By now you’ve probably seen the video. Simple text overlaid on sweeping and beautiful natural vistas set to a serene — but determined — instrumental soundtrack. Subtle stylistic choices: the use of lens flare, vintage film effects, and mirroring; the use of just enough motion graphics to make a point without being distracting. Beneath it all, a translation in Arabic script for the intended audience. Together, it forms the most potent and moving message I’ve seen addressing the rise of the Islamic state.