Recap: “7 Timeless Rules of Storytelling” with Max Joseph and Cleo Abram

Session 5 at Press Publish brought together two powerhouse creators—filmmaker Max Joseph and video journalist Cleo Abram—for a deep dive into the timeless rules of storytelling. Moderated with infectious energy and curiosity, the conversation explored how creators can elevate their work by focusing on narrative fundamentals that transcend platforms, trends, and algorithms.

Max Joseph, known for his work on MTV’s Catfish and the viral Nike video Make It Count, pulled from his 13 rules of storytelling, while Cleo Abram, who has amassed over 10 million followers across platforms by making science and tech accessible, offered her own distilled framework. Together, they unpacked seven essential storytelling principles, each illustrated with personal anecdotes, creative philosophies, and practical advice for creators navigating the ever-evolving digital landscape.

“Never underestimate your audience’s intelligence and never overestimate their prior knowledge.” — Cleo Abram

This quote encapsulates the ethos of the session: respect your audience’s capacity to learn and feel but guide them thoughtfully. Whether you're explaining quantum computing or crafting a short film, storytelling is about building bridges—not showing off.

“This is not about the product.” — Max Joseph on branded content

Max Joseph revealed that during the making of Make It Count, Casey Neistat didn’t even wear the Nike Fuel Band—the product the video was supposed to promote. Instead, they focused on a universal message: making life count. The result? A viral hit that resonated far beyond the brand. This challenges the conventional wisdom around sponsored content and reminds creators that emotional resonance beats product placement every time.

“You can figure out the rhythm and the beats before you even go into it.”

Before you hit record or open your editing software, talk it out. Max Joseph emphasized the importance of testing ideas through conversation. By gauging reactions, creators can identify the “juice”—the emotional beats that make a story compelling.

“This is just an A. Where is this going?”

A compelling story needs direction. Max Joseph shared how a video that began as a love letter to bookstores felt emotionally rich but narratively flat. It wasn’t until he asked, “Where is this going?” that the piece evolved into a meditation on mortality and the anxiety of unread books. That shift gave the story its arc—from Point A (nostalgia) to Point Z (existential reflection)

“Why does someone need to see it rather than just hear it?” 

Cleo Abram emphasized that creators are asking for both eyes and ears. In a world of infinite scroll, visuals must do more than decorate—they must clarify, explain, and elevate the message.

“You construct a ride for them… bypass their intellect and connect with their emotional soul.”

Max Joseph likened storytelling to crafting a mixtape—each beat, each transition, each emotional shift must be intentional. A great story isn’t just a collection of moments; it’s a ride. By pacing emotional highs and lows, creators can guide their audience through catharsis, surprise, and reflection.

“You know it in your gut. If you’re faking something, you feel it.”

Cleo Abram delivered a powerful reminder: authenticity isn’t optional. In an era of algorithmic pressure and performance metrics, it’s easy to chase trends or mimic formats that “work.” But audiences can sense when something’s off. The best content comes from genuine curiosity and emotional truth.

Session 5 was a masterclass in storytelling that reminded creators why they started making content in the first place. Amid the noise of metrics and monetization, Max Joseph and Cleo Abram offered a grounding reminder: great stories are built on emotional truth, visual clarity, and a deep respect for the audience. Whether you're crafting a 60-second short or a feature-length doc, these timeless rules are your compass.