Florida businesses create experiences that immerse people, drawing millions of people to the state. Those businesses are a story generating machine focused on creating experiences, said Mike Monello, Partner, Chief Creative Officer,Campfire in his opening remarks at OMMA Video. Approach video as an experience to tell the story, Monello said. He walked through four principals. For starters, put the audience at the center. Don't surround people, but architect the story so people are at the center. Don't tell a story, but give them one to share.