brendankane We're almost 2 months into 2020, how's everyone doing on their New Year's resolution? What are you hoping to be more of and what steps are you taking to achieve what you're setting out to do?
brendankane This video is a great example of how narrative format can be used to get and keep people's attention. It can be highly effective by any creator on any platform. This British Airways commercial has 7.4 million views online using a narrative "short film" format that captures your emotional investment and keeps you engaged for the STORY instead of the product. It makes you want to watch until the end and leaves you with a lasting good feeling. Once that's achieved, all the company needs to do is add their logo or slogan for you to make the connection to the brand. The next time you think about how the story has moved you, you automatically remember the company or product associated with it.
brendankane While most people may not be able to relate to being deaf-mute, most can relate to feeling unheard or misunderstood for our good intentions. We created this piece to encourage everyone to give the benefit of the doubt to those around us.
We wanted to produce a piece that creates an emotional build up in the viewer - like a film.
But in order to make this piece stand out in the fast social media space, we condensed the storyline and aimed to hit the key points hard and fast.
Here's a quick formula breakdown of how we designed it:
• Open the story with a situation that would immediately form the viewer's opinion or empathy for a character ie. people mistreating the beggar and throwing things at him
• Follow up by another more high strung situation to build on that opinion ie. the misunderstood beggar gets pushed and accidentally bumps into an angry pregnant couple
• Raise the stakes even higher by introducing a third situation that digs a deeper grave for our misunderstood character ie. villain steals the purse and baby while the beggar becomes the scapegoat
• Resolve the issue with a twist, subverting the viewers' expectations ie. couple gets their baby back from whom they originally accused as the cause of their trouble
• End with justice ie. we see the beggar is now being rewarded for his good deed and the couple finally sees him in a good light