D&AD FESTIVAL 2018
Creative Insights for Engaging Video Content
We’ve come to know our producer, Alex, as someone who’s passionate about clients - keeping her finger on the pulse of the digital marketing world, making sure the creative solutions and strategies we develop for client filming projects are engaging, effective, and innovative. So, when she headed to London to attend the D&AD Festival, we couldn’t wait to hear what insights and ideas she came back with!
Described as a “creative spectacular, celebrating the world’s best design and advertising”, the D&AD festival brings together a whole host of talented folks from around the world, with specialisms including everything from design, film, advertising, and gaming, to music, fashion and architecture.
“The event was hosted at the Old Truman Brewery - it had a similar feel to the Leith Theatre or Cinema, where we filmed for the Hidden Door Arts Festival. We’d been to this spot before, for the Underwire Awards - and it’s only a 10 minute walk from one of my favourite london restaurants, Flat Iron. It really is a perfect setting for such a meeting of creative minds...”
With film production and advertising strategy in mind, Alex hit up a series of talks, workshops, and exhibitions at the event. When she got back to Edinburgh, we picked her brain for what stood out as highlights of the experience…
Focusing on examples of adverts that worked both locally and nationally, Trevor talked through the ways in which campaigns find success by tuning their message in to living, social culture.
"Culture requires community and feeds off it. And we are in the connected age but we're not connected to each other."
Recognising the importance of our social contexts, he points to brands which use social media as a means to further connect beyond the bounds of the virtual world - ensuring brands are talking WITH individuals, as opposed to AT us. The result is that those campaigns which contribute to, or stir-up authentic conversations tend to do much better than those who smack with commercial intent… even when creating uncertainty as to whether they are ads or not.
“As brands we should be creating belonging.”
A good example of such initiatives is Google’s Arts and Culture App, allowing users free exploration of stories and collections from around the world - whilst simultaneously bringing them into the Google app world.
Also mentioned was Tibor Kalman, the influential American graphic designer, whose work continues to provide a wealth of artistic inspiration for those seeking to create such impactful campaigns. Check out a brief timeline of his career and works here, at Creative Bloq.
Reflecting on our own experiences, we’ve seen Trevor’s wise words in action. When creating effective video content, capturing those moments where the public and the brand engage can be key. Applying our expertise in the final editing stages, we curate these moments into content which draws the viewer in, acting as calls to action for further brand conversations. Some examples demonstrating the positive results of such creative strategies include our filming projects for Hidden Door Arts, Boom Saloon, Edinburgh Beer Factory... and what’s certain to be more in the future.
Digital Storytelling: Core Habit Crash Course with L.A. Ronayne of Stink Studios:
The key message to L.A.’s talk was short but sweet: Stories have to be useful and entertaining. Achieving this, however, is another matter! Fortunately, she provided a list of habits which can help shape creative talent into storytelling magic.
Six habits to make your work better:
Never start with a blank page
Find a story with the brief
Write your "headline for the audience" - what's good about them?
Then do the same for the product. How does it match up?
Research like a journalist - take passive notes not just active ones.
Think in images - Pinterest is your friend!
Having a list of habits like this to embed in our routines can help clear the chaos we often find ourselves surrounded by in this fast-paced age of uncertainty - laying out steps to creative growth.
Focusing in on Gen Z, she recognises that this chaos has been a life-long experience - raised under the bombardment of media and messages from an increasingly pervasive virtual world. To cut through all of this noise, and nurture the next generation of creative talent, L.A. asserts that we need to identify skills gaps, ensuring Gen Z is prepared for life.
Without help, creative industries are the only ones to have grown without help since 2008. To sustain this innovation and growth, she recommends taking inspiration from other sectors - like manufacturing - by collaborating with students whilst they’re still in studies.
Here at High Tide Media, our team couldn’t agree more - connections made in industry during study, for all of our team, have been invaluable. Recognising this, we’re committed to passing it on, bringing opportunities for students and young creatives where possible. With the fresh ideas and perspectives that they bring, everyone can benefit from making room on location for those seeking the experience.
As you can tell, Alex brought us back much food for thought... far more than can be crammed into one post! Stay tuned for video content and advertising inspiration from Blade Runner, and motivation for those who struggle to find their place in the usual industry job titles...