The Last 3 Minutes

Cinematographer Shane Hurlbut shot this very dramatic video as a showcase to a new model of Canon camera that shot movie-quality shots. This particular short film uses few explicit textual references, but a slew of subtextual ones. It plays out several events in reverse order, suggesting the idea that one's whole life flashes before their eyes as they are dying. The individual is a janitor who seems to have a heart attack near the beginning of the film. As the film progresses, it is suggested that his wife leaves him because he becomes an alcoholic, and leaves other events open to speculation as well. The video is targeted at the emotions of the viewer, and Shane Hurlbut makes it do so in a very effective manner. I believe that all media creations are much more effective if they affect the user/viewer on a personal level. That is, making them relate to it to events that might have taken place in their own lives. I generally add in elements like these wherever possible to generate excitement, sadness, awe, etc. This always enhances the consumer's experience by adding a connection on an emotional level.