The Power of Transparency in Storytelling

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True stories connect with people. A sense of vulnerability and transparency builds trust in your brand. It shows that you don’t have anything to hide. It shows that there are real people behind your brand. You are no longer a faceless product or company; you are real people connecting with other real people in your marketplace.

There’s a saying that goes, “Facts tell. Stories sell.” People don’t connect with facts. They connect with stories. Your stories can actually shape the way that someone thinks.

Authentic stories told through live action video are far more powerful than a marketing message told through other methods like 3d animation, motion graphics, or character animation. See the “behind the scenes” video we produced for Benefit Cosmetics.

Team members are telling their stories through their own words. The shots are candid in nature. It feels real, transparent and authentic and that’s what makes it effective.

The Psychology of Visual Elements in Marketing

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Nonverbal communication is powerful. The vast majority of our communication happens not through the words that we speak but the auditory and visual cues that accompany them.

For years, psychologists have studied the effect that visual elements have on people’s emotions. Repeated studies have shown that something as simple as color impacts emotions. Some well known examples are the use of red in many fast food chains. Red has been shown to stimulate hunger.

Likewise, many luxury brands use black and white or gold and silver. This isn’t accidental. These palettes convey a sense of luxury.

For any form of video production, this psychological factor must be kept in mind. The overall visual of the production is a large part of the message being communicated.

See the spot we created from Symantec as an example. Specific colors are intentionally used to reinforce the concepts presented in the video as well as reinforce the overall branding.

What’s in a word?

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Verbal Communication
Propositionality
Language contains propositions that can be proven false
Discreteness
Words have discrete, agreed-upon meanings (e.g., dictionary definitions).
Displacement
Language can refer to things removed in time and space.

Nonverbal Communication
Universality
Some forms are common everywhere.
Simultaneity
Several messages can occur at the same time.
Spontaneity
Can occur mindlessly and automatically.
Iconicity
Signs may resemble the thing(s) they are referring to.