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YouTube has transformed popular culture. Video is everywhere. Technical publications groups need to innovate or they will be left behind. One way to innovate and engage customers is through using video or animation. But creating video or animation is not a simple process. To illustrate the complexities of this approach to innovation, we must journey from the “ordinary world” of documentation, to a new, “special world” of media production. On the way, we need to overcome several obstacles: getting management approval; finding guidance and mentors; creating a pilot; testing the process; learning video editing; losing allies and staff; and facing technical problems. To be successful, we must fight back with workarounds and new ideas. Only then can we reach the reward of our journey by publishing our video and animations.