It’s widely-known that the digital age has brought about fractured media and niche communities. Trying to sell a single message the same way to all audiences on all platforms is, at best, ill-advised.

Things haven’t gotten any easier. The wide range of high-quality screen sizes–from those that fill a room to those that fill your hand–make for very distinct viewing experiences. Beautiful landscapes translate nicely on large screens while details are lost on mobile phones, particularly when viewed on-the-go.

Close-up talking heads are well-suited for small screens but can be shocking large screens.

Take the case of a year-old Girl Guides of Canada promotional video (see below). The video is perfectly suited for mobile phones, and small video players within browser windows. It likely works well on tablets and there’s a chance it looks good on small televisions.

However, the imposing 66 foot wide, two-storey projection of the VERY tight shots on an UltraAVX screen before “Finding Dory” yesterday afternoon seemed to have an intimidating effect on children while shocking the adults. As my daughter noted, even movies rarely have extended extreme-close-up sequences.

The overall effect was that the message was lost.