Filmmakers Joke Fincioen & Biagio Messina (MTV's Caged, Dying To Do Letterman) tell us that a powerful pitch video begins with honesty and passion. They say if you care enough to put your blood, sweat and tears into making your project then you should care enough to tell people why. They advise against copying other campaign videos. They do advocate testimonials and social proof as a way to show that you are not the only one who cares about your project. Lastly they talk about the importance of knowing your audience.