Storyteller Secrets

How Stories Grab Visibility

It was estimated that 12 million viewers watched Super Bowl LIII from home; if you add the restaurants, bars, and clubs who also tuned-in the total number of viewers was closer to 112.7 million people (according to the Nielsen report).  The commercial spot cost $175,000 dollars per second, or $5.25 Million dollars for 30 seconds.  What did these companies get for their money?  Visibility, Attention, and Connections.

First, Visibility.  There are 28 million businesses online and more being developed every day, but they are also competing with daily news, entertainment sites, social media and more.  If your site is camouflaged with the wrong message than you are invisible.

Second, Attention. The one thing all businesses have in common is to attract people to their site.  The average clocked time when viewing a site for the first time is 3-8 seconds.  If you can’t capture the viewer in this time segment you’ve lost a sale.

Rolin
Madonna of Chancellor Rolin 1434:                           Wikimedia Creative Commons

 

 

Third, Connections.  All the commercials in Super Bowl LIII made connections not only with the game but also the winner-The Patriots.  This type of connection is important, and has been done since ancient times.  In both the Middle Ages and Renaissance periods, rich patrons paid big money to commission well known artists to paint their likeness into a religious painting.  For example, the patron, Chancellor Rolin, is seen kneeling before the Virgin Mary and baby Jesus.  Putting him in the same picture with the Virgin and Child was a 14th Century branding spot.  It elevated his prestige among the people, his place in the nobility, and his place in Heaven.

Most businesses online could not even imagine having the funds to produce a 30-second Super Bowl commercial spot; however, everyone has a story to tell.  A story that makes the emotional connection can produce an action; if you have the right story to tell.  The key is to connect the emotions of the viewer to the product or service as a solution.

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Wikipedia: Creative Commons

Back in the 1980’s, there was a PSA on addressing the subject of drug addiction.  In 15 seconds the viewer would see an egg fried on a hot skillet.  The narrator had only 14 words: “Okay, last time. This is drugs.  This is your brain on drugs.  Any Questions?”   A quick storyline like this has three immediate points:  Attention, Arousal, and Action.  The commercial has had several parodies over the years, but the message is still clear.

I have written about the chemical changes that occur in the human brain when a story is told. It doesn’t matter whether the story is told by a person or an animation; the results are the same if emotions are triggered.  (See: The Perfect Story)

In March, I will be hosting a free Webinar to teach how to develop digital storytelling.  I will not be selling any books, CD’s, or material.  There will be time for questions.  If you are interested send a request for more information and to reserve your place.  Hope you will be able to join us online.

Peter.Rome@Mail.com

 

Storyteller Secrets

Digital Storytelling-P2

Walt_Disney_storyboardsBetween 1931 and 1968, Walt Disney won 32 Academy Awards and still holds the record for most individual Academy Awards won.  Walt was known for pushing the envelope in storytelling and making animation an entertainment for both children and adults.

The storyboards that were created by Disney artists were more than just good artwork, they served another special purpose.  Walt used his storyboards to tell his story to his artists.  He used voices and body gestures to act out the whole story as it appeared on the storyboard.

sketching-painting-digital-animation-softwares-classes-in-delhi1You might be thinking, okay that sounds good, but I’m not making a movie or animation.  True, but you are telling a story and  digital storytelling  opens up a multitude of digital multimedia choices.  But it all starts with the storyboard.

 

spielberg-storyboardsA storyboard is a pre-production map showing your story beginning, middle and ending.  Steven Spielberg is known as being a great storyteller.  All you have to do is see any of his movies from E.T. to Jurassic Park.  Spielberg even has his storyboards out on location so that he can prepare and direct his shots.

As I stated in yesterday’s blog, a storyboard is like a cartoon strip showing a quick shot of a scene, its action, dialog, and what music or sound effects are going on.

Here is a simple student’s storyboard.  You can follow the story as you work through each frame from 1 – 14.

storyboard

 Putting these image together creates the story in action.  Like below.

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You can draw your own storyboard or pick up a template like the one above online.

To learn how a storyboard works study this 30-second commercial.

This 30-second commercial has only four scenes.  Sometimes it helps to turn off the sound and just watch the visual action.  What’s the message?

The message is water is essential for your health.  The majority of the commercial is on a young male who appears to quenching his thirst after a workout.  The commercial ends with a bottle of water.  This commercial does not sponsor any particular water company.

A storyboard is absolutely necessary if you want to make a good digital story.  A storyboard helps in the post-production stage; making sure the images have continuity; deciding which music selection best works;  if any sound effect needs to be added; choosing the best text font to communicate the story’s theme; and making sure your message is clear.

Every image must be able to tell the story without the help of words or sound.  Remember a good story is passed on while a poor story is passed by.  What changes would you make in the above water commercial?  Which image needs to be changed to drive the point that power drinks and sodas are not helping the body to quench its thirst?

Tomorrow and the next few days, we will discuss Timing in regards to how long each scene should be, and the supporting actors like color, music, and sound effects choices.  If you have any questions send me an email.

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

 

Strategic Story

Strategic Storytelling-Branding 2

After yesterday’s Story-branding, I decided to look for videos that could be critiqued and even possibly improved if they were changed to a story.  It didn’t take long for me to find one.  Before I say anymore, look at this Real Estate video.

 

 

The video was published on July 20, 2017.  The message for this video was to announce a First-Time Home-buyers Seminar that was scheduled for August 16, 2017.  The message took 10-seconds.  So, first let’s go over what’s wrong with this video.

First, it should have already been taken down after Aug. 16th.   This is out dated information.

Humor is a great attention grabber IF it makes a point–this one didn’t.  This group is hosting a First-Time Home-buyers Seminar.  What will be discussed?  What do I need to know in order to buy my first home?  What will I get out of this seminar when I leave?  Of course, none of these questions were asked.  What I observed were five well-dressed RE agents doing out-of-date 1980 dancing in the lobby of their office.  Here is an alternative for a one-minute story presentation.

INT.  KITCHEN   {Wife hands a letter to her husband}

HUSBAND

                                                  What’s this?

WIFE

Our rent is being increased again

HUSBAND

[ANGRY AND FRUSTRATED]

{Reads the letter and then crumbles it up and throws it into the trash}

This is never going to stop.  If we owned a home, like our parents, we would be better off.  But I just don’t think we can afford it.

WIFE

I’m not sure if we could even qualify.  They go by credit scores and how much money you got in the bank.

HUSBAND

I’ve gone online, but there just too much information and education to figure it all out.  I just wish we knew someone we could talk to.

INT.  [CAMERA PANS TO RIGHT] TO RE AGENT BEHIND THE COUPLE.  CAMERA ZOOMS IN SLOWLY ON AGENT AS HE SPEAKS.

AGENT

Let us help you answer these and other questions you might have at our free First Time Home-buyers Seminar.  Come with your concerns and questions and you’ll leave not only with answers, but who knows, maybe with an idea where you might just buy your first home.  Let us be your guide and take you through the steps.  We’re here for you.

A window to click to reserve your free seats could have helped in getting customer information.  This group overlooked several opportunities to collect intel and future leads.

Now, let’s end with this advertisement for Ubiquity World Network.  Remember Hitchcock on the visuals setting the tone, communicating the message, and transferring the emotions.  You will find all three in this one-minute clip.  I especially enjoyed the transitions between scenes.  This is not hard to do, it just takes time to plan it out.  The story has a beginning with the architect designer, how the company differs from cable companies, and ends with a united family using the Net.

 

AfterEffects software can do both these transitions and animations.  Worth thinking about.