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One word that keeps getting thrown around quite casually in the world of marketing and media is ‘Storytelling’. But despite the callous use of the term, it often gets sidelined and overlooked when it comes to making a corporate film. In the interest of communicating what the brand is and its journey, it is quite natural to go a little overboard with packing in all of the technical information into the film. However, such an approach will deliver an end product which can only be described as a corporate video as it will lack the sensibilities of filmmaking, to be called a ‘film’. In order to avoid the risk of making a boring and preachy film, it is essential to bring in a professional production house to the mix as they can help bring in their filmmaking expertise and better understand the nuances of the creative process overall.
What does ‘Storytelling’ mean?
Often, people struggle with how to tell a story, and that is where experts come in. Storytelling through film is a highly specialised skill and can entail a variety of methods.
In its simplest form, a story has three parts- beginning, middle and end. To further expand, the beginning will introduce the premise and the characters, the middle will establish the conflict and the end will offer the resolution.
Creativity Carries Impeccable Storytelling
In these times of information overload and cut-throat competition, just writing a simple story about your brand is not enough. It is crucial to have a unique and unconventional take to your story to stand out and grab attention. This task can seem tricky but one can easily find the solution by exploring what makes your organization different from others or even what the organization stands for. Social issues that are close to your heart or are part of your CSR policy can serve as a springboard for incredible personalized stories which can strike a heartfelt chord with the audience.
More than communicating the technical aspects of what the organization can offer, the important thing is to hook the audience to the film by having an interesting concept and a storyline that moves the audience. Something that prompts an emotion, makes people laugh or forces them to think. It’s imperative for a good story to be able to intellectually or emotionally stimulate the audience in some way or the other. Giving attention and time to the narration or dialogue writing, can elevate the quality of the corporate film by several notches. An impactful or fun tagline, campaign hashtag or catchphrase can make your film memorable and give it a high recall value.
As much as the penned story is important, it’s visual representation, which is precisely the ‘telling’ of ‘storytelling’ is equally important as well. One of the golden rules of good storytelling is, “Show, don’t tell”. Instead of saying what your organization is about and running the risk of making a boring and wordy film, say your words through the dynamics of the screen. Visually portraying your values and services in action can make your film a lot more interactive and interesting.
Focussing on these essential points whilst making a corporate film can truly transform the final product. At the end of the day, a successful corporate film is a just film with an excellent story at its core.