5 Tips for How to Create Powerful Media

Written by, David Rathod, Creative Director, InVision Communications

(Download PDF Version: 5 Tips for How to Create Powerful Media)

InVision believes in creating captivating, transformative experiences that connect with audiences on a deeply emotional level. There’s no better way to engage an audience and convert them into brand enthusiasts than with imaginative storytelling told through beautifully executed media. For us, media constitutes a variety of elements, including video, motion graphics, theatrical effects (i.e. lighting and sound), and interactive components and technology (i.e., augmented reality and virtual reality).

Here Are 5 Tips for How to Create More Powerful Media Experiences for Your Brand:

1. Define the Takeaway.
Before starting any media project, establish what you’re trying to achieve. When the experience is over, what do you want people to do? What do you want them to feel? Craft your messaging so the audience reacts in a certain way and develop the style of your piece to generate the feeling you want to establish. Think about style in the context of movie genres—is this a comedy, drama, thriller or historical story? Knowing what you want the audience to do and feel will inform how to tell your story.

2. Treat Media Like a Journey, Not a Destination.
Effective storytelling takes audiences to a place they might not have otherwise gone. Though there is a beginning, middle and an end, the point of the story is the power of the experience itself. Use honesty and imagination as a way of getting the audience to let down their guard and get caught up in the moment. Put yourself in the mindset of the attendee, think about how you will excite and inspire them; and guide them along a path of discovery that ultimately connects them to your brand. If you’ve taken them on a compelling journey, you will have earned their trust along the way. And with brands, trust is critical to success.

3. Craft a Unique Message.
Instead of creating a safe, generic message, take a stand! To win over the audience, distinguish your brand by developing a smart, creative, unexpected story—something that supports your brand story, yet separates you from competitors. Tell your brand story with heart and conviction, not marketing lingo. If you feel a personal connection with the story you’re telling, others will too. Be bold with your media design to maximize impact—when done well, it always pays off. You can be bombastic and loud, minimal and elegant, or funny and irreverent. A succinct, bold idea that reinforces your brand, yet resonates with people catapults your brand to be top-of-mind.

4. Flatter Your Audience—With Intelligence.
Today’s audience is more sophisticated than ever. As this link from eMarketer shows, people absorb media all day, every day—online, offline and on their phones—which means they’ve seen it all. Audiences want to be moved and impressed, so give them original, exciting work. Whether you leverage elegance, humor or emotion, be smart about it. Don’t dumb it down. Create experiences for intelligent, observant audiences and they’ll respect your brand for it.

5. Put the Venue to Work.
Where and how will the audience be experiencing the media? It’s important to understand the venue space itself. If it is expansive and spacious, use the whole room. Lighting effects, projection mapping and interactive elements, such as PixMob, can help fill out a space, making it feel more intimate. It’s also important to pay attention to running time and tempo. For example, if you’re creating an opening experience, the audience will give you their full attention; use it wisely and don’t overstay your welcome. Always leave the audience wanting more.

Engage and Inspire Your Audience with InVision
Immersive, engaging media experiences can transform the way you connect with your audience. People love being taken on a journey, and a well-crafted story told through film/video, interactive elements, live performances or a combination thereof can boost the emotional engagement they have with your brand, your products and your people.

If you’re interested in creating more powerful media experiences, let’s talk. At InVision, we’re always excited to tell brand stories in new, thought-provoking ways. Contact us at info@iv.com. 


Brand Storytelling Through Film

(Download PDF Version: Brand Storytelling Through Film)

Event attendees look for experiences that deepen trust and appreciation of the brand. Successful creative has to generate honest communication or we risk turning off audiences. So to sustain competitive advantage, businesses must become masters of brand storytelling.

The guidelines of effective storytelling are pretty simple:
1. Tell honest stories with style and quality.
2. Don’t take yourself too seriously.
3. Create a story that you personally would want to experience.

With those in mind, the marriage of emotion and film technique will enhance your brand story in a way that creates an authentic message and deepen connections.


Humanize the Brand
Google played with film storytelling styles in a fun and clever way by using various documentary filmmaking techniques to connect audiences with their brand in ways that traditional third person POV filmmaking cannot always do. This includes up close and personal interviews, wide shots so we can see the environment and the use of graphics to augment a rich, multilayered and authentic story.

Done right, this remains a fantastic way to enchant the audience and create an atmosphere of trust and confidence. If your brand has a good sense of humor like HP, the viewer’s more likely to believe in you, knowing that you’re not merely spinning a marketing yarn. But if comedy isn’t appropriate, a light, friendly approach helps make the right emotional connection. Occasionally it’s the most serious message that’s best communicated with humor.

Virtual Reality
VR immerses the viewer in ways 2D or 3D can’t do. Since it requires headsets, the experiences are individual instead of communal, but the depth of involvement is impressive. Some VR now combines virtual reality, augmented reality and live video which opens doors to amazing possibilities. There’s a lot of smart experimentation being done: brands like Mini, Lufthansa and Facebook have produced interesting content and the New York Times, music performances and film festivals are featuring it.

Hybrid Filmmaking
The iPhone, GoPro and DSLRs are making it possible for everyone to become filmmakers. Tangerine, a feature film shot entirely on the iPhone 5, told a story in locations that traditional films would have to spend significant money to secure. The relaxed filmmaking style is unintimidating and feels more like they’re making a home movie or selfie. Inexpensive filming technology in the hands of skilled and creative filmmakers can lead to quiet, unexpected and powerful stories.

Interested in learning more about brand storytelling through film? Contact us at info@iv.com

Written by, David Rathod, Creative Director, InVision Communications

Sweatworking: A Healthy Way to Network

Sweatworking is the New Networking Article

Five B2B Engagement Tactics

5 Conference Trends B2B 2016

Millennials: Same Goals, New Methods

0600  Millennial Handout Final High Res

Location Tracking Brings Event Planners Real-Time Data

psfk loopd

Photo Credit from psfk

As experiential marketers, we are constantly looking for new ways to gather data at our events that will help us measure the success and engagement level of our attendees. One effective solution marketers are adopting are location-tracking devices and tools.

Tracking attendees’ movements and interactions brings a wealth of information to planners because it gives us real-time information on traffic flow, data retention, dwell time and connections.

Loopd is one example of a location-tracking tool that uses Bluetooth low-energy beacons around the event that communicate with chips the attendees wear around their neck. The real-time data collected captures tangible analytics that can determine how much time attendees spent at your event or booth. It also allows you to watch attendees with heat maps so that you can see where the most popular areas are at your event. Loopd also benefits attendees. Attendees can share their contact information with another attendee by simply tapping their badges together. They can also see a history of their interactions and download marketing materials from exhibitors they visited.

Have you used location-tracking solutions at your events?

Eye-Tracking Technology Meets B2B Event Conferences

Eye Tracking Technology


For most of us, we experience our life visually. What we see is one of the primary ways we gather information. But what we might not be consciously aware of is that our brain ultimately decides what we choose to look at. This is one of the reasons why eye-tracking has become a valuable tool for marketers. Marketers can use this technology to discover what intrigues and attracts a consumer’s (or in our realm, an attendee) attention when faced with a variety of products or actions. Even further, eye-tracking can give indications about the person’s presence, attention, focus, drowsiness, consciousness or other mental states (Citing Source: http://www.tobii.com/en/about-tobii/what-is-eye-tracking/). This information gives us deep insights into people’s behavior and actions.

In the B2B event space, eye-tracking opens the door for marketers and leadership to understand an attendees’ engagement level. While social media gives attendees the voice to express or communicate online, eye-tracking reveals a new kind of “voice” by exposing behaviors that we might not otherwise notice. For example, a learning station at an event can capture what attendees are specifically looking at onscreen and even determine if they are engaged or not. Through collective research, marketers can narrow down what exactly worked and didn’t work on their learning tool. Maybe it was color or choice of words…or maybe the material was too wordy so attendees lost interest…or maybe something was too distracting. No matter the challenge, eye-tracking has the ability to help marketers re-examine, adjust and try again until there is success.

One of the most obvious benefits of eye-tracking is helping companies understand their consumer. Among a choice of five kids’ cereals that are similar, why does one sell more than the other? What grabs and holds your attention longest? Fortunately, there is a science and eye-tracking helps cut down hours and hours of focus groups and surveys.

Be on the lookout for more eye-tracking developments in 2015. In the meantime, we leave you with *three takeaways on what eye-tracking can tell you in your marketing efforts courtesy of Perception Research Services (PRS).

Do people even see and notice a package on a cluttered shelf, a display in an enormous store – or a link of a cluttered web screen?

Do these marketing efforts hold their attention – or are they quickly bypassed?

Viewing Patterns/Communication Hierarchy
Which specific elements or messages draw attention and are consistently seen/read (and which are frequently overlooked)?  

*Citing Source: Perception Research Services (PRS): http://www.prsresearch.com/prs-insights/article/getting-the-most-from-eye-tracking/).


It’s a Bird! It’s a…Drone?


Photo Credit: http://blog.grabcad.com/blog/2011/06/14/festo-smartbird/

Drones “flew” off the shelves during the 2014 holidays as more and more technology enthusiasts opened their wallets to purchase some of the most talked-about models.

It won’t be long until we start to see more and more of these flying drones with integrated video camera technology in the B2B events space to capture a different point of view of the audience experience. Using a birds-eye view, drones deliver a valuable perspective for marketers to see where their attendees are and what they are doing. It’s certainly a different kind of data gathering, but undoubtedly a priceless one because you can capture attendee emotions and reactions to your tradeshow floor or general session, as well as note which areas or booths have the most traffic.

Not a fan of insect-looking creatures flying around your venue? What if it looked and flew just like an actual bird? The SmartBird (an autonomous ornithopter utilizing bionic technology, if you want to impress your friends) was first introduced in 2011 and caused quite a stir in its beauty and agility. How incredible will your walk-in be with these beautiful herring gull-inspired birds flying around your ballroom ceilings?

Flying drones are not only attractive to watch but can get your attendees involved with some added fun. At CES 2015, Nixie was introduced as a wearable bracelet drone that flew away from your wrist to snap a picture of you from a further and higher distance. Essentially, it’s a huge upgrade from your selfie stick. Instead of capturing your face and maybe a little bit of background, Nixie provides a wider view of you and the surrounding environment.

These drones are approaching fast. I, for one, am excited to see where they land.


It’s All in the Wrist

Apple Watch

Photo Credit: (Reuters/Stephen Lam)

All everyone has been talking about lately is Apple’s new interactive Watch coming out early 2015. And, of course, they didn’t just make one watch. That would’ve been too simple. Instead, they made three watches: Apple Watch, Apple Sport and Apple Watch Edition. For the person who doesn’t mind wearing something on their wrist, the Apple Watch might be perfect for you.

The 38mm – 44 mm watch with retina display does almost anything imaginable. In addition to it being able to answer calls, check emails, listen to music, see photos and give directions; it also has quite a few attractive highlights.

Some Highlights

  • Sending texts with words is not the only option. You can sketch your message and your friend on the other end can watch it animate.
  • With Passbook, you can store your credit and debit cards, boarding passes and tickets – and even use your Apple Watch to pay at participating stores.
  • Apple found a way to give technology “a more human touch.” Whenever you receive an alert or notification, you will feel a tactile (but subtle) sensation.
  • You can visually see your heartbeat and actually send it to someone to show them how you feel.
  • For fitness fanatics, tracking steps, calories and your heart rate is just the start; a “Stand ring” tracks how often you’ve stood and  reminds you to move around a bit.
  • Using additional app software, you can control the temperature in your home and turn your lights on and off.

So how can we leverage the technology Apple has created into our live events? Once app developers get their hands on this, it’s only a matter of time until new apps will be created to enhance the Apple Watch experience even more: networking, gamification, data gathering and even gesture technology.

How will you use it?

If This, Then That – Say What?


Have you heard of IFTTT? No, we didn’t fall asleep on our keyboard… it’s an app that connects two apps or services into a personalized recipe of delight.

For example, let’s say you want to remind yourself to take out the trash on Thursday night. An average Joe would just put a reminder in his phone with a two-chime alert. But extraordinary Joe takes his app and programs it so that if it’s Thursday at 7PM, the lightbulbs in his house will start flashing red in every room to remind him that it’s time to take the garbage out. Now granted, extraordinary Joe has WiFi programmable lightbulbs, but this example goes to show just how extensive the app can get with what you want it to do.

And if you need help coming up with your own recipes, IFTTT has a list for you to use and become inspired by its capabilities