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

Written by, David Rathod, Creative Director, InVision Communications

Webinar Available On-Demand! Neuroscience: “Why We Do What We Do”

In case you missed Wednesday’s webinar on Neuroscience: “Why We Do What We Do” you can watch it on-demand!

Here’s a word from the guest speaker of this topic, Lynn Randall:

Experience Design Brainiacs

Great event experience design can come from anywhere.  But, truly brilliant experiences grow from understanding the human beings who’ll be consuming what we create.   This is the basis for diving into what may seem an academic and unrelated scientific area of study.  But, peeking into the human brain and applying what you find inside may truly be the stuff of genius.

Let’s start with a basic and easily relatable fact.  We’re social beings.  No really, and truly deep to our core we are all social, because we’re wired that way.  It helped our caveman ancestors survive in the wilds.  Alone they realized they would die, but bonded together in groups they were more likely to live to see another day.

One of our basic human drives is the desire to bond and connect with each other.  We know this, because we receive natural chemical drug hits when we meet someone.  Whether we’re connecting with someone new or catching up with an old friend in-person or online, our bodies release oxytocin. Oxytocin is the naturally occurring chemical that makes us feel content, affectionate, and generally calm.  Doesn’t that make you feel even better about the public service you’re providing as an event professional?  You’re spreading trust and contentment with every welcome reception or final night party you create.

Those aren’t the only emotions upon which we should focus.   Harnessing the power of emotion carries along the greater good of achieving your event’s business goals and objectives.   We always thought that logic and reason were the strong biceps of a business message’s knock-out punch.   Neuroscience tells us that’s just not the case.  It’s actually emotion that creates a much more powerful impact that logic or reason.  Cognition and emotion are closely related and intertwined within our brains. The existence of neural wiring between the thinking and emotional centers of the brain mean that emotions are the gateway to helping or preventing the brain’s ability to retain information and learning.

Another key component to message absorption is that we have to provide our audiences with the grand scheme – the meaning behind our message before we launch into the minute details.   If we aren’t thinking first about the meaning of our message, none of the other facts will stick.  But wait, I’m not completely done with the emotional connection yet.  Because studies have shown that emotional arousal focuses attention on the “gist” of an experience at the expense of peripheral details.  Make sure your audience knows what you mean before you give them the charts, graphs, and lists of details.

These are but a few nuggets of the event design gold that comes with mining the findings of neuroscience.  It’s my hope that these nuggets spark your interest in exploring more of the fascinating world of the human brain and what makes us tick.