Digital video equipment and studios newly available for faculty use can be incorporated into the technological repertoire of college faculty, enabling professors to customize and enhance the learning experience of their students. Today's students are particularly attuned to analyzing visual images and data, so the use of customized films in the classroom makes very good sense from a pedagogical standpoint. The present paper examines the lessons learned from the process of producing a documentary-style digital video that serves as the centerpiece of a thought-provoking learning module for the introductory course in marketing.