Advice from the guy behind the Gorillaz videos, Pete Candeland:
You always try to build entertainment almost like a ladder — or steps — going up to a climax. Like a little story. You want to keep people involved by giving them just enough to want to know what’s going to happen next.
In a short video, it’s about what comes in the next 20 seconds, and then the next 20 seconds, and then the next. It’s an escalating ramp-up of interest, and sometimes a ramp-up of activity and richness of imagery.