Just finished reading a great article from Script Magazine that talks about why characters in a film need to DO something to show what they’re thinking, rather than just sit there and think it. It’s true, because the visual medium is intended to be just that: visual.
The same could be said for any other kind of project, be it a TV Commercial, Training Film, Music Video, etc…your audience needs to be communicated to VISUALLY. What the characters say is important, but the manner by which they convey those words through their actions make for a more compelling message. Whether or not that message is cinematic, creative or commercially corporate.
Here’s a link to the article, enjoy: http://www.scriptmag.com/2010/11/15/inner-conflict-the-absolute-only-way-to-write-it-for-the-screen/