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.

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

IVC News – April 2012

  • IVC is sponsoring Event Marketing Summit’s opening networking reception The Happy Hour on Monday, April 30th.
  • IVC recently received a Telly Award for the Cisco “Giving Moment” video-based on Cisco’s contribution to the St. Bernard Project.
  • IVC received “The President’s Society” recognition from the Cancer Support Community for our years of service to them. We are proud to be supporting our communities!
  • Check out our new Twitter page look and Facebook timeline!