Could You Tell Your Businesses Story Without Text?
This video was published back in May 2012, but I hadn’t seen it till today when my friend Shelly Kramer posted a link to it. All I can say is, wow! Anyone involved in business needs to take a look at this video. It speaks to the most basic principals involved in marketing. Business goals are simple. Profit or non-profit everyone wants more people to learn about what they do. After watching the video do you know what Getty Images does?
The video came about from patient research work. It involved more than 5 thousand photographs and resulted in the above 1 minute film that AlmapBBDO created to advertise for image resource powerhouse Getty Images. At 15 images per second, it holds 873 images in all, without any text, and in my opinion tells a great story.
Copywriter Sophie Schoenburg and art director Marcos Kotlhar worked 6 months researching images, improving the script and building each scene so they would not only be understood, but would also touch viewers. Sometimes, for example, a scene would look perfect on paper, but the images chosen to depict it were not sufficient or did not perfectly match up to offer the right movement and sense. And hence the research had to be restarted. The film was directed by Cisma, via Paranoid BR, along with Marcos Kotlhar, the art director at the agency.
For this creation team, the purpose was to adhere to the concept that Getty Images has so many images that anybody is capable of telling any story they want by only using their archives. In the film “Do amor ao Bingo em 873 imagens” [From love to Bingo in 873 images], a storyteller in the corner of the screen describes the images used. The Getty Images logo appears at the end of the story, but the storyteller continues to turn until reaching the exact number of images in the Getty Images archive.
Whether you love the story, or hate it, it screams engagement. If you don’t believe me, just post it on your facebook page and say how you feel about it. The amazing thing is that if you have 10 people watch it at the same time, it will usually mean something different to each one. Certain things will stick out, some people will look for things that are special to them, or that they think they will see coming. Regardless, the point is it makes you think.
If you could tell the story of your business beautifully, and simply, in one minute’s time would you be happy? What if it didn’t even take text? I’d be trilled to death! It’s mind blowing when you think about it. Humans have a basic nature to try and overcomplicate things, no matter what it is. So when you’re crafting your next message, ask yourself, ‘is there any way we can make this simpler?’. If you can answer yes, then keep working, because it will pay off.
Well done to everyone that worked on this video, and thank you for putting it on YouTube so it can be shared and discussed like this. See credits below:
Advertiser: Getty Images
Title: From love to bingo in 873 images
Product: Getty Images
General Creative Director: Marcello Serpa, Luiz Sanches
Creative Director: André Kassu, Marcos Medeiros, Renato Simões
Art Director: Marcos Kotlhar
Copywriter: Sophie Schoenburg
Producer: Paranoid BR
Executive producer: Egisto Betti
Direction: Cisma, Marcos Kotlhar
Animation: Split Filmes, Marcos Kotlhar
Rtvc: Vera Jacinto, Gabriel Dagostini, Diego Villas Bôas
Soundtrack / Voice-Over Artist: Kito Siqueira
Editor / Assembler: Marcos Kotlhar, Jonas Brandão
Finishing Editor: Split Filmes
Service: Cristina Chacon, Marina Leal
Media: Paulo Camossa Jr
Approval: Renata Simões