of media differently now—pausing commercials to analyze their emotional arc, noticing TikTok trends through the lens of neurological reward systems. It’s kind of wild how much this work has rewired my brain.

[ammentcapstone]

Capstone Update

This portion has been a reflective and hands-on phase of my capstone project. I’ve been juggling two main tasks: editing my attention economy breakdown videos and filming additional raw footage to either supplement or replace earlier takes. Going into this, I thought that once the script and storyboard were locked in, the hardest part would be behind me. I was wrong — the editing phase has revealed so much more than I expected, not just about the content itself, but about my own performance, creative process, and editing skills.

One of the biggest challenges I ran into this week was realizing that a lot of the raw footage I filmed early on didn’t have the level of energy or clarity I was aiming for. Even though I spent a good amount of time making sure my scripts hit all the right beats and that the storyboards mapped out the visual flow in a way I was proud of, once I watched the footage back during editing, something felt off. I noticed that in those first few takes, my delivery was low-energy, sometimes monotone. There were moments where I’d look slightly off-camera, read from the script too noticeably, or just sound unsure of myself — likely because I recorded all those clips before getting fully comfortable in front of the camera again.

That’s been a huge realization for me: scripting and planning are only half the battle. Performance and energy in delivery matter just as much when you’re trying to hold attention in a 45-second IG Reel. Especially given my topic — the attention economy — it’s kind of ironic that I didn’t give enough attention to my own tone and delivery at first. 

I tried reshooting a few of the weaker videos, but honestly, some of the reshoots still didn’t land. I think I was overthinking it, trying too hard to recreate the original script perfectly instead of just delivering it better. The ones I did manage to improve definitely benefitted from me loosening up and speaking more naturally instead of sticking rigidly to the words on the page. I kept a few of the original versions even if they weren’t perfect, just to remind myself of where I started and how far I’ve come.

Now let’s talk editing. This has probably been the most rewarding part of the process so far. Once I started dropping the clips into Premiere Pro and playing around with transitions, cuts, overlays, and pacing, I realized how important editing is in amplifying the message and tone of each video. Sometimes, I’d be mid-edit and a brand-new idea would come to mind — maybe a text overlay to emphasize a point, a sound effect to draw attention to a beat, or a quick jump-cut to maintain momentum. These weren’t things I planned for during storyboarding, but they ended up making the final version so much stronger.

That’s been a big takeaway for me this week: the storyboard is a guide, not a cage. I used to treat it like a checklist, but now I treat it like a launchpad. I’m allowing myself to be flexible and follow creative impulses in the moment instead of forcing the edit to match exactly what was on paper. Some of my best creative breakthroughs have come from experimenting during editing — trying something out just to see how it feels, then realizing it works even better than the original idea.

I’ve also been dedicating extra time to learning more about Premiere Pro and other editing tools. I’ve explored new transitions, text effects, color grading techniques, and audio layering. I’ve even downloaded a few custom presets and effects packs, which have been helping me speed up the process while still making the videos look polished and dynamic. Things like motion tracking, smooth zooms, and L-cuts are features I only recently got comfortable with, and now I can’t imagine not using them. I’ve realized that small post-production touches — like pacing the music to the visuals, or timing cuts to match emphasis in my voice — make a huge difference in how the video feels overall.

In a way, editing has become my creative lab. It’s where my ideas evolve beyond the script and turn into something more alive and engaging. It’s also helped me build a ton of soft skills, like creative problem-solving, adaptability, time management, and honestly, self-confidence. Every time I run into a clip that doesn’t work the way I expected, I have to think on my feet: do I reshoot? Do I cut it differently? Can I add a visual cue to make the message clearer? I’ve learned not to panic, and not to limit myself — that’s a mindset shift I’m really proud of.

[ammentcapstone]

Tumblr Update

After my last update, I dove deeper into editing the first few videos I filmed for my project. Once I got into the editing phase and really reviewed those early clips, I realized they needed more work than I initially thought. Some of the edits helped, but ultimately, a lot of those videos ended up going back to the drawing board.

It wasn’t a loss, though—those first attempts taught me a lot. Based on what I learned about pacing, delivery, and overall energy, I was able to restructure my approach. After seeing those initial results, I sat down and rewrote all the remaining scripts for the rest of the project. I now have all my scripts finalized, and my next step is just filming the updated versions and uploading them.

One of the biggest challenges during this phase has been finding the right balance while writing the scripts. I needed them to be:

Concise (since the videos are around 45 seconds)

Entertaining enough to keep someone’s attention

Informative and backed by research

Technical enough to reflect the psychological and strategic concepts I studied

But still simple enough for an average person to digest while casually scrolling

Striking that balance has been harder than I expected. I kept reminding myself that while I want the videos to be intelligent and research-based, they can't feel overwhelming or "lecture-like." The goal is to translate technical ideas into engaging, quick, accessible content without watering down the depth behind it.

Another challenge has been scripting with video timing in mind. It’s difficult to know exactly how long a script will feel once it’s edited together with visuals, captions, and cuts. Some scripts that looked good on paper ended up feeling rushed or too packed once I started thinking about the rhythm and flow of an actual Reel. I had to be extra careful not to fall into “word vomit” mode—just cramming information in without allowing room for pacing, beats, or visual storytelling.

Writing the scripts also forced me to think ahead about how the final video would look and feel, not just what it would say. Every second needs to earn its place, especially in such short-form content. I found myself asking:

Where will the cuts go?

Where does a quick visual or overlay help reinforce the point without more words?

How do I make sure the energy builds rather than feeling flat?

All of this has been a learning curve, but honestly, it’s been really motivating. I’m starting to feel more like a creator who understands the whole process—not just writing, or filming, or editing separately, but how they all connect to tell a story that captures and holds attention.

The next phase is going to be all about executing the new scripts with stronger energy, sharper pacing, and a better sense of how each piece fits into the bigger message of my capstone project.

[ammentcapstone]

So for this past week’s update, here’s where I’m at: I officially created my first two videos for the project! I filmed them, edited them, uploaded them, and started getting into the rhythm of the full production process for the first time. It was exciting to see everything I planned actually start turning into real content.

That said… after uploading them, I made the decision to go back and re-edit both videos. Why? Because once I watched them with fresh eyes, I realized they were kind of boring. Not terrible—but definitely not grabbing attention the way they needed to. And that’s a huge problem when my entire project is about how to manipulate and hold attention. It was a wake-up call: if I can’t hold my viewers’ attention, how can I claim to break down how others do it?

In the beginning, I was so focused on analyzing other creators' strategies—breaking down techniques and attention patterns—that I forgot to make my own content entertaining and dynamic. I treated the videos a little too much like reports or breakdowns instead of pieces of entertainment themselves. Realizing that has made me rethink my entire approach going forward.

One specific challenge I’ve been facing is finding the right editing style. I’m experimenting with new techniques—cuts, captions, overlays—but I’m also battling the urge to change everything constantly. I want the editing to stay consistent across videos, so that the whole project feels cohesive, not like a random mashup of different styles. Figuring out that balance (experiment vs. consistency) is something I’m actively working through right now.

Another lesson: sticking to the script matters. When I went off-script and started improvising during filming, things fell apart pretty quickly. I’d stumble over words, lose my train of thought, or make points that didn’t land as cleanly. It felt more natural while filming, but when it came time to edit, it was clear that the unscripted parts didn’t hold up nearly as well.

Going forward, I know I need to:

Keep my scripts detailed enough that I can stay on track without rambling.

Focus harder on making the videos entertaining, not just educational.

Stick to a consistent editing style while still keeping things visually engaging.

Treat my own videos like attention experiments too—not just the videos I’m analyzing.

Overall, even though these first videos didn’t come out exactly how I wanted, the experience has been really valuable. Actually doing the filming and editing revealed a lot of hidden challenges that I wouldn’t have noticed just planning on paper. I’m excited to take these lessons into the next batch of videos and keep leveling up my process!

[ammentcapstone]

This phase has been all about laying the groundwork—mainly focusing on storyboarding, content planning, and building a structure I can follow consistently for each video.

Right now, my main goal has been to figure out a general structure that every video can follow. Since I’m creating a whole series of short-form Reels for Instagram (and potentially TikTok), I want each one to have a rhythm—something like a blueprint that helps keep things consistent, both visually and conceptually. I’ve been sketching out how each video should begin, how the core breakdown should flow, and how to wrap it up quickly but effectively.

One of my biggest priorities has been building a bank of content—finding and saving clips from creators that I’ll later break down and analyze in the Reels. This step has taken way more time than I expected. Finding the right kind of content that’s not only engaging, but also useful for the attention economy angle, has been my biggest challenge so far. I’ve been combing through Instagram and YouTube, saving promising videos in folders and even keeping a mini database with notes and time stamps. But honestly, short-form content moves fast, and not every viral video fits the criteria I need. I’ve been selective—maybe too selective at times—but it’s because I want the breakdowns to have real substance.

I’ve made the most progress on Instagram-based content, just because the format is already aligned with what I’m producing. TikTok is a little harder to sift through due to how chaotic the algorithm can be. Still, I’ve found some solid examples that I’m excited to work with.

At this point, I don’t have many formal deliverables besides my storyboard template and my organized Instagram folder of saved content—but I still feel like I’m in a good place overall. The planning work I’ve been doing behind the scenes is giving me the confidence that once I finalize my video topics, I’ll be able to “bang them out” quickly, especially now that I’ve started to develop a repeatable process.

I’m also starting to think more realistically about my timeline. With the foundation I’ve built, I believe I can produce at least one full video per week, maybe more if things go smoothly. Once the production starts rolling, I think the momentum will pick up fast.

So even though this update may not sound super “organized” on paper, I know I’ve been making steady progress behind the scenes. The hardest part so far has been curating the content—but with that nearly in place, I’m feeling ready to start turning all this prep into polished, watchable, and strategic work.

[ammentcapstone]

Ammen Intro Video

I was particularly impressed by Christopher Cotchay’s capstone project on woke culture. It stood out to me because tackling such a complex and polarizing topic must have been incredibly challenging to research. His focus on a niche and highly personal subject added a layer of authenticity and depth to his work, making it feel organic and engaging. The way he approached the topic sparked my curiosity, leaving me eager to hear his insights and understand his perspective. Christopher’s ability to navigate such a nuanced issue with thoughtfulness and originality truly resonated with me.

[ammentcapstone]

Ammen Intro video

I was particularly impressed by Christopher Cotchay’s capstone project on woke culture. It stood out to me because tackling such a complex and polarizing topic must have been incredibly challenging to research. His focus on a niche and highly personal subject added a layer of authenticity and depth to his work, making it feel organic and engaging. The way he approached the topic sparked my curiosity, leaving me eager to hear his insights and understand his perspective. Christopher’s ability to navigate such a nuanced issue with thoughtfulness and originality truly resonated with me.