#storytoolkit: hollywood's storytelling tips and tricks revealed

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  • 1. 1 OCTOBER 2013#STORYTOOLKITHOLLYWOODS STORYTELLING TIPS & TRICKS REVEALED2013 Critical Mass, Inc. All Rights Reserved | 1

2. DIRECTOR OF CONTENT STRATEGY, CRITICAL MASSGEORGE WEBSTER LIFE AS A WRITER Created and co-wrote Valiant, an animated feature lm released in 2005. Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council. LIFE AS A CONTENT STRATEGIST Head of Content & Social Media for Critical Mass, London. Current clients include Citi, Hewlett Packard, Goodyear & Dunlop. georgew@criticalmass.com @georgew19712013 Critical Mass, Inc. All Rights Reserved | 2 3. WHATS MY STORY? 2013 Critical Mass, Inc. All Rights Reserved | 3 4. I WANT TO PROVIDE YOU FRAMEWORKS THAT CAN HELP YOU IDEATE TOWARDS GREAT DISRUPTIVE STORIES BUT I HAVE SELF DOUBT AND I FACE VALID CHALLENGES FROM CREATIVE AND PLANNING DEPARTMENTS SO GIVE ME SOME LEEWAY HERE. 2013 Critical Mass, Inc. All Rights Reserved | 4 5. STORY IS INBALANCE5 6. WHATS OUR INBALANCE? 2013 Critical Mass, Inc. All Rights Reserved | 6 7. STORY / THE KEY ELEMENTSWHATS OUR INBALANCE?AS MARKETEERS WE ALL WANT THE SAME THING.2013 Critical Mass, Inc. All Rights Reserved | 7 8. STORY / THE KEY ELEMENTSWHATS OUR INBALANCE?WE WANT TO GRAB OUR CUSTOMERS UNDIVIDED ATTENTION BUT THEY DONT CARE ABOUT US THEY CARE ABOUT THEMSELVES. 2013 Critical Mass, Inc. All Rights Reserved | 8 9. YET WE USE THE SAME TOOLS AND AND TOWE USE THE OUR PROCESSES PROCESSES AND PROCESSES SAME TOOLS 2013 Critical Mass, Inc. All Rights Reserved | 9 10. EVERYONES USING THE SAME BEST PRACTICE PROCESS [BBH, ANTIWINDTUNNEL MOVEMENT]2013 Critical Mass, Inc. All Rights Reserved | 10 11. SO ITS HARD TO THINK DIFFERENT2013 Critical Mass, Inc. All Rights Reserved | 11 12. BUT TODAY YOU HAVE A CHOICE 2013 Critical Mass, Inc. All Rights Reserved | 12 13. THE BLUE PILL Take the blue pill takes you back to your ordinary life. Same processes. Same tools. Same thinking spun a little different.2013 Critical Mass, Inc. All Rights Reserved | 13 14. THE RED PILL Take the red pill and open your eyes to story-supervision. A whole new world where you begin to see the story framework behind the idea.2013 Critical Mass, Inc. All Rights Reserved | 14 15. GOOD CHOICE 2013 Critical Mass, Inc. All Rights Reserved | 15 16. STORY SUPER-VISION 2013 Critical Mass, Inc. All Rights Reserved | 16 17. HOW IS THIS USEFUL? Story super-vision can... Help you see the story at work behind an idea Help you become a better storyteller Help you run brainstorming sessions centred around nding stories that work for your brand. Help you more condently articulate why you believe some ideas work better than others and vica-versa. Help planning and creative departments align2013 Critical Mass, Inc. All Rights Reserved | 17 18. 2013 Critical Mass, Inc. All Rights Reserved | 18 19. GRABBING AND KEEPING ATTENTION IS THEIR BUSINESS 2013 Critical Mass, Inc. All Rights Reserved | 19 20. 02/ THREE KEY HOLLYWOOD TOOLS 2013 Critical Mass, Inc. All Rights Reserved | 20 21. 1. EXAGGERATED CHARACTER POV Hollywood knows that true character is revealed in the choices we make under pressure. By focusing on the wants and needs of a character and pushing them into extreme choices - we the audience become emotionally invested in their outcome. Hollywood takeaway: Learn how to develop and utilize your brands unique point of view of the world to maximum effect.2013 Critical Mass, Inc. All Rights Reserved | 21 22. 2. CLASH OF CONTEXT Hollywood knows how to grab attention and put bums on seats. Thats why it returns again and again to a storytelling framework that is high concept gold. Hollywood takeaway: If we consider predatory thinking to be about reframing the conversation then using Clash of Context is a brilliant way to approach doing this.2013 Critical Mass, Inc. All Rights Reserved | 22 23. 3. COMIC OPPOSITES Hollywood is in the entertainment business and making us laugh is BIG business. The comic opposites framework is Hollywoods banker bet to make this happen. Hollywood takeaway: Together with Clash of Context, this highly exible framework takes seconds to understand yet is behind some of most successful marketing campaigns of all time.2013 Critical Mass, Inc. All Rights Reserved | 23 24. BEFORE WE APPLY THESE TOOLS LETS UNDERSTAND WHAT A STORY IS. 2013 Critical Mass, Inc. All Rights Reserved | 24 25. STORY / THE KEY ELEMENTSACT1/ THE SITUATIONGET YOUR HERO UP A TREE2013 Critical Mass, Inc. All Rights Reserved | 25 26. STORY / THE KEY ELEMENTSCOMPLICATIONSTHROW ROCKS AT HIM2013 Critical Mass, Inc. All Rights Reserved | 26 27. STORY / THE KEY ELEMENTSRESOLUTIONGET HIM DOWN2013 Critical Mass, Inc. All Rights Reserved | 27 28. STORY / THE KEY ELEMENTSA MAN WANTS TO GET DOWN FROM A TREE BUT HE CANT BECAUSE PEOPLE KEEP THROWING ROCKS AT HIM.2013 Critical Mass, Inc. All Rights Reserved | 28 29. ABC 2013 Critical Mass, Inc. All Rights Reserved | 29 30. STORY / THE KEY ELEMENTSA 1. A hero 2. A desire 3. A villain2013 Critical Mass, Inc. All Rights Reserved | 30 31. STORY / THE KEY ELEMENTSA WANTS B 1. A hero 2. A desire 3. A villain2013 Critical Mass, Inc. All Rights Reserved | 31 32. STORY / THE KEY ELEMENTSA WANTS B BUT C GETS IN THE WAY. 1. A hero 2. A desire 3. A villain2013 Critical Mass, Inc. All Rights Reserved | 32 33. STORY / THE KEY ELEMENTSA WANTS B BUT C GETS IN THE WAY. (HOW CAN THE BRAND HELP?) 1. A hero 2. A desire 3. A villain 4. A mentor2013 Critical Mass, Inc. All Rights Reserved | 33 34. STORY / THE KEY ELEMENTSHOW CAN WE HELP THE MAN?2013 Critical Mass, Inc. All Rights Reserved | 34 35. STORY / THE KEY ELEMENTSHOW CAN WE HELP THE MAN? We dont. We make him anxious and scare him into buying our ladder. We can empower him by guiding him down and encouraging him every step of the way. We can use our magic powers to remove all the obstacles and he can now climb down the tree himself. We can lie to comic effect and tell him the view at night from the tree is apparently fantastic! We can tell the truth to comic effect and suggest that at least hes got a good excuse to not see his in-laws!2013 Critical Mass, Inc. All Rights Reserved | 35 36. EXPLORING CHARACTERS / THE HEROGROUP EXERCISE #1 (5 MINUTES)WRITE SIMPLE ABC STORIES + HOW BRAND CAN HELP FOR THE FOLLOWING: 2013 Critical Mass, Inc. All Rights Reserved | 36 37. GROUP EXERCISELISTERINEDOVELYNXOLD SPICE2013 Critical Mass, Inc. All Rights Reserved | 37 38. NISSAN (EXAMPLE) Men want to be racing drivers but life has got in the way and taken them in a different direction. HOW CAN BRAND HELP? It can clear away all of lifes obstacles and give men with the right skills a chance to fulll their dreams. (Empowerment storytelling with magic powers) 2009 Critical Mass, Inc. All Rights Reserved 39. LISTERINE People want to feel good about themselves but they have bad breath and this makes it difcult. HOW CAN BRAND HELP? It scares them into buying its product. (Inadequacy / Anxiety marketing)2013 Critical Mass, Inc. All Rights Reserved | 39 40. DOVE Women want to feel condent about themselves but the marketing messages of the beauty industry has made this difcult. HOW CAN BRAND HELP?. By celebrating real beauty and telling the truth about all the tricks the industry plays. (Empowerment storytelling) 41. LYNX Average blokes want to desired by gorgeous girls but they arent because such women are out of their league. HOW CAN BRAND HELP? It can turn average blokes into sex gods. (Telling a lie to comic effect) 42. OLD SPICE Average blokes want to desired by gorgeous girls but they arent because such women are out of their league. HOW CAN BRAND HELP? It cant turn average blokes into sex gods but it can help you smell like one...and then imagine the possibilities! (Telling the truth to comic effect) 43. EXPLORING CHARACTERS / THE HEROGROUP EXERCISE #2 WRAP UPDISCUSSION Can brands can get away with anxiety / inadequacy storytelling in todays world? Behind Dove story lies a comic opposites structure. What do you think this means? What is Lynxs journey? How is their storytelling evolving? In what way are Lynx and Old Spice Comic Opposites?2013 Critical Mass, Inc. All Rights Reserved | 43 44. 03/ APPLYING HOLLWOODS KEY TOOLS 2013 Critical Mass, Inc. All Rights Reserved | 44 45. 1. DEVELOPING CHARACTER POV 2013 Critical Mass, Inc. All Rights Reserved | 45 46. DEVELOPING CHARACTER POVWHAT IS YOUR HEROS PERSPECTIVE? Your hero or anti-hero provides you with their unique lens through which they view the world.2013 Critical Mass, Inc. All Rights Reserved | 46 47. WHY IS THIS IMPORTANT? 2013 Critical Mass, Inc. All Rights Reserved | 47 48. WHAT IS THE SINGLE MOST IMPORTANT PART OF THE MARKETING MIX ESSENTIAL TO ENSURE A BETTER CHANCE OF SUCCESS IN THE MARKETPLACE? IT IS OWNERSHIP OF A POINT OF VIEW [SIDDARTH BANERJEE, REGIONAL MARKETING DIRECTOR, UNILEVER ASIA] 2013 Critical Mass, Inc. All Rights Reserved | 48 49. DEVELOPING CHARACTER POVSEINFIELDLIFE IS IN THE DETAIL2013 Critical Mass, Inc. All Rights Reserved | 49 50. DEVELOPING CHARACTER POVJOEYI AM IRRESISTIBLE TO WOMEN2013 Critical Mass, Inc. All Rights Reserved | 50 51. DEVELOPING CHARACTER POVHANNIBAL LECTER?2013 Critical Mass, Inc. All Rights Reserved | 51 52. DEVELOPING CHARACTER POVHANNIBAL LECTERPEOPLE ARE FOOD2013 Critical Mass, Inc. All Rights Reserved | 52 53. DEVELOPING CHARACTER POVCHARACTER CREATION FOR FILM When writing for lm or TV, a strong character will possess the following attributes. Strong perspective Flaws Humanity Exaggeration2013 Critical Mass, Inc. All Rights Reserved | 53 54. DEVELOPING CHARACTER POVCHARACTER CREATION FOR MARKETING When dealing with concept and content ideation, the focus is on these two. Strong perspective Flaws Humanity Exaggeration2013 Critical Mass, Inc. All Rights Reserved | 54 55. C

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