The video requires storytelling and copywriting in the era of 3D video.
Stories have always been present, from the beginning of time. Whenever a human being has had to transmit a message, warning, advice or any kind of knowledge, he has used a story to do it.
And if he has not done so, the message was less understood and remembered by his receiver. Because those ideas or knowledge transmitted through the characters, the plot and the conflicts of a story, have remained much fresher and more powerful in the memory of the people. Generation after generation.
The stories always repeat: they can’t be transmitted.
It is true that stories can be repeated with different characters, in different places or at different times, but the means and channels that we have today to tell them are very different. And those own media and technologies have also changed us.
From the ancient hieroglyphs to the current Instagram stories, to the jugglers who gathered hundreds of people in the square to convey the adventures of knights and maidens, the way of transmitting stories and emotions has radically changed.
Today the stories are told more and better thanks to the power of the audiovisual: the ability to move the photograph, the sensitivity of the moving image and the animations or the emotionality of the music make our creations capable of transmitting emotions with much more spectacularity and richness than just a few decades ago.
And the power of the reach is not the same either. The medieval juggler or the monk wrote a work for the reading for a few, the power of the Internet with platforms such as YouTube and Vimeo have achieved that a content generated by a person with a few means, can cross all borders and reach thousands of millions of people in record time.
The era of videos and images
Today GIFs speak for us on WhatsApp, the Memes bring out our sense of humor or we share videos on social networks that have been designed by brands to sell products.
The audiovisual feeds our content and conversations and what is much more important, the relationships with the people that matter most to us.
But, in addition to the capacity and spectacularity of 3D video, supported by the filming, the stories continue to share, from the beginning of time, an element, a cornerstone that continues to differentiate the good pieces of communication from the rest: the message.
Behind any message, there must be a great idea, a concept that we want to convey and where the copywriter (who now acts as a storyteller) continues to play a key role.
It is about transmitting emotions. As David Droga from Droga5 says: “The first thing you must do before creating a piece of creative communication is to define the emotion you want to make the person who receives that communication feel” (your target or spectator)
Once that is done (the most difficult), you must concentrate all your abilities and creative efforts in getting that emotion: from the concept, to the aesthetic elements and images that will help us to touch the fiber of the people, going through all and each of the texts that we will use when connecting.
Good stories are still working
But let’s apply the story and we’ll explain what all this is with a video. A great example of good stories that continue to reach people we have in the penultimate campaign of cowboys Diesel. A traditionally transgressive brand that has returned to the old-fashioned look with a differential creative concept and a short campaign (we should not call it a spot) that gets you hooked from the first 5 seconds forcing you to hold breath until the end.
Being a copywriter in the times of digital video and social networks
Advertising has been reinvented for more than 200 years. Sometimes every year, for that reason, it is not something that could catch by surprise creative writers who have been reinventing for decades (known as copywriters in the Anglo-Saxon world).
Obviously, it is a profile that must be adapted to codes that, although they have been used in spots for decades, are now manifested in a different way also by the changes in technology and in the perception and way of being of millennials, and later generations.
Tips that mothers do not give to apply to video copywriting in the digital era
To finish, we leave you with a short list of creative tips to apply to the conceptualization and scriptwriting work of the videos that we hope will help you to build 3D videos and even better spots:
- Being creative is a job: inspiration is a necessary condition but not enough to achieve creative excellence. Always look for a better idea, a better plan, a more refined animation and you will see how the result is worthwhile.
- Be curious. To be creative, you must feel creative. Attending video-art exhibitions, being in contact with creative people outside of your workplace, experimenting with new forms of expression … That’s what it’s about.
- Integrate creativity as a natural element of your life. Seek a creative point in everything you do. The most routine tasks can become more bearable. Do not forget that creativity is nothing more than the search for different (and sometimes more fun) solutions to the usual problems.
- Think and write always thinking about the specific medium in which you are going to work. It is not the same to write a radio wedge, the texts of a web that the script for a 3D video.
It is evident, but sometimes it is difficult for us to generate the necessary mood to jump from the creative needs of one medium and format to another and that is very important. So, take your time to imbue yourself in the format and work with those creative requirements that we sometimes see as limitations but that may become the part’s own solution.
In Kutuko we are visual storytellers
In Kutuko we create stories that we like to tell through spectacular 3D videos. We love designing audiovisual experiences with messages.
We want your brand and project to tell a story that impacts and transmits memorable sensations. We work on paper before the screen and that shows in the creative result.
If you want us to tell you in person, you know where we are.