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.

4 TRENDING FILM TECHNIQUES FOR EMOTIONAL FILMMAKING

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.

Humor
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

How the Cookie Crumbles

3D printing has been around for years, and, as with all technologies, it’s improving as we speak. At SXSW, though, Oreo teamed up with Mondelez International to demonstrate a curious new frontier for the next gen printing technology: edible delights. The experience tracked topics that were trending online and interpreted them into filling flavors, so that visitors could witness a marvel of technology – and eat it too. Pursuits and skeptics may scoff at the idea of a custom-printed cookie, but on-the-ground reports said that the taste was almost identical to a bonafide, garden-variety Oreo. The only real difference was in texture – the original snack is a bit sturdier than its 3D-generated counterpart, which tended to crumble.

With this level of advancement, 3D printing could start to play bigger role in our lives. Could 3D printing form a part of your next event, as a unique experience and a peep hole into the future of innovation? 

That’s a wrap!

The shortest distance between two points is a straight line, but the shortest distance to a “wow” factor defies that rule. Enter flexible LED. Flexible LED is a fairly new player in display technology, but the hundreds –  maybe thousands? – of applications are evident almost immediately. It’s your regular old LED screen, shaken and not stirred – it can curve and mold to cover almost any surface you can think of.

Tradeshow booth? Existing columns in a ballroom?  Check. Walkway to a General Session? Check. Flexible LED let’s you rethink how you present custom, digital content… and even how your audience can interact with it.

How could flexible LED make a splash at your next event?

Let’s Get Digital, Digital

Are business cards becoming a thing of the past? As we become more digital (and more eco-conscious) anything that doesn’t have a computer chip starts to seem pretty ancient. Take business cards for instance. When most of us attend a conference, we load our wallets and purses with business cards with a hopeful goal of receiving a business card in return. That’s how we network, yes? But times are changing…future generations are likely scrolling through their phones to find an app for that instead of the inconvenience of carrying around a bunch of cards.

At the FutureStack conference in San Francisco, analytics company New Relic lightened the wallet load by handing attendees computerized name badges that swaps data when two badges are “bumped.” Sounds easy… and fun! Attendees can later access the contact information they’ve collected with a conference-specific app.

But wait, there’s more! It also allows New Relic to uncover data about their attendees they otherwise might not be able to get. For example, they can collect location data and find “correlations between session attendance and things like weather or coffee consumption.”

Back to the Future

To draw tourists to Melbourne, Australia, developed a unusual interactive advertising campaign.

Four people had cameras strapped to their heads. Their video footage live-streamed on a site where viewers were able to “control the tourists” – basically, tell them what sights to see and what to do in Melbourne. This clever way of advertising drew in an amazing 8,726 requests!

Now imagine how we might be able utilize this type of technology at our events… for attendees who aren’t able to attend the event live, they can watch virtually from their computer and have access to these “roaming reporters” at the event. Attendees can dictate what they want the reporter to see, hear and experience as if they were there themselves. It’s a fantastic way to keep the online experience engaging.

What do you think?

Reflection Mapping is the New Kid on the Block

No doubt that you have heard of projection mapping, but have you seen or heard about the latest, coolest technology called reflection mapping? Innovative technology experts V Squared Labs created this stunning technology that uses mirrors, light and sculptural form to create dramatic staging effects.  The symphony of technology results in such a visually thrilling sight, it’s hard to look away. In this video, the studio worked with music group Krewella to create the stage set. You don’t want to miss it!

Halo Up There!

The Challenge: PRG and Five Currents were tasked to create an amazing, never-seen-before opening and closing ceremony experience held in the massive Omnilife Stadium for the 2011 Pan American Games in Guadalajara, Mexico.

The Solution: Ambitious would be the operative word. Using a halo structure that weighed 165,350 lbs (75,000 kg), which held all technical and creative elements inside while suspended in the center of the roofless Omnilife Stadium, the opening session began with an unbelievable sense of awe and wonder.

Aerialists descended in a beautiful, rhythmic movement performance. They appeared to be floating in midair inside the halo as performers on the ground below sung and danced. Spectacular visuals were projected onto the 360-degree projection surface of the halo in addition to the stunning custom-designed lighting and impactful audio elements. There were three projection areas: the Halo retractable 360° screen, the circular stage floor and the projection on the aerialists. Everyone worked together to create the magical moment.

It Makes Sense

Visualize your toothbrush for a second. Now imagine brushing your teeth with it. What do you feel when you brush your teeth? Is the experience exciting? Are you asking yourself, “What is your point? It’s just a toothbrush.” Not according to industrial designer Jinsop Lee. At a recent TED talk, Jinsop Lee shared his theory of the 5-sense design in the hopes of inspiring us to notice great multisensory experiences. He candidly shares some great examples, including a toothbrush that tastes and looks like candy, to support his belief that great design appeals to all five senses.

His examples reveal just how much more any ordinary experience can be elevated if one, two, or even all of the senses are heightened in some way. It makes you wonder how we can integrate this theory of the five senses into our events. After watching his TED talk, there are definite possibilities in most scenarios, we just have to think outside the box… Jinsop Lee certainly did.

Perhaps when attendees walk into general session, an intoxicating smell greets them. Or what about a pitch-black general session opener where attendees only hear a powerful audio experience that mimics the sounds of nature, to help immerse them into the experience? Liquid scenic or 3D projection mapping is a great way to stimulate sight. The ideas are endless – how are you going to engage the senses at your next conference?

You Have Five Seconds to Strike a Pose

We’ve all been inside a photo booth. Three, maybe four, of us enthusiastically squeeze into this tiny 75”h x 29”w x 60d” booth with a useless bench (because let’s face it, even one person sitting on it gets crowded). We excitedly choose between four different backgrounds – hearts, Hollywood curtains, stars, etc. – or maybe there is no choice. Suddenly, you have five seconds to pose (most of the time without a countdown) so some of us hurriedly try to come up with the cleverest pose while the others are trying to maintain within the photo frame in the hopes of not being cut off. We go through this circus about three more times and then, sweaty but still excited, we stumble out of the photo booth and wait five minutes for our one photo strip.

Sounds exhausting, right?

Fortunately, there are other ways to have fun taking photos with friends and colleagues. Instead of piling a limited number of people into a booth, what if you created an environment that allows photo-posing fanatics to feel like they’re actually in the scene? To enhance the experience further, hand attendees props and easy-to-throw-on costumes. These backdrop environments are a great way to promote your product or an event; draw attendees towards your booth at a tradeshow; or create a memorable experience at your conference.

To help inspire you, BizBash recently compiled 19 of the most clever photo booth backdrops. So tell us, if the sky was the limit, what kind of photo booth backdrop would you create?

For Your Entertainment

Been there. Done that. How can we up-level the entertainment factor at our next conference?

We need to think outside the box of the typical awards and general session space. Make your conference memorable so that long after the show, your attendees are still talking about it. And we know you want your audience to feel special so give them that special moment that’s both awe-inspiring and unforgettable.

What about an amazing laser show to open your general session? How about introducing award winners using light painting performers? Or maybe wow your audience with a unique opening performance of video mapping dance and combat? Is your conference outside? Check out the water rocket show that will surely catch the attention of your attendees.

The ideas are clearly endless and it’s up to us to WOW our audiences in unexpected ways. Share with us how you WOWed your audiences recently.