Storyteller Secrets

Digital Storytelling-P1

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For thousands of years, storytellers passed down their stories orally.  Around 8,000 years ago, the first story was recorded on a clay tablet called a cuneiform.  That story was called, “The Epic of Gilgamesh.”  Oral tradition was the preferred method of telling stories until the 15th Century when the printing press was invented.   Today, the magic of digital technology has created a whole new reality in storytelling–digital storytelling.

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Digital Storytelling can combine: pictures, video, multimedia, audio, hypertext, 2D & 3D animation, music, sound effects, text, and narrations into an interactive and engaging format that can motivate and increase learning across the board.  In addition, the four learning styles: auditory, visual, reading, and kinesthetic are in full force in the majority of good digital stories.

So, what is Digital Storytelling?  Jerome Gratigny did a fine job of telling exactly what it is.

But at its core is still the message.  The rest of the digital storytelling elements are metaphors that keep supporting the message.  Therefore, the music must become a metaphor for the message, the colors, animation, images, dialog, whatever you are using becomes a metaphor  for the message.

Now, because of the wide array of digital elements available the old method of ‘writing it up’ needs to evolve.  It is best to use a storyboard.  So, what is a storyboard?

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A comic strip is a good example of a storyboard.  This is a four-panel storyboard from beginning to end reading left to right.  Every time I mention storyboard a hand goes up followed by, “I can’t draw!”  In truth, you don’t have to know how to draw.  You must just understand a storyboard is no more than a map showing where you start and finish.  We will go over in more detail tomorrow about how to put a storyboard together.

The next element is timing.  How long should your story be?  That depends on your message.  The commercials in Super bowl 2018 will cost over $5 million dollars for a 30-second ad.  Take a look at these 2017 Super Bowl ads, which cost only $166,667 dollars per second.  Can you identify the message?

When telling a story all you need is a little creativity and imagination.  When putting a digital story together you must think outside the box.  Don’t just think of still images anymore.  Think of images that actually move.

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There are thousands of ways to add digital media.  It is not about how much, but more what you need in order to move the story and the message forward.  The big difference between the 1951 and 2008 remake of, “The Day the Earth Stood Still,” was the 1951 had a message; whereas, the 2008 decided to concentrate on CGI and SFX.  That is why the 2008 remake movie bombed.  People go to the movies to be entertained with a story and to come out with a message.

A computer hooked up the Internet is a magic wand for you to deliver your message.  But it can also be Pandora’s box.   Tomorrow, we will explore the story-board.

NaaM

 

Storyteller Secrets, Strategic Story

Strategic Storytelling-Branding 1

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Strategic Stories can be transmitted through a variety of presentation formats.  Today, we will look at Story Branding.  You find this format mostly on Websites to Social Media.  Digital Storytelling should be kept at the 1 – 3-minute mark, beyond three minutes takes more creativity to keep the viewer to the end.

The two stories that follow is a second level of Strategic Storytelling we call, “ Storytelling Branding.”

Patek Philippe’s one minute commercial creates both the brand and image by using visual metaphors.  The black and white photography creates an air of sophistication and drama.  The video highlights five major cities that represent the five major UTC Time Zones.   Each time zone is equal to 10-seconds of video time.  In each of the five segments an adult is wearing a Patek Philippe watch, and the adult is always paired with a son or daughter image.   The last ten seconds explains the whole message: “You never actually own a Patek Philippe, you merely look after it for the next generation.”  This is more than just a watch to tell time, it is an investment in technology and fine art.  The music is soft, classical, and subtle.   It ends with, “Begin your own tradition.”  The Brand is set like a museum piece of fine art and the whole video plays into this concept.

 

 

The second commercial says absolutely nothing about the product, “Red Bull Stratos.”  The video was edited down to 1:30 minutes.   It is the historical documented highest free-fall jump ever done—24 miles in altitude.  The video went viral and has been seen more than 41,500,000 million times. The only brand icon visible was on top of the parachute.  Brilliant!  Red Bull, in the past has spent over $75 million per year advertising and marketing its product in the U.S.  However, the viral video, “Red Bull Stratos,” rose sales 17% to $1.6 billion dollars in the United States. Globally the company sold 5.2 billion cans, which was a 13% increase.  Red Bull’s slogan: ‘Red Bull gives you wings’.

 

Storytelling Branding has a beginning, middle, and end.  It differs from Strategic Storytelling, which is more of a persuasive argument.  The purpose of branding is to identify your product-service customer’s values.  If done correctly, the story will do most of the work.  Story Branding must build trust, confidence, and inspire emotion.  Without the emotional element, the story will end when the video ends.  Shut the sound off and see the video again, and then think about what Alfred Hitchcock once told his apprentice.  He said, “Even if they shut off the sound to my movies, the images will still deliver the message and emotions.”  This is good advice when developing your video storyboard.

Images must convey meaning through their actions and expected emotional response.  Background music should never over power, but act more as a supporting actor.  The story must lead the viewer to a conclusion on your Brand’s strength: Trust, Confidence, Reliability, or Leadership.  Which of these two videos would you use as your branding template?