There are two lessons here for the photographer. First, be yourself. You are unique. You have your own thoughts and experiences that you bring to the camera. No one can make images the exact same way that you can. So exploit that. Second, be creative. With imagination, you can make extraordinary out of the ordinary. There really are no limits.
In the case of this video, if Charles Ramsey had not been himself in the interviews and if The Gregory Brothers had not been creative, Dead Giveaway would not be a song.