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Analysis of visual data is underdeveloped in visual research, and this article gives a methodological contribution on how to perform collaborative video research on organizational practices, combining ethnographic methods and intervention through film-elicitation. We provide guidance for how to (a) collect ethnographic data with (and without) camera, (b) make preparations for film-elicitation, and (c) facilitate collaborative sensemaking with participants. Building on an enactive approach, we argue that film-elicitation based on a preliminary visual analysis and categorization conducted by researchers reenacts the immediacy and vitality of lived experience. This is done through enabling organizational members to create communicative constructs of the culturally embedded, inarticulate, and embodied aspects of social conduct. As such, we argue that video research is a powerful means for process-oriented theories concerned with capturing the multiplicity of organizational practices.

‘Isn't gravity wonderful? That's the magic trick in a way'. The Malinowskian ‘confidence theory of magic’ (1935) points to how a person, through the ritual act, becomes empowered to believe he can master nature's obstacles, and thus become equipped to undertake tasks from which he would otherwise shrink. The relation between creativity, magic and professional confidence is investigated through ethnographic fieldwork in the internationally renowned architecture company, Snøhetta, based in Oslo and New York. Crafting magic is performed by architects posing as digital experts of software technology and model making, and ritual experts who voice spells and formulas to guide the creative processes throughout competition phases. Inspired by the works of Malinowski (1922, 1935, 1948), Firth (1939) and Gell (1992), this article explores the phenomenon of magical capitalism as it enters the domain of competition and creative collaboration in organizations.

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