this is ed sabol, whose nfl films changed football from a simple tale of wins and losses to an epic talef human struggles, successes and disappointments. so this is another way to tell the story. tell me a fact and i'll learn, tell me a truth and i'll believe. similarly, at a meeting of environmental grant makers a few years ago, there was much anxiety about the fact that the science wasn't holding up and the data was being challenged until one member got up and said, remember our stories will always trump their data. we focus on talking to the base with messages that may or may not be effective with other voters. democratic strategists on the other hand start differently. they divide the political world into base swing and reach voters and generally they don't speak to their base, they target every message to the swing voter. so since iwv's mission is to expand their base, we do research message development, then tested in the real world and make an investment decision about whether or not to deploy it. put another way, use the right bait for the fish you wan the to catch. don't use the

: reporter: in may it is and has the cables up around but it will be back in the back and turn for sabolhat will start in just about a year. that is the good news so or more to illuminate the brainchild of the idea. the action made this come true but they hadn't talked to ben davis and he's the artistic director. he talked about what the lady light show is a light and how is to see it go. >>: reporter: you can see that hundreds of people are showing up out here to get one last look at the lights before they go dark. it's a celebration that going to happen right now here on the embarcadero they have some music and some food. the artist himself was quick to be here talking about the light sculpture. but right now in the next five minutes or so out actually spectacular eurydice the lights coming up on the side of the bay area. the lights of frontier enjoy it while you can't it's quick to be gone for a gone <