Why a Hero Film has no sound
A homepage hero and a social feed both autoplay muted. So the film is authored for silence rather than apologising for it.
Sep 18, 2026
Forty words, seven to a line, legible by 3.0 seconds
The word budget for a thirty-second silent film, and what the budget forces you to admit.
A thirty-second silent film has room for about forty words. Go past that and you have not made a film, you have made a slide deck that plays itself.
The budget
Forty words at most across the whole film. Seven to a line, so nothing wraps in a way the eye has to untangle. The hook legible by three seconds, because that is roughly how long a visitor gives you before deciding whether to keep watching.
What the budget forces
The constraint is the point. Forty words means you cannot list six features, so you pick the one that matters. Seven to a line means you cannot hedge. By the time the lines fit, the argument is usually better than the one you started with.
The Attio film runs thirty-one words across seven lines. The longest line is six words.
